Montgomery County sentinel. [volume] (Rockville, Md.) 1855-1974, 1859-05-13
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THE ARR OF ADVERTISING.


Extracts .from qa Address 5efors TIE late Ohio
Eaitorsa Coarention By Il. Brinkertog
As | have before stated, there are va
rious kinds of advertising, all of which
are useful in their places, and of which
| shall speak in their order. First upon
the list, as the best of all, should be
placed newspaper advertising; it being
upon the whole, the cheapest, readiest,
and most cflectual method Of attracting
public attention.
The newspaper is published aud circu-
lated upon the we'll established principle
of association, being tbs result Of a COM
bination Of great many persons, each
Of whom pays his proportional expense,
thereby rendering it merely nominal to
each.
The newspaper is circulated without
any expense whatever to the ADVERTISE
which is by no means au unimpor,ant
item, as every one will testify who has
had any experience in distributing his
own advertisements Not only is the adj
vertiscmenl circulated by the newspapers
free of all expense, but it is done more
speedily and thoroughly than it can be
done by the advertiser The newspaper
is already an established system thou
sand doors are opened to welcome it, a
thousand messengers are daily and week
ly seeking the Post Office to receive it,
a thousasd families look for its coming,
and a thousand read it when it does come.
Again, those who read the newspapers
are the very persons the advertiser wishes
to reach; they are the intelligent and
we'll to do, the enterprising citizens of a
country, and are therefore the most like
ly to buy that which is worth buying. -
Again, the newspaper is not transient,
but periodical visitor 1t comes day
by day, and week by week, and is ex-
pected and welcomed as a friend To it
every one looks for information upon all
/ subjects Of interest to himself. The city
reader scans the telegraph reports, pores
over the commercial column, and then
at his leisure reads the propositions Of
metropolitan advertisers, and dips into
politics. The country Subscriber, how
ever, reads everything, from the motto
at the head to the last Inc Of the adyer-
Using page. Away from the attractions
and turmoils of the town, he has leisure
to do so, and is benefited by doing it.
Thus every advertiser reaches the person
be desircs-the wholesale dealer prinei.
pally through the daily press, and the
retail dealer through the weekly press.
1t is lille to talk about advertisements
not being read, for observation and expe-
rience invariably prove the contrary
Sooner or later, every advertisement will
be read by every subscriber who would
be interested or Influenced by its contents.
1t is true, some advertisements are read
more and needed more than others, but
this is on account of the tact Of the adj
vertiser, and not the fault Of the news
paper.
There is, however, class Of persons
who never take newspaper at ALL al
least not their home or local newspaper
and consequently they must be reached
in some other way. These persons are
found in every community, and always ii
sufficient numbers to require attention
from business men. They arc also fire..
quently large consumers, and being igno.
rant of the advantages Of the market
always pay the highest remuneratiyC
prices for what they buy Under these
circumstances, the merchant can afford 10
employ the more expensive forms Of adj.
vertising 20 reach them, anil he should
do so by all means. Stare them in the
face at every corner with three-shcet
poster--drop handbill in their wagon.
every time they come TO town, send cir.
cular to them through the Post Office, and
in every other way that can be thought
of bring your business to their know.
ledge. Whilst you are doing this, you will
also incidentally jog the memory Of your
newspaper customers. We all love no.
vclty, and will be attracted by il, even
in an advertisement.
Another important matter TO be at
tended to in an advertisement is in It's
substance and form, or, in other words,
how it should be worded, aud in its typo
graphical execution. Here, in fact, is
where advertisers fail. Some content
themselves with a mere business card Of
half dozen lines others spread the same