The New York herald. [volume] (New York [N.Y.]) 1840-1920, 1857-03-29

The ITALIAN OPERA AGAM-DRunM1Nc FOR
ADvERTIsNG.-We have before stated that the
recent campaign Of Mr.. Strakosch at the Acade.
my of Music resulted in brilliant victory. and
We have further authentic evidence of the fact in
q note from Mr.. Strakosch, whose season was ar.
ested in the height of its prosperity by his con-
tract with Mr.. Thalberg. But although Mr.. Thai
berg has taken away our impresario to assist in
elevating and refining the people out upon the
prairies-bOrder rufians included-we are not to
lose the Opera altogether The indomitable Max
Maretzek, with the accommodating and accom-
olished William II. Paine of the Opera company,
as the Philadelphia papers say, have been asonish-
ing all the drab bonnets for the past month or
more. When new dry goods store is opened in
Philadelphia, Chestnut street is blocked up for a
week; and the new theatre made corresponding
sensation will last week or two
'onger, or until I" the" tugboat company is Or
ganized The Opera company will then, it is
rumored, give a season of twelve nights" at
he Academy of Music here, the project of sing
ing at Niblo's Garden having been abandoned.
If the indomitable Max should succeed we pre-
sumo ne will continue his season through May
and June, which will make quite a respectable
Opera season of nearly one hundred nights, al.
though it has been split up into little bits.
The first part of this season was under the
control of Max Maretzek, who, although he had
he best part Of the year and took great deal
Of money. announced himself as ruined, and went
% the Havana to recuperate the health of his
pocket. Mr.. Strakosch took the house at bad
season. when there were hardly any strangers in
own, and while the residents were dancing,
flirting, ieasting. marrying and being given in
marriage and comes out with handsome
balance, and everything paid
What was the secret which Maretzek over
looked and Strakosch discovered? 1t was simply
economy. The latter saved the money which the
former threw away. In the matter of advertising,
Strakosch took the wisest and most sensible course.
The press in this city has undergone some re-
markable transformations within the last decade.
Under the old system newspapers depended upon
certain set of advertisers, whose notices always
appeared in the same place and gave stereo-
yped air to the sheet The Independent press
abolished all this old fogy system and made the
advertising pages as attractive as any other de-
partment The old fogies, however, had imitators,
who gained subsistence by drumming for adver-
isements, threatening an attack if they were NOT
given, and promising puff if they were. Tue
merchants and traders, however, soon dropped
he system: and, finding out their real inte-
rests, confined their advertisements to those
'eading journals having the largest circulation
md the widest influence. We could mention the
names of some Of our most popular traders in
various branches Of business who have grown
cich by pursuing this judicious system. They
AIRED nothing for the puffs or the attacks of the
mall papers; and the result proved that they
we're perfectly correct. The theatrical and ope-
ratis managers were more thin-sknned, and con-
finued to throw away great deal of money on
be small papers out Of fear. They all know
hat the advertisements are worth nothing out
ide of the three leading journals, and Maretzek
aid so long ago. II was the result of seven
'ears experience. Mr.. Strakosch, who is a
>hrewd man of business, caught at the idea,
'dopted it, and carried it out fully aud success
uliy. The attacks OF the minor press upon him
defeated their own object, and he has fully
roved the truth Of what idaretzek believed in
mt was afraid to try. Now that Strakosch has
led the way, and succeeded, we presume that
Haretzel and Paine will be only too glad to fol-
ow.