The day book. [volume] (Norfolk, Va.) 1857-1867, 1858-03-06
From the New American Cyclopedia !
NEWSPAPER Advertisements.

From the New American Cyclopedia.
Newspaper Advertisements.
1t is generally known that the pro
fits Of daily journal arise mainly if not
altogether from the advertisements. 1t
is not so well understood, but is no less
true, that those who succeed in obtain
ing the largest trade from the public, ad-
vertise most constantly; and though such
publicity, Oh the whole, is more general
in this country than in Europe. the in
dividual expenditure, on this account, is
rarely so large. For example, with the
exception Of one New York newspaper
proprietor, who by copously advertising
it at vast cost, has forced his Journal into
a large sale, there is no instance in Amer
lea of a person annually disbursing $3.50,
coo Per annum for advertising his pills:
Of another expcnding $4,000 for re-
commencing Macassar oil to improve the
growth of hair; OF a third paying $780,
900 for advertisements of the sanitive eff
iects Of cod liver oil; of fourth paying a
like amount % induce the public 10 pa
troni2e his tailoring establishment Yet
such disbursements have been made by
London tradosnen and spectators year
after year. and with uadoubtel success.
1t is only in Great Britain an! Tie Uni
ted States that advertising has flourish
ed largely. The European journals, gem
orally, have not cultivated the art. or
rather their readers have not much re-
garded it. In Paris, where it might be
expected that the thousand and one ele-
gancIes Of use Or luxury would be an
nouncod through the Journal, the alyor-
Using is comparatively scanty and their
extensive dlspIay-Wjth lof6o type and
Extra VIZ ccc.,..iins--t.:5 VII Newspapers
chiefly depending on profits from alver-
tisements could not aho-l. space BENZ
money 10 sucn.
1t is not easy to say what is, or is not
an advertisement. In Europe. the usual
custom is not to publish any OF the deli
cate announcements there called pnifs
and here classed rs business notices,
without prchx!ng the w9rI '@lvtrtise-
ment, as an animation that 1t IS not an
editorial oMnlon' but the praise OF an in
tereSted party, with ITS insertion duly
paio iof' III most newspapers o. this
country no stch prefix heFaid' the puff.
out 1t Is generally understood from It's
poSi1'on IN the sheet and the type en-
ployed. that 1t IS only an ingenious way,
at considerable increase OF cost, Of draw
ing the readers attention TO the an
honncement, Ihese business notices
attract aaa'tiohai attention, Tor their real
character Is generally known Though
appearing, Tor the NEST part, IN neWspa-
pers, advertisement; are not exclusively
conned to these organs of cor2n1unica-
ton. They aiare lis in the face from
dead walls; they are insinuated into Our
hands as we walk the street, they appear
at theatres, on the scenes Of plays and
lantomimes; they are posted in steam
boats, stages, railway cars and 'hoto,..
they are linked upon the ~ vermont thoy
glare on US from III" rocks in railway emf.
tings, as I'VE pass ranie]lv a]ono !. thoy
-hav--, been showeye1 down from 5ailoons.
and strv Warren blackina' was nainted
in mammoth letters an tie snni,72it a.
The 1,vromids Of Ecvnt was nnt;rrJ Nv,
lord Rvron on the ArronnIis of lthons
and was snon NV Mr. TbaCEer,v nain+oj
rnover half oblitoroto1 insSr;,Ifin,, ~
1 HoliiiICtiIlo VA pA-lptD i'.I!ts!-