New-York daily tribune. [volume] (New-York [N.Y.]) 1842-1866, 1852-04-14
The VALUE OF ADvERTIsINs.-There

lHE Of nCio
Are few men left in business who sneer at Adj
vertising a. needless or Improbable, but they are
fast dropping of. In this age OF Steam Presses
vast editions and universal reading, no man DONG
a business which ought to incrcase ana dfaw
its customers from a wider area can DR." not
to advertise. We, for example, give more pun
icity to an advertisement in The Tribune than
would have been given by like insertion in
any six Dalies in the United States twenty years
ago. And this Is but an item Of the general
account.
Two years since, Mr.. v. b. PALMER offered a
Silver Cup for the best Essay on Advertising,
which was awarded as below. The following cor
respondence thence arising contains some views
important to Business Men. We copy from Mr..
Palmer's Nesc- Yorker for April:
NEw.YoRx Saturday, March q, 1852
HORACE GREELEY-Dedr Sir; The Trade Revolu
don partially begun in this country through the ntu
of the Newspaper Press, has greatly contributed
10 msltply my encagements and increase the demands
upon my time by accumulation OF business at
my several advertising agencies Such being the case,
il presents the mot agreeable If not the most plausible
apology that can offer for the tardy performance OF
my duty in procuring for your acceptance the Silver
Cup awarded for the best Essay on Advertising.
The lapse of time since that award your absence In
Eprope and the thousand matters which have occupied
your attention since that period offer ample reason ut
this time for asking your attention 10 the following
REPORT OF THE COMMITTEE.
PsnApsLpuiA, July S, 1880
vB PALrsn Esa-Dsar Sir: In compliance with request
Tor the prize Of the Cup for the bee,
The n ses nirtei thus ) three in erce
comprehensive its views than any o.he, we have e'ed and
Permit us 70 add ths, we would publication
your of the ARTICLES submitted As many Of them take
Lons experience has laugh, US that the subject a,e,ns
eSe o. s,e Inc sube, fret place every
s. The TS .. ,s A . S s, Be every sS
successful merchan, and trader Yours truly.
GEORGE II. HART.
In pursuance Of this Report procured TO be manu-
featured at the establishment OF Mr. g. Peck, Jr No II
Duane-st in this City, Silver Pitcher, OF convenient
ze for use, creditable specimen OF American manu-
features.
In presenting it, and begging your acceptance avail
myself of the opportunity to express entire con-
in the award and also in the views OF the
Committee to the vast importance Of the subject Of
Advertsing-and to add that the revolution which has
commenced in the mode of propelling business through
he Newspaper Press of the country, will very
ONE home to the understanding of all whose minds
not impervous to common sense.
am very respectfully, your obedent servant
v. b. PALMER.
REPLY
FRIEND PALMER: 1t has long been my settled
victons that least thrice many persons are now
employed in transactng and nagng the business OF
this country should be that heavy burden Is thus
needeesy imposed productive labor; tnht time,
perience, knowledge, must assuredy and greatly di
ninish the proportion OF traders u workers among
that this will be effected through the efcctua wedding
Of the less competent and vgant OF business
men, by failures, revulsions, Withdrawals, &c. and
that, while individuals may temporarily suffer by this
process the community must be ultimately and s5nally
benefited
The point to which we tend therefore, Is the
traon of all exchanges of products in fewer and fewer
hands, whereby the efficiency and extent of productive
industry must be materially increased and the cost OF
exchanges materially lessened the few most intelh
gent and capable traders being retained In business out
OF the great mass and the residue sent back TO those
productive pursuits of their youth which they ought
never to have deserted. The whereby this
transformation Is to be effected various but fore
most among them are CASH PAYMENTS, and SYSTEM
ATTIC ADVERTISING. Cash payments will enable capa-
BILE trader TO do safely very large business very
moderate capital systematic advertising will concen-
rate business in the hands of the few who really
able do most advantageously and cheaply for the
public The end thereby secured u, greater abundance
with an ample recompense To labor.
These views mpelled to write the article for
which the prize you offered was awarded. as bad
some since. That they have been stamped with the
appreciation of the highly intelligent and capable Com
nitee who made the award, enforced by concurrence
study of the subject Is to matter OF hearty salts
faction because it that just and adequate
views Of the Of Business, and of the mighty
agency which extensive Advertising destined 10 exert
in attainment cherished by those whose influence
must be widely felt and acknowledged
am by means well qualified by experience, 10
pass judgment on Plate rs on Advertising; but the
Pitcher you have sent seems fautess and admirable.
hope il viii take airs account Of the unlike
ness of its material to that Of lie neighbors my
sdeboard but will ever bear in mind that the children
of honest useful labor, are all brethren, and should
homer and esteem each other.
am yours, gratefully, HORACE GREELEY
" 3 PALMER, Esq, New-York.