Evening star. [volume] (Washington, D.C.) 1854-1972, 1858-06-24
WASHINGTON NEWS AND GOSSIP

made in this country, in the last decade espe-
cially, have been those made by enterprsing
and shrewd advertising. Brandreth, the pill
man, with a simple preparation, the compo-
nents of which are well known to the faculty
and often prescribed by them in simple cases
requiring a rapid and thorough cleansing of
the bowels, has made a million. clear, by spend
ing $4,000 per annum in advertising. His ca
reer is but the counterpart Of that of Townsend
and hundred others well known to the public
through their advertisements. We have, Of
late, had an example in our own midst, in the
person of Philbrick, the gift book store man,
who with a stock with which nine out of ten
booksellers in the Union would starve, through
his knowledge Of the business of advertising
and his boldness in putting that knowledge
into practice, has reaped here fifty dollars profit
on every five dollars he has spent in advertising
in our midst. We know no other person in
trade on the capital he has invested in his
fifth az much money among US, in the same time,
as that same Philbrick aforesaid.
We owe much of the unprecedented business
success of the Star to the manner in which we
have advertised it abroad, and as long as we con-
tinue in the business We will pursue the same
policy. No one calculates the value of an in
vestment closer than ourself, and we are per-
suaded that every dollar we have 80 far spent
in advertising the Star in distant newspapers
has repaid us tenfold These reflections passed
over our mind on reading the following truthful
and pithy article, which we take from late
| number of the New York Tribune:
There are sOlu. Thousands of of
whom each has fortune within his easy reach,
which he would inevitably secure il lac only
| compTehended the and importance OF Adver-
Using. They are owners of patents for he cbea p
and ready production of articles of general utility
| manufacturers under favorable circumstances of
| unpatented articles OF like nature, owners of
| large tracts of cheap and fertile lands, and hun
1 dreds of others. Many man who faBcies him.
self shrewd, and appears to be thrifty, saves ten
| thousand dollars year by refusing to advertise,
and thereby deprivss himself of fifty thousand
| that he would otherwise make. The blindness
| of many to this truth is amazing. Here is the
| publisher of a weekly newspaper, selling for
four cents per copy, who has paid at least SI0J,-
900 for advertising in other papers during the
| last year, and has made at least equal amount
| by so doing. We think he might have adver-
tfsed more judciously; but hardly any advertis-
| ing can be so injudicious none AZ all The
| Pnolsher OF Young rival (rhe New York
| Weekly in the same line PAYS over 81 500 for
an advertisement in one issue Of The Weekly
| Tribune; and we believe he will make money
| by the experiment. The present publisher Of
| The American Agriculturist bong ht that paper,
| when several years old, with less than three
| thousand subscribers he commenced ad-
| vertislnS it extensively, and within the two or
three last years has run up its circulation to the
| vicinity OF thirty thousand. He has certainly
| improved his periodical intrinsiCally; but this
| without advertising, would not have raised his
| subscription by this time TO ten thousand. Aud
| he has made by his work the money which he
| had thus expended, so that the largely increased
| value OF his establishment is much clear gain
"We might multiply such substances indef-
| nitely. Mr.. +. Il. Barnum made large fortune
| in good part through jndiciouS and extensive
| advertising, and lost it by something else IL he
| ever regsins it, il will come as il did before
| Mr.. :. p. Townsend is another instance of sue
! cess achieved through an adequate comprehen-
| SION OF the value OF newspaP publicity Hun
| dreds have doubtless succeeded for time through
| sheer quac kerry and impostuTe; but these do NOT
| invalidale the rule that he who has anythin1 +,
dlspose or which IL is the interest OF others 70
| buy ought to provide literally for making his
| wares known. IL IL be advisable to pay for a
sign over merchants door, it is equally advsa-
| bic to take measures 10 inform those who mig
| pass that way II they only knew the store was
| there.
''Of course, advertising, like everything else,
| has It's Limitations. The owner of "A corner
| grocery in Williamsburg drug store in n ew-
ark can rarely afford to ADVERTISE his business in
a widely circulated New York daily; because
| ninety nine hUndredths of those who read that
daily are most unlik tly to paronize that grocery
that drug store, no matter how fully aware of its
| existence. But if there Were sheet circulating
| ohIF Ut Hidlnly WITHIN the natural circle of his
| custom, and circulating generally there. the
grocer or druggist could well afford to pay fiirly
| Tor advertising therein.
| . Half those who attempt to ad vertise dana
| themselves by concealmPnt unwise brevity
| we presume few sensible, substantial persons
| ever need an advertisement couched in tel ms of
| mystery or ambiguity. Why should they, Ii A
| wants you TO address him and enclose most
| age stamp, promising you V advantag eous
| Largain or employment, why should he not be
| eKpllclt! hat is the excuse for mystery in the
gE-p In :
| cealment involves knavery or fraud If YOU have
| anything to protfer or impart, speak out.
| The sewing machines of cur day afford a.
| ready illustration of what NAV be effected by iu
| dlcions liberal advertising. These are now be-
ing made by various concerns at the rate OF per
| haps one Thousand per week: ana all the coed
ones are sold about rs fast as they be made
| These machines are pervading the country al d
| reVolutionlzing the branch of industry to which
| lhey pertain with rapidity beyond precedent
Ihelr merit Is OF course one essential element of
THIS progress, but extensive and persistent ad yer
Using is another. Without the aid af the press
| tney wonid have been fifty years effectin2 the
change that will now be effected in ten. This
saving IN tune makes the q ference between pen
ufy and wealth TO the prncpa inventors tn roug
whose achievements the machine has been
brought to its present perfection. So il might be
Win other inventors, If those who work their
patents understood the value and the manner OF
Advertising
A BUNGLING DIPLOMATIsr Lord Narier
does not seem to have cut his eye teeth. We
judge so from his intimate association with IL
leaders OF the Abolition party in this country.
His mission is to the Government Of the United
States-to the Executive portion oft Hsduty
to his Government is to render himself as ac-
coptablo to and influential personally with the
Executive branch of this Government, as DOS
sibie Yet be seems to overlook that point of
diplomacy OF his business herc-and, on the
contrary, to seek his friends, conidants, asso-
ciates, and, We presume, advisers, among those
VIGOROUSLY most hostile and least acceptable to
the present Government of the United States
Thus,he is of on Ostens bic coal hunting
tour, with bis abolition bob-e-she- Lees, instead
OF being in Washington now, when the presence
OF her Majestys Minister accre ditel to this
capital is more necessary for the interest, of
England than at any former period since the
enlistment imbrogliO was at its height
sTAt nrr~ ~ I'M