The weekly Minnesotian. [volume] (Saint Paul, Minn. Territory) 1852-1858, 1853-02-12

PROFITABLE ADvERrIsING.-Occasional q
newspaper enlarges on the Importance and ben
eits to the business community of advertising
in the newspapers, and, occasionally, some of
the hundreds who have made fortunes by Judi
ciOus advertising, favor the public with chap
ter OF their experience. But still, it is fact.
that but q small portion of those engaged in
business in this city have proper conception
OF the profits of right system of advertising
Some are affected by incidence, some by preju
dice, and some are hindered from advancing
their own interests by narrow, timid spirit
which prevents them investing few shillings
or few dollars in advertisements
Our attention has been drawn to this subject
by remarks incidentally made to us during the
present week by "A gentleman who has been one
OF the most successful of advertisers. He was
speaking of person who had started in busi-
ness with fine prospects, but soon broke down,
ruined man, pecuniarily. We asked the cause
OF his failure. CHE DIDN'T ADVERTISE" was the
curt reply. "One good reason,'' was our re-
sponse; "but he had an excellent location for
his business" we added
'Oh, yes" said our visitor, "the location was
excellent, but the best location, as have rea-
son to know, will not bring custom sufficient to
build up business depending on an extensive
public patronage. depended, for while, in
the outset OF my career, on the location had
selected bringing me custom. found it was
only bringing myself and family starvation,
Whiie neighbor occupying not so good a loca-
ton was thriving apace. / began to enquire
tne cause In looking over a newspaper, l saw
MS name appended to an advertisement, and
gllmmering of the cause fitted through my
mind. went across to my neighbor. with the
paper in my hand and, in quiet way, asked
him what that paper charged for advertise
ments of that length. He answered me drily
''Do you think it pays?" said l. "Well. sup
pose 1t does," he remarked in rather abstract
ed manner.
81 did not trouble him with more questions,
but went to my store, gathered up the silver
and coppers in my drawer-there was not much
lett behlnd-and in a few minutes after found
myself standing at the counter of the Office Of
the newspaper. There was behind the counter
man in the prime Of life, with a mild and qui-
ct, but penetrating expression of countenance.
lie looked at me inquiringly as hesitated, for
l then remembered that l had come to the Office
without writing my intended advertisement
The gentleman continued to look steadily in
my face, but spoke not, until having assured
myself of my errand, l advanced close to the
counter, and he seemed to advance closer at
the same time, and involuntarily pulling out
ofmy pocket the hand which all the time grasp
ed the money had gathered out of my drawer,
| said I" "Iaraat to adrertise.'
In his mildest and quietcst way he again
looked at me, uttering some mOnosyllable,
which do not remember; but soon he and
were in friendly conversation about the ad
vertsement. 1t was written out, its place and
form in the paper decided upon, and l went
home in most hopeful mood. In the morning
when got the paper, my first look, instead Of
being for the news, was for my advertisement
Here it was! read it, don't know how many
timcs-indeed, l do not know that l read any
thing else in the paper that day
"BefOre noon, several customers had come in
BY evening, found my cash presenting an un-
usually pleasing appearance every time open
cd my drawer ; and when l was ready to revis-
1T the office to renew my advertisement, found
that the advertisement money was but frac-
tion of my days profits. / was regular ad-
vertiser from that day forward, until the profits
ofmy business enabled me to engage in greater
enterprises
''And who do you think helped to prepare
my first advertisement? asked our friend with
4 smile, as he concluded the relation of the
above incident. We half suspected, but left
him to answer his own question. 1T was," said
he, ''Moses Y. Beach, the former proprietor of
the Sum-
We have asked our friend to write out brief
statement of the benefits of advertising, drawn
from his own experience. He promised to do
so, and we hope to have the pleasure of soon
giving it to our readers. But said he "thc
hi"llei 10 'eiJ sihple. hiaue IL rune 10 0t-
rays advertise in the papers ,Uhich had the lar
gest circulation among all classes ofthe people,
When advertisements were begged of me for
papers Of trifing circulation, and offers made
to insert them for nominal price, / would say
to myself, any money spent in such way can
bring but little profit. 1t is more profitable to
advertise little more in the widely circulated
paper and pay its priccs."-.E Y. Sun.
HANDSOME MEN.-Fanny Fern, the corrcspon-
dent of the Boston Olive Branch, thus replied to
an individual who said somebody was not calcu-
lated to win lady's heart, because he was not
handsome:
Begging your pardon, Solomon, that's a
great mistake. 1t is quite unessential that a
man should be handsome Let him pray the
gods, in the first place. to make him gentle
man a gentleman at home as well as abroad.
Let him stipulate for fine figure and courtly
manner, and leave it to their discretion, after
that, to shape his eyes, nosc and mouth, provi-
ded they don't make them perfectly hideous
Save us from your plaid-panted, bordercd-
vested, big-cravated. moustached, cologne
sprnkled, bejewelled, brainless exquisite
Give us well-fOrmcd, plainly dressed, self
possessed, intelligent, masculine, perfectly at
home on all subjects, foreign and domestic,
= neither cringing to the great, nor depressing
the little who puts one hand on his sword and
the other on his heart, when woman's name
is mentioned who raises no blush on the check
of humble innocence who holds in contempt
no living thing that God has made who can
pity the weak and erring, without pharisaically
reviling; who can argue without loss of temper
and dignity; who scorns bribc or an oath
who has an arm for trembling age, smile for
prattling infancy. and a strong, brave heart for
the oppressed and defenceless. But pretty
mana pink and white Sir Brainless-the uni
ted work of a tailor, halter, shoemaker and per,
fumer! Heaven save the mark! Women know
better!'
PREMONITORY SYMPTOMS OF AN OLD BACHELOR
When he cuts a certain number of little
; square bits of paper every night, and lays them
: on his toilet table, ready to wipe his razor with
when he shaves in the morning-that's symp-
tom. When he carries his fingers perfectly
straight for fear of friction on the knuckles-
Maf'sa symptom. When he leaves friends
house in the middle of the evening, to avoid a
walk home with a lady-that's symptom
When he keeps his hat on in a lecture room till