The evening telegraph. [volume] (Philadelphia [Pa.]) 1864-1918, 1864-08-27


follows that they must be restricted 10 the
courts and alleys, whence the shrewd rag
plckers hasten 70 remove them before the very
paste has time 10 dry. In many European
citles, but especially In Germany, the posting
ofa blu upon wall Is punishable by a heavy
| fine.
In Berlin and Paris, at certain street inter
sections, there are erected pillars or artificial
stone, which belong TO the corporation, and
for certain premium those who desire II can
have the privilege Of using them 10 post their
bills, the price being about equal per day to
what Arst-class newspaper would charge In
Its regular advertising columns. Tho plsn,
however, is adopted TO but a limited extent,
and tbe tendency Of the government structures
inslines TO a encouragement Of the object
We conclude from long experience that ad-
vertislng IN periodicals and newspapers Is Of
al kinds the most profitable and expedlent.
No man who has relied solely upon this
means has ever regretted the expenditure, In
view Of the results; while Ne could, if we
chose, point 10 instances in which this
city hss been literally flooded With
expensive circulars without producing
az a consequence single dollars worth Of
advantage. Posters, excepting for smuse-
ments, or those abomlnable and nameless sub
ieCts With which we would not for any price
pOnute our columns, should take their place
among the traditions Of bygone age. They
are Odious to the sight, dlsAguring to the wall
or building against which they are painted
and we repeat, do no good
But In newspaper of respectable character,
advertising Il TO business what manure Is TO
soil. 1t meets the eye Of the reader at periods
when he is at leisure to note It's import. He
sees it day a(ter day, and by and by want
suggests ITSELF How easy 1t then becomes to
establish coincidence between the want and
the place At which It can DO supplied The
newspaper accomplishes this, and thus the
bread which the advertiser has cast upon the
waters returns, even though II be "al(er many
days"
In this respect we think our observation
qualities Us to proffer further suggestion -
The paper In which to advertise should be
selected according to the character of the
merchandise TO which attention Is desired;
and, therefore, 1t becomes evident that the
most valuable medium for advertising Is not
always the journal having the widest and
most indiscrlminate circulation. We will
explaln:-Would not a dealer In diamonds
and rare jewelry prefer to insert his
advertisement In a paper OF say Of ten
thousand circulation among people of
wealth, refinement, and elevated tastes,
rather than another Issuing 10000 copies,
which circulated chiefly among those who do
not buy such costly and luxurious wares ?
Would butcher advertise his beef and mutton
In q journal devoted to vegetarians, or manu-
facturer of fre-buckets seek publicity for his
products through the columns of Ladies'
MagazineP Or would bookseller expect
remunerative results from advertising classical
works in gazette whose sole patrons were
chambermaids and milliner girls? AssuredIy
not.
The paper In which general business adYer-
Using is OF most advantage, Is one that Is read
BY Jonilies-tbe paper which, after the family
head has perused its contents, Is taken home
or the entertainment and instruction of the
To furnish such q paper 1t is
essential that all Advertisements OF an improper
,haracter should be excluded, and that the
'ortion Of the paper devoted for this purpose
hall be rs free from grossness as tho strictly
'ditorial columns.