The Evansville daily journal. [volume] (Evansville, Ia. [i.e. Ind.]) 1848-1862, 1858-09-29

teuDef II; feterSDurSn, euneSuay, 10 }
Crossroads Thursday, 16.
Uaciess couaty-Washingto Friday,
September It; Alfordsville, Saturday, 18;
RagleSville, Thursday, %; Owl Prairie,
Friday, "a. ~
Martin coanty-Loogootee, Monday, Sep
tember 20; Halberts Bluff, Tuesday 21;
Harrisonville, Thursday, 23 z. sasz z.1aTsHE
Posey county-Mount Vernon, Monday,
October 4th; New Harmony, Tuesday, 5th;
Wadesyille, Wednesday, 6; Union church,
Thursday, 7th. ..---.- -.
Speaking to commence at l 0 clock, P. NJ
UISTs TO ADVERTISERS any men in
onr country know the value Of advertising,
the Messrs. Harper, the eminent publishers,
are the individuals In the last number of
their weekly journal they give some i'm
p0rtant hints on the great problems which
should engage the attention Of every man of
business-where and how to advertise.
They lay down as axioms that ia this coun-
try the benefit of advertising acknowledged
by every man Of sense, and that every one
who has anything TO sell is aware that his
sales will be in proportion TO the number of
persons who know of him and his goods !;
and that, beyond q certain very narrow
limit, he can only make himself and his
goods known through the channel Of adver-
tising. They then add that they have all
seen very ordinary wares forced by copious
advertising into universal use; it is obvious
that the best and cheapest merchandise
will not command a sale if the public be not
aware of its existence through the medium
of advertisements. One of the most popular
and modern inventions was neglected for
years and ruined its owner simply because
he neglected to advertise. The general
principle being thus universally admitted
that advertising is beneficial and indispensa-
ble--the only questions which remain to be
solved are, how and where should a man
advertise?
They lay down Two principles as consti-
tuting the science Of advertising, and regard
that advertisement as the best which carries
out both with most fidelity. The aim and
pGrport Of advertising being the introduction
of the thing advertised to the know ledge of
the public, it follows that those advertise
ments are the best which are most likely to
meet the eye and arrest the attention Of the
largest number of persons; therefore an ad-
yertisement is Talueless which only reaches
a limited circle of readers; and it is equally
useless, if, while It reachcs the eye of large
number, il be cot calculated TO arrest their
attention.
A few Illustrations arc given to throw
light on these points;
y placard in public conveyance is bad,
irasmuch as 1t is seen only by a very limited
class Of persons; but it is good, for during
the tedium Of the journey it is likely that
every one will read it. A placard on a wall
is faulty, for even in the most Travelled
thOroughfare it can only attract a very
limited number ofeyes; but if it be strik-
ingly and conspicuously displayed, it may
tempt every one to read it. The advertis-
ing cards which an enterprising tailor in
London caused to be scattered broadcast
from q balloon over the British capital did
not meet rs many eyes as a few lines in a
popular paper; but every one on whose head
they fell may be assumed to have examined
carefully the mock thunder-bolt.
With regard to advertisements in the
newspapers, countless schemes have been
devised in the hope of attracting the public
attention. Conspicuous headings had their
day. Once upon time the newcpaper
were full of business notices beginning in
some such fashion as q the end of the world
will not come till every one has supplied
himself with a pair of Smiths suspenders"
Faux Pas in High Lifc-Miss Jones, the
other day, in wearing one of Browns man.
tillas $50 only)," etc. etc. Says Buchanan
to Cass, send me pair of Robinson's patent
spectaclcs (price 81 10Y etc, etc. OF late,
however, this style of advertising has gone
out People are on their guard against fash
headings, and even "The Atlantic Tele-
graph" and "Queen Fietoria,s Message y
have vainly sought to beguile them into
reading about the virtues of patent soap nd
cheap hats.
The common sense of the public can lot
long be deluded; and, in this matter of ad-
! vertisements, the surest way of attracting
attention, after ALL to place the advertise
/ nIent as near as possible to matter which Is
/ sure Of being read. Advertisements printed
/ on the most popular pages of a popular
newspaper can hardly escapesattention. The
/ eye naturally wanders from the slashlng
editorial, or the telegraph dispatch, to the
modest business announcements alongside,
and fingers there; SO the aim of the adver-
tisement is attained. Advertisements SO
/ situated-that is, to say, on the most at
tractive pages of a most widely circulated
paper-realize, as nearly as is possible at
! present. the two conditions ora perfect ad-
vertisement. They attain the widest feasit e
publicity, and they attract the largest pos
Siblc share of attention. Such advertise
ments are worth paying for.
BsS@Col. Sloe, candidate for the Legislature