New-York daily tribune. [volume] (New-York [N.Y.]) 1842-1866, 1852-07-05
1)almcr's Column.
AMERICAN NEWSPA-

DALMER'S AMERICAN NEWSPA-
IL PER AGENCY.-Horace, the Roman poet speaks
with contempt OF mitaors and calls them serys herd
Yet though not the highest order Of human lntegences
these fulfill their part IN the business Of the world
Netting made in vain lmstOrs form test by which
you may udgs the value OF any novelty five crowd
Of mtatoTs about nything may be there
thing good In it, crowd OF birds lowering above
the sea let the people know thst hoa of fish is under
meath and other light things carried along by
the show the speed and direction OF IT,
without helping the stream in the least or increasing its
volume.
five want any assurance-whch do not-that
system OF advertising admirable and going ahead
prosperousy should lind It in the fact that several per
sons have htcbed themselves plan, and CHI
ing along road which they have wit enough perceive
must lead in the end If properly followed 20 success
though whether It may lead them quite another
question But the field is broad ore, and they will have
success who notwithstanding to Lord Nelson's motto.
For the last years nave been making plan and
Perectipg IT, and pretend 10 c1pl-rigt must
only make the excellence OF our system sufficient one We
wish say that has connection with others who
advertise newspaper agencies the Northern States Our
facilities for doing all that profess IN the ne that we
have struck out lie the number and character OF the pa
pers which conhded the exclusive agency,
bacng the best and most widely circulated journals OF the
cities and towns in the various parts Of the Countrywide
system and regularity with which business Is donethe
experience Of year, which we have had OF the method oil
carrying 1t knowledge OF the peculiar character sno
wants Of the several districts country and the consequent
ease with which meet the wishes aud consult the
interests of advertising friends We know that the
means and appliances of business beyond all compe
on Such they they shall DO still further improved
along ard earnestly directed TO the benes OF the
business public This system OF ours Is not altogether
chine making money Wetake the pride OF an inventor
in and do that from strong paterna feelings which otn-
be supposed do merely for the sake OF the net pro-
ceeds We do why should not have the sAac-
ton so dear every citizen Of State OF doing some
thu to serve It. in his day and genealionsometmng by
which peOpe may remember him when he has gone away
10 answer the advertisement which every bound 70
notice though not great man 10 our own estimation
as Fourier the FrenchmaD, we do not why also
should not and leave mark upon the ndnal pro-
gress of our native country.
PROPER MODE OF ADVERTISING
There always two ways Of doing thing right one
and q and good thing 10 Itself may be turned
from its purpose by the mode in which 10 is applied This
is the with advertising as well as with most things
For want Of judgment IN the choice OF them some modes on
advertising neatly bad none at all There are those
who advise their friends TO ADVERTISE but are not capable OF
showing hoU book was lately written with the ute,
How Observe :" smother could also bs written TO snow
hoto ddreyte. Advertising IS very good and - IL ealing
But if any induces you to eat without Judgment OF
measure he bring you to be black IN the lace ana Iotuo
Ii is our desire and duty not merely to lead people to adj
yertse but to do property and ddrsey Being pracu
cay acquainted with the subject we shall not advise man
whose goods do suit certain district 70 advertise the
papers Of that district. we VIII send Tue
where il will be- most promptly and sasacoy answered.
or we NAV fit delay It to more favorable season we
will depend upon the circumstance OF each particular case
and tn conscientious Judgment and discretion "hlch we al
WAYS exercise in our mediation. 80 -,
There are two things which will always rely for the
pospery of cur system viz First the conscience 10 recon-
mend a. much advertising and more than suits mans
interest," and secondly, the kaowiedge ana Jdce' Whlch
enable us TO advertise ia mort profitable TO the
advertiser People there who advertise plentiuy and
,etdo reap commensurate beneht Inc reason IS uley
20 to gorS the da not knowing the way or they follow
The advice Of those br themselves We advise pc )pe
what TO do cautious Ineligible way 10 SUIT their seVe
raj necesses-se honest physician who orders as much
mf deine fitting for his patients and no more whieone
heongg 10 the apothecary class may be found 10 advise
b use of drugs-to order half the gspos In his shop 10
be emptied down the thrOats OF his inyalds
knowledge OF the places and papers IN whicn man
going advertise /, OF as much consequence 70 nm as M
advertisements Themselves That knocfeage Is %
the fullest extent a. PALMERs Agency ana tose &
mon IL will have the comfort OF kno wing what they are
about what they pay their money for no sus' 0oO
this as the times 60 at present.
