The New York herald. [volume] (New York [N.Y.]) 1840-1920, 1859-09-12

Herald.
AT no previous season did the fall trade open
SO early as the present. Business of all kinds
in this city seems to have received prema-
ure, though not an unhealthy stimulus; and us
a coacomitant, as well as an indication of the
immense increase of trade, the advertising
business of the HERALD has grown to be such
that the ordinary space allotted to our daily
issue cannot compass it, We shall, there
fore, be compelled during this week to
publish triple sheets two or three DAYS,
in order TO furnish our readers with the
news Of the day in the full and comprehensive
form which we find necessary for the wants Of
the public, and al the same time to meet the
demands Of our advertisers. AT this season the
advertisements of dry goods and opening fall
fashions alone occupy from four to five columns
daily. In all probability we shall in future
have 10 continue the issue of triple sheets
two or three times week regularly during
the active business seasons and this in
novation may be but precursory to daily
| issue of the same dimensions. And as time
goes on, and the vast commercial resources of
this metropolis develope themselves it will per-
| haps become necessary to increase the triple to
| quadruple sheet. There can be no better
illustration of the growth and Importance Of
the press than this fact and yet it is only within
the brief period of a few years that the press
of this city has assumed the prominent position
it now occupies, or has become an indispensable
agent in the commercial and general progress
Of the country. Twentyyears ago the New York
papers commanded littfe or no influence. Now,
the eight pages Of the HERALD fall so far short
of the space required for the news and adver-
tisements it is compelled to publish, that, as we
| have said, its size will before long have to be
| greatly increased, if not doubled. Already
we have been obliged, after the manner
Of the London Times to add supplement oc-
casionally to our regular double sheet, and
from the appearance Of things now it seems
likely that we shall eventually have to issue a
supplement to our triple sheet also.
Not only is the HERALD employed as an ad-
vertising medium in this city, but its columns
have now become the agents of advertising all
kinds of business in other cities in the United
States and Canada The theatres of Philadel-
i
HERALD. The Cunard steamers starting from
Boston are also advertised; the sailing days Of
the Philadelphia and Liverpool steamships
are regularly announced in our business
columns; and SO with almost every enter-
prise throughout the entire continent. In
short the HERALD has grown to be essential as u
universal advertising agent since the ramilica-
| ~ de has ~.
country which carryit to the mostdistant parts
besides furnishing ideas and news to our provin-
cial contemporaries in all quarters And, Incl
dentally, as one instance OF the fruits of
advertising in its columns, we may mention
The fact that, during the last week two, sums
Of money were lost in this city by individuals
who could i'll afford to lose them, and were adj
| yertised in our columns and before noon of the
same day they were returned to the owners
| In each case the parties who returned the mo-
| ney stated that they did so in consequence of
the advertisement in the HERALD, and in each
case, likewise, the losers called on us to thank
us for our agency in the restoration of their pro-
| perry. Almost every day we have applications
at this Office concerning large devised estates
l
corning them having appeared in our columns.
| OF course we know nothing Of the facts; but
the advertisements are their own mouthpieces
and in many instances of which we are cogni-
zant individuals have become the recipients of
large fortunes through the means of such ad
vertisements.
| These are substantial facts in our career, and
| hence the necessity of healthy expansion in our
size. The HERALD is no longer a mere metropo-
! Titan organ, the value and influence whereof is
| limited by the boundaries and interests Of New
| York, but has grown to be cosmopolitan or
gan, whose opinions influence and control in
terests existing far beyond the limits, not alone
Of the State, but Of the republic itself; and our
columns have thus become necessary as an ad
vertising medium to all classes in the commu-
nifty.
Such has been the progress Of the American
metropolitan newspaper within a period short
of a quarter Of a century. It has helped to build
| up commerce, and commerce has in turn contri-
buted to build up tie newspaper until the in
forests of each have become closely identified.
But how shall we measure the value Of an in
dependent press in its influence upon the ma
tional policy, the national dignity, and the uni-
versal welfare of the nation?
TRo1TING HORSES IN New RoLE-The
owners of the two celebrated trotting horses
Flora Temple and Princess, are generally I'm
derstood to be making quite nice thing out
OF the exhibitions which they are giving this
season. The initiated imagine that these
matches are real contests of speed and they
make their bets ON the respective horses, una
ware thatthe matches, under the circumstances,
cannot be any other than mere friendly exhi-