The New York herald. [volume] (New York [N.Y.]) 1840-1920, 1859-03-05

Why be should do so wGs wonder To the gaping
multitude hut 10 the man who could see little far
Their than his neghbors into business transactions
it was palpahlc enough. Fanny Fern s writings had
Just burst upon the people In all their simplicity
and beauty, and had touched the hearts Of thou
sands. A mystery likewise hung over her identity;
and what with the charm which ever attaches to
mystery and the yearning desire to read more rom
the pen of SO touching writer, and the addl.
tional anxiety to see the story for which On almost
unknown editor could be so foolish las they
thoughD 10 pay 800 colnmn a demand was Gre
ated for the LEDGER far beyond the publishers
most sanguine expec atoms. -,
Another great aid to prosperity Mr.. Bonner did
not fail to invoke-that Of the country press. we
well remember receiving small slip Of an adver
tisement, with notice stating that if we would
publish it twice We should receive an exchange.
Mr.. Bonner asked then no more than others before
him, and do even now ask of editors; but unlike
several, he was content with modest request, and
required no more than about the price of his paper
in work. His request was complied with by this
the LEDGER in exchange; and we may add, unlike
his contemporaries he never forgot his friends; for,
as regards this Office, the LEDGER has been received
regularly in exchange ever since, notwithstanding
Mr.. Bonner pays us a considerable sum for adver-
Using him at occasional periods.
No sooner had the 500 n column story become
to be commonplace than the reading public were
again astonished by the announcement OF new con-
trbutors OF considerable merit who were engaged
to write solely for the LEDGER. Here was another
new feature something that had never beep at
tempted before; and, what was more, the stories
were to be copyrighted-w would not be published in
book form--could not be stolen by rival publish
ers-they must be read in the LEDGER or not at all
Then commenced the giant scheme of advertis-
ing which has made Bonner the noted man that he
is, and his paner the pride OF the home circle.
and Times, were filed with first nstalments of
every new story in the LEDGER, and then when the
reader became interested in the plot, he would find
that 1.-THE remainder of this story will be found only
in fho XnrkI rn .r.u' Nc Thaaa af
stories were thus advertised i'll those papers at
enormous prices, indeed figuring up to hundreds OF
dollars per day in each paper. why" said the
public, 1.-THE man must be mad.i still they must
read his paper--and that was what he wanted.
Soon came another change. More popular and
noted writers were exclusively engaged. The style
of advertising was changed The instruments of
stories were lessened; but the same space, and
sometimes more, at the same enormous cost was
occupied by advertisements containing nothing but
a reiteration of a few words Everything new at
tracts attention, and so did this system OF adver-
Using. Then Bonner got up another reiterating
advertisement, in the shape of chess-board. Then
by that time, lie began to think he had reached
pretty nearly all the readers of the New York
dailies and commenced to make his name,
stories and style of advertising familiar to
the readers of our inland city dailiess;
then to the patrons of the country week
lies until there is hardly family unacquaint-
not drop of the main levers of his fame (adver
tsing), but keep his name, his paper, and his do
ings before the people in more modest way, till,
perhaps we shall find his genius in the advertising
line dropping out where least expected, and in
manner to still more incite the people to become
better acquainted with him.
Again were the public wonder struck by the an
nouncement that $4,000 had been given by Mr..
Bonner to the Mount Vernon Association, on condi-
ton that Hon. Edward Everett would write, week
ly during a year, for the LEDGER. The price as
tonished the public. The idea Of such noted man
writing for the LEDGER astonished everybody, aud
~,
sake Of perusing the writings of Everett.
Rut wonders will never cease" We this week
are surprised by poetry from Bennett, of the
New YORK HERALD, an article each from Gree
ley and Raymond and still more taken aback
with the announcement that q member of
the great periodical house Of Ross, Jones
Il Tousey, is about to proceed to London, to
an agency 'heff for tine sale OF the New
"Thunderer' be filled with LEDGER advertisements;
then will Dickens, Thackeray, Sir e. b. Lytton,
Mary Hewitt, and all such stars in the lite
rary armament be paid to shine in the LEDGER
alone, to the delight Of all its readers. We should
not be surprised If Prince Albert was engaged to
write for the LEDGER; the Queen, Victoria, also to
furnish a series OF articles on her much admired
system of home government, for the edifcatiOn of
mothers. The young sailor Prince, too, might fur
nsh a series OF nautical experiences; and if Bon
ner but lives to good old age, wo 800 no end to
his enterprise. There is France with all hergalaxy
of literature. The LEDGER in French, with Dumas
and Prince Napoleon for leading contributors
would not be extraordinary for us; for to tell the
truth We should not be surprised at anything the
New York LEDGER may accomplish or undertake.
There is an example in the rapid advancement of
Mr.. Bonner to prosperity, and OF the LEDGER to
public favor, which may be taken as guide by
every business man. The means Of his success have
been liberal advertising, and making the commodi-
~ offered for sale of intrinsic value, and always of
The same worth, unless il be varied with improve
ment Many people have tried advertising; they
kept good articles; they have gained a great run
t1,ox, l-anxx
ces; their custom lessons; then they discontinue
advertising; their custom falls off more rapidly
still they persist in their neglect of the main levers
of business, and eventually they are ruled out by
more enterprising men. II should always be re-
membered that the two great levers of business
are advertising and honorable dealing.
from the Philadelphia Press.l
TIE FIRST EPIsTLE OF SAMUEL THE SCRIBE UNTO
THE LEpGERIANs.
rut