Clarksville weekly chronicle. [volume] (Clarksville, Tenn.) 1865-1867, 1865-12-29

2ih AoN ouNNttu ht NOulu luc tAptnSVS ana the
twenty-five dollars besides. He requested the young
man to go to his room and write advertisement,
Wmch he did making long one, and, when hand.
ing It TO the lecturer, remarked that he would have
\ put in the cheapest part of the newspapers
That would not do the lecturer told him the ad-
yeltisement was too long it must be short and put
into the most prominent part Of the paper and
wrote one himself the only words used being. "E.
b. Bates 10 Pine street. attorney and counsellor at
law" the surname being in large letters the initials
very small, the ''attorncy and counsellor at law
in very large letters. Thus, the prominent fact
was that there was man named Bates and lie was
an attorney and counsellor at law. This attracted
attention, and after while his name became well
known and because well known, Its owner was
supposed to be good lawyer. The result was that
this Mr. Bates, of 10 Pine street, was now one of
the most wealthy lawyers of ST. Louis.
But whatever was advertised no matter whatit
was, must be of the best quality. This was the
case with the Paris pencil man; this was the case
with Barnums Museum. Another example of this
was the success Of Mr.. Barnum. Mr. Barnum paid
$500 for his museum with debt of $4,000 upon it,
The man to whom the money was due, once visiting
Barnum, found him eating a cold dinner, and was
told by him that he should eat only cold dinners
till the $4,000 was paid. Mr. Barnum thought of
advertising and finally hit upon the following
plan: He employed number of painters, making
them promise not to say anything about what he
was going to do, and ordered them to paint pic
lures of all the animals in the country, and few
that never were in any country. These were one
night stuck all over the front of the building
When Ieople came past IL in the morning they
wondered where they had all come from and be-
fore the day was over the museum was crowded
And this was repeated day after day, when at last
he saw several thousands outside unable 10 get in.
He then made passage TO Ann street. and adver-
tsed that he had San egress" in his museum
which drew greater crowds than ever, whom he
showed through the egress TO Ann street.
In Poughkepse the speaker got man TO deliver
lecture at his college. People said that it would
not succeed-it would not draw audience. But
ne was determined to have an audience, and never
failed. The tickets were put at high price to
create an excitement. Then he went to printer
and order him to print lot of tickets with the
simple word uhea upon it. This created great
excitement People could not understand it, and
asked of each other, and of the printer what it
meant but the answer was everywhere the same
no one knew what it meant The next day an
announcement was made that such aecturer would
deliver an address-the announcement being placed
under the word ,ohen The result was a full house.
| To succeed in business men must be honest
The lecturer had never known men to succeed un-
less they were honest Everything must be good
that would succeed.
i The proper way to advertise was TO advertise
only one article at once As, for instance, adycr-
tise Sugur-Sugar-Su People would have
their attention attracted by that one word, and
they would buy sugar. The result would be that
a large sugar business would be established But
| il people advertised all they had got to sell they
would not be read. This was so with everything.
If your business was dry-goods business, silks
or some other article must be advertised, and that
ialone. An excitement must be got mp, and then
business would follow
Another rule for successful advertising was to
advertise in the best place in newspaper, no mat
| N what IL MIGHT Tho dyprtieamnnt mi
be in conspicuous place, or it would not succeed.
Merchants in Europe beat US in advertising. They
frequently pay over 100000 year for advertise
ments. Stewart, of New York, advertised his cot
ton goods all over the Union His cotton goods
alone were advertised, and it brought him immense
returns. Mr. Bonner once went to Mr.. Bennett,
the editor of The Neo York Herald, and asked
him if he could have three pages in the morrows
paper for his advertisement of The Ledger. The
answer was yes, If he would pay double rates he
might have as much as he pleased. Upon which
Mr.. Bonner said he would have the whole paper
The consequence was that the whole paper had
nothing but Bonner's advertisement in il.
On one page in large letters, it was stated that
an article written by Henry Ward Beecher would
be in The LRdger; and so on through the whole
eight pages. Mr.. Bonner did not advertise all he
had TO sell, but only attracted attention to The
LcdgT.
People who wished to succeed must use their
oItluSi .tuey must not ucpeuu manual WOrk.
Advertise, and thousand men could be got di-
rectly for labor on the streets-because every one
could do it. But advertise for telegraph company
presidents, college presidents, etc. and few would
answer the advertisement Young men must cul-
tiyate their intellect Simply good handwriting
would not insure success Mr.. Bonner bought The
Ledger for $500, when it had circulation of anIy
one hundred and scventy-ive. He went to see Mr..
Barnum, to consult what was the best plan for adj
vertsing. They at last fixed upon plan which
was to have story written especially for the pur
pose and printed in every paper in the State Of
New York, in cities, and town, and villages. The
name of the story was the HGunmaker of Moscow"
The first part of this story was put into every pa
per on the same Saturday morning. At the end of
part first it Stated that itwould be continued in the
New Yerk Ledger, published by Bonner. The
story was copied into Massachusetts, papers, thence
into those of other States and Mr.. Bonner soon
became one of the richest publishers in the United
States, The great advantage of having large
column advertisement in paper was that it cover
ed other adyertisements-people could not help
. seeing it,
But advertisements must be frequent-a single
advertisement would have no effect They must
be repeated until the name Of the advertiser be-
came well knowE.