"Asw have before said, advertising IS business IN ~
s 10 be ntrusied those only who have made
:, 5r nsycuar study The grand principle Of the sub
division of labor applies beautifully IN tns case. by
Of an especial Agency the advertiser fo the same money
that cean number Of isolated notices would COST can
have them distributed those papers-and those only
where they bound to be read ana CERTAIN 70 olns Gus
others sufficient outweigh every argument tnt ios
ested ingenuity can bring against me Vi eo
mnoved because they have made subject their study
and In se manner should professional man be employed
49, II sdverti,ns The who does his physlcing
and law has quack for his physician and fool for his
Client What shall say them OF BIN who does his own
sdvsrpgl Nothing except earnestly entrea him 10 con-
anil his own interest by employing responsible substitute
We do not say employ b PALMER, eecaae u Is cersln
that every one who has the tact 10 appreciate the enterprise
that by dn of long has succeeded In establish
ing elo business will at single hun out from the host
of imtator who copying the plan which ne has matured
now Inv to dispute with him the field Of public favor On
that point say more az Mr. Palmer wnen he hkes, IS
perfectly able 10 speak for himself"
Having now les fully a. space would perm given hint
or two on the vast subject OF advertising have private
word every wise mans ear A present. mere arc Je~
credsing Can expect hut hs ii0asdnds o. young dtte-
ahead merchants UhO cH be az me head 81 est0ia-
,bey oun gill BE- content i0d IN The jog trot
oor,Is OF their predecessoys} HedveH and me Yankee
character forbid ne suppoton WhereoHe 1drerfises noU,
~ a Jeio gears huHdyeas tcH Amid sneh e'mPefh0n,
nothing monster merry and enormous outlay tcH secure
n beayfag Now Is ne golden time MAKE MONEY SOW,
Jcfore "tieye be sr Riof@oHd' il tteGad" ,o,,,,..,
SYSTEMATIC ADvERTIsING.Ths Hamilton (Ohio) Intel
lgepcer thus does Justice Mr. Palmer the pioneer and
perecer othe great enterprise Of bringing the advantages
fxtepye and nethodca advertising throughout ne coun
try home 70 men OF business IN all Inc great cities
- = y Daily Tribune.
TIE SECRET OF SELLISG.-Volney 3 Palmer some years
ago struck upon theory which he deemed would WORK
revolution Trade and az tue same time furnish MIN with
reward for his lAbOfa Since mat time with asng
cuv and the most unrng energy ne has Prosecuted hrs
sn through evil and through good repoTtequaed In te
bacty Of purpose by only great heOrs OF the day
Whitney. the kallrC al hlng.
Rnt a cloud has come oy,r Whitney while Palmer il in
he full tide Of successful experiment He has in de-
gree brought LfO sub the a. principle he first de-
ssued TO ntro- welding the mighty Of Publicity
for The bensot any and all who may have SUN enight 20
REQUIRE rs sssstsI Many has already been made
rich through his insfruenry. ana many set TO
follow The work but besun-the mighty system bat
paally IN operation Bot the day VIII soon come when
nsn will readily think Of walking without feet working
without hands without advertising Such
the inevitable Of things and IN few years one
from the greatest wholesaler OF the greatest city the III
est retailer OF the smallest town aordng Newspaper will
fail 70 see H. and for those oho seize he golden
ball Of opportunity rhO take The ttte Of fortune az m food
rho By the torelook start Hotc and cin the ssl
ihen heV td'9Ty ro9hboys are beginning 70 talk about
beginning.
We have mentioned Mr. PALMER the chief champion Of
systematic Advertising We had the pleasure Of making big
acquaintance last fall He unfded his and his plans
to and must say have doubt OF their success lie
Is thorough businessans keen calculator and wltha per-
ecty honest well as enthusiastic in his alma Others
have the prize ahead and endeaored to HIM