The Middlebury register. [volume] (Middlebury, Vt.) 1850-1882, 1859-01-26

| The ARKwxIaHT of the Ledger has
simpliied, in multiplying, as great minds
always do, the element in which he works.
He does not weary the public with essays,
he simply directs them, mutitudnously,
to tread the Ledger," or informs them
that the Ledger is out'--myriad repe-
titions of single phrase, occupying entire
issues Of the daily press.
Repetition sans cesse" is then the
secret of advertising eternal, everlasting
exhausting whenever you cast
your eye you may read it. Could all the
crows in the Union be persuaded to give
up cawing, and cry, 'CoBD's Great Story "
The Ledgey is Out I" or, Everett
Everett Everett !" this publisher
would pay the charge of their education.
Criticism cannot be applied to the Lea.
ger literature. People who read criticisms
do not read that A storm of satire and
invective may extinguish strong reputa.
ton, but the detaching of myriad of
readers from the Ledger would hardly
cause huctuation in the financial purse
of the concern. Even what is called pub
lie opinion, created by the general body
of intellect in the nation, does not reach
the dim, subterranean sea of sentiment
and sensation which this Ledger literature
gently and sluggishly excites Criticism
is for the select few, the upper hundred
thousand of intellect, who, if they read
Ledger literature-successor to the "yel-
low-covered"--read it only from curiosity
as one pauses to see what the crowd look
at
Whether the art Of Advertising has
been exhausted in this surprising effort Of
the publishing mind, ..can only be cOnjec.
tured We can think only of one improve
ment--the application of the telegraph
that Ledger may appear simultaneously
at every publishing center Of the Union.
We are curious to know to what unheard
of extent the art of multiplying sales can
be carried. 1t would be valuable addi-
tion to our knowledge the real number of
innocent readers in our 25,000,000 Of
population whether one person in five,
and not one in eight, is at length the shore
Of the Ledger ocean.
The art Of literary advertising having
been perfected, and the non Dius ultra
of diffusion attained by weekly newspa-
per all other weeklies of the same caliber
having been absorbed by the Ledger; all
popular novelists and esssayists, by Cobb
and Ever ett with proof positive before
us that the masses of men and women are
not individually different, but have one
taste, in novels and essays as in bread
there is another application of the lately
discovered art of advertising, and that is
the political The twin stars of the
Ledger have attained, as we'll as confer
red, reputation. Myriads, and even
millions know Cobb, and Everett, who did
not before know them. "Repetition sans
ceSse endless iteration, may it not be ap-
piled TO men as well as letters; May
not the jackdaw style of advertisement
work as we'll for Presidential candidates
as for sentimental novels and essays of
withering simplicity Should the Led.
ger Napoleon enter the field and apply
his extensive boring apparatus; if this
Arkwright of print who for one poor
spindle, sets thousand buzzing side by
side, on the frames of the daily press,-
should this be applied, not for Ledger
literature merely, but for some Presiden-
tial candidate of the Ledger level -
what stupsndous results might not be an
ticipated in the political world
If the ARKwRIeHT Of advertisers has
discovered that the masses Of men and We
men have no literary discrimination or
personality, but are all alike charmed
with the same simplicity, why may not
some political adventure find, by the same
process, that this uniformity and dead le-
vel of literary taste is accompanied by a
fatness and prairie level of moral percep-
tion, and by applying the advertising jen-
| ny of the ARKwRIeHT Of advertisers to q
candidate, enable one popular mediocrity
| to out.number and override all the others
and by dint of everlasting iteration--and
mere multitudinous boring and spinning Of
a name, with virtue or two, jackdawed
at the same rate-carry a Presidential
! election2
A terrible suspicion of CoBB and
EVERETT flashes across our brain. 1t
may be that these two men are using the
half million circulation of the Ledger
read by one and half million equally
pleased, plantic and altogether similar
persons, with one taste, one novel and one