The New York herald. [volume] (New York [N.Y.]) 1840-1920, 1858-12-14
from the Nashville (rcnn. patri,t.l


over to the Ladies' Mount Vernon Association.
Was there ever anything more handsomely or more
molly done2 The transaction conters the highest
honor upon both Mr.. Bonner and Mr.. Everett How
can the enterprise fail when such acts these are
done in its behalf <
from the Washington Corresr ondencc OF the Winchester
Republican
Just think OF the proprietor Of the New York
Ledger making 1000 by four cent sales OF his
IaIer. 1t may be presun ell that each copy nets
him about q cents. Bonner has written an admi-
rable letter to the New York Times in regard to
the rdicue attempted by some of the papers. L
shan certainly buy the number of the Ledger con-
tanning the Mount Vernon Papers, and So like
" VIII every member of the Mount Vernon Asso-
citation Throughout IRE country.
from the Baltimore Daily American 4
THE MOUNT VERNON PArERs.--Perhaps the most
remarkable contract entered into in the history
Of literary journalism is that which has just been
| concluded between the Hon. Edward Everett and
Mr.. Bonner, the proprietor of the Netc York
/ ledger, by the terms of which the distinguished
orator and statesman receives the sum Of ten thou
sald dollars for series of articles 10 be contri-
lltcd weekly TO the columns OF the Ledger during
the year 1859. " j. understood ny the parties, and
las been set forth 10 the public in their correspon-
dence on the subject, that the money Is TO he given
| 10 the fund for the purchase OF Mount Vernon, to
which Mr. Everett has already, by his frequent re-
| PETITIONS % the Grafton on Washington, made such
! splendid donations. The extraordinary nature of
the agreement, the patriotic purpose for which it
| has been closed, and the exalted fame of the
| gentleman who thus disinterestedy volunteers
TO perform considerable amount of literary labor,
| give TO the matter high public importance, and
fully warrant us IN making il the subject of edito-
| rial comment. 1t IL surely noble ambition which
has npelled Mr. Everett to consecrate the closing
years OF his life 10 the rescue of the mansion and
tomb Of Washington from decay and neglect
Az for the unworthy sneers at Mr. Everett
| for rectng the Grafton wherever the popular
| wish has called for it, they may be passed by
| ned for
| tee. The same iastid.ous critics, had they lived
some three thousand years ago, would have light
| y esteemed certain blind old gaberlunze who
went about Greece singing of love and war, the
charms Of Helen and the wrath Of Achilles, while
/ they would set down the tale Of Troy divine az a
| very tedious rigmaroe indeed We may admit that
Mr.. Eyeretts discourse Washington is not so
great work OF genius IA the Had but claim for
| him motive in repeating il higher than any that
impelled Homer. supposng sGcn a person 70 have
ever lived which, perlix pN, learned Thegans,
| with Wolh, might incline y doubt. Let US rejoice
| however for their benefit, that Mr. Everett designs
| toserve The Mount Vernon cause during the coming.
year in another manner. The Mount Vernon
| Papers, in the Aetc York Ledgcr, will o3er them
4 an opportunity of legitimate criticism, while such
! cont buttons can give no umhrage being inJrd
| Dig. III the mere writing OF them even In a retired
| Secretary of State.
| We have expanded remarks to such bulk
! that We can have only word two TO say con-
corning Dir. Bonner, tie Fortunatus Of publishers,
who has found his penising purse in Liberal
| system Of advertising The munlfcent sum which
he has paid for the articles Of Mr. Everett will
be more than returned 10 him IN the increased cir
| culaiion Of his already ubiquitous weekly We
trust II VIII not be tho less enc 1uraged in years
10 cone for causing series of articles to be writ
| ten which we feel assured viii have permanent
| place in English literature.
From the New York Herald
THE QUESTION or ADvERTIsiSG.-Sorne Of the
journals in the interior of the State and else where
have discovered a new phase Of mental aberrs-
tion-to w.t. the insanity advertising. The chief
| victim Of this form of delilum is the extraor-
binary Bonner. Who publishes the literary weekly
called the Ledger, and who advertises il extern
! siyey as To make the journals ASK
is the man who pays these enormous amounts
for advertising crazy. or are the crazy ones con-
fined to The business men who do not advertise at
| ALI"
| The subject has attracted great deal Of atten-
ton on all hands. Somebody. il Is quite certain, 10
crazy on this advertising point, and we are willing
4 to give a. much light as We can upon important
| q subject. II will bc necessary 70 look into tho
philosophy and facts Of the casc:-
We have heard that when the remarkable Bonner
took hold OF the Ledger. IL small and not over
| profitable concern. He originated new and ORR
| ginal system Ut advertising, which has had many
| miiators in small way. Public attention was
directed To the paper, and its sales speedily in
| creased. Finally came the great financial crisis.
\ Everybody cut of the uxurcs. The newspaper
and book trade was much depressed. The publish
\ err generally bent before the storm, publishing
nothing, selling nothing, advertising nothing Most
Of the old fashioned meTchant aud traders followed
the same taking in sail and rels psing into
! state oi -iagnaton. A lew. however had the bold
ness To take different course. Bonner crazy
enough To- advertise still more extensively than
filling column sitter column with the announce
ment OF the contents OF ms paper Other men,
architects II their own fortunes, such merchants a.
Alexander Stewart-al-o Increased their advertise
Ing expenses during the crisis Sumo oi the whole
saic dry goods men moved up Ia broadway, scat
tered their advertisements broadcast through the
columns u the HERALD sold oil their stocks of goods
i ash N
meet their payments But of all these insane per-
sons Bonner was the worst. The melancholy result
Of his insanity il that his paper not only sustained
it, circulation through the hand times, but increased
\ it 10 a considerable extent-ihat, notwithstanding
the enormous amounts which he pays for aiver-
usrg, he i . rich man. with a country house. two
OF tllice last horses Sc., &c. and soon expect.
/ W see him sailing his own yacth ard making more
i Of a'shoN than thcnung Smith himself; and that
without rolidrg the corporation u penny.
| Now, look nj the old fogy traders who did not
advertise ii all. Whese - they nowl smashed
4 iiieircsaby, irreyOc@Oiy smashed, aud obliged to
/ give way - Younger men, who will not bc crazy
\ enough to wak IN The old way.
The pubic will Judge a. t. the crazy ones from
the act- IN the ~ viii make mp it, mind that
/ there j. good deal Of method IN the madness of
| re extraordinary Bonner which brings him in a
clear profit ~ twenty-five thirty thousand dollars
per aud allows him a. pay all MS great ex-
| penscs with cash down besides.
/ Who the crazy mcni-Bonncr who advertises
great deal, or the old focies who advertise not nc
| alk
Trom the jamestown ~. " Journal.l
/ BoSSERs LAsr.--Wc must give Bonner, of TIE
4 L,ogcr, our compliments with The rest Of man
| kind The last great stroke Of this Napoleon of
Advertisers is the giving vt his check 10 tho Mount
| Vernon Fund for $4,000, aud thus securing an
original article every week, for year. from the
| pen Of the Hon. Edward Everett, for the Ner York
| L,dger. This Bonner knows the value of such ex-
pcdcnis lie j. living practical illustration of the
| benefits Of liberal advertising.
lrcm the 81 Paul Ialy Pioneer
| Considerable interest has been excited In me
literary world by tho Crea, coup d. main Of the
| renowned Bonner, in securing Everett "a a stated
| contributor 10 his paper by the offer Of 10000
| cash 10 be applied % the Mount Vernon Fund
| Mr.. Everett has devoted himself with unring zeal