The Weekly Perrysburg journal. [volume] (Perrysburg, O. [Ohio]) 1861-1???, 1866-08-10
Selected sSlistrllanp.
Bnrnunl ana bonner on Adver-
tlSlNu.

t.. ...lt ... ... tASlhks .s.H.....E. h..
Professor II. G.. Eastman, of Eastman's
Business College, Poughkeepsie, New York.
delivered lecture in Chicago, q short time
81 nee, and took for his subject Advertis.
ing, aud how to do it," He appreciates
the benefits arising from Advertising, and
understands how to do it with profit.
There are only three men in this country
who thoroughly understand advertising
Barnum, Stewart. Of New York, and Bonner
Of the ~ Y. Ledger. 1913
Not one man out of ten knows how TO
write at advertisement 90 as to attract the
attention and excite the interest of the rea
ler. Stewart pays a man S22 900 per year
tor writing his advertisements.
The great mistake in most advertisers is
that they crowd too much in one advertise
ment. Almost everything they have 10
sell must bo named in their advertisement,
aud not Que man in fifty reads it. One
thing at time should be advertised, and
that frequentlyi and the aim should b. TO
excite, not satisfy the curiosity of the rea
ders. For instance, adverhse--Sugar !
Sugar. Sugarl People would have their
attention, attracted by that one word, and
would buy sugar The result would DO
established, Stewart advertised his cotton
alone all over ths country, II brought him
immense returns, and to-day he is the
merchant prince of New York City. Boz
ner bought the Ledger for 5000, when it
had cny one hundred aud seventy 6vo cir
culaton. ~ ''' -'1
lie went to see Mr.. Barnum, to consult
what was the best plan for advertising.
They at last fixed upon plan. which was
te have u story written, for the purp, SO
and printed in every paper in the State oil
New York, in cities and towns, audNillages.
The name of the story was the - Gun maker
of Moscow, The first part of this story
was put in every paper on the same Sdtur.
day morning. AT the end Of part first il
stated that Il would be continued, in the
New York Ledger, published by Bonner.
| Fhe story was copied into Massachusetts,
papers, thence into Pennsylvania papers.
and thence into those of other States,
and Mrs Bonner soop, BECAME one of the
| richest publishers in the United Statos'
| The great advantage of having a large
column advertisement in the paper was that
it crowded oiher, adyertisements--people
could not help seeing it.l ry.rr-e
Mr.. Bonner once went to Bennett, the
editor OF the New York Herald, and asked
him if he could have three pages in ihc
morrow's papers tor his advertisement of
the LEDGER The answer was, yes, it he
would pay double rates for it, he might
have as gmuch as he pleased Upon
which Mr.. Bonner said he would like tc
have the whole paper. The consequence
was that the next day the paper, had
nothing but Bonner's advertisement in it.
/ p On one page la large letters, it was sta
tied that anrarticle written by Henry Ward
B5ecler would be in the Ledger; and sc
~, a i,t1,
did not advertise all he had to. sell, but
only attracted attention to the edger
To!day the Ledger has over three hun
tlrel aih5usatid circulation, and B5nner
drives lis twenty thousand dollar span o.
horses. .-as -.ft5 sfi te,fr .a.ft.r .-.- e.
Barhumpaid $500 fer his museum witt
a debt of $4,000 Hponit he thought o
advertising, and finally hit npon tie follow
ing plan: lie empldye q number of paint
ers, making them promise not to say any
thing about what hen was going to do, and
ordered them to paint pictures of all the
animals in the country, aud few that never
was in any country. These wore one night
stuck all over the building. When people
came past it, IN the moruing, they wan
dered where they had al come from: and
before the day was over, the museum was
tcrowded. And this wasrepoated day after
! day, when at last he, saw several thousand
outside unable to get in. He then made a
ipassa5e IN Ann street and advertised that
he had Han egress," in his museum, which
! drew greater crowds than ever whom he
showed through tho egress to Aun street.
Mr.. Blrnum says of Advertising g
never natroniz5 business that don't adver.
tise for tue reason that i invariably get
cheated. The peuur ous principle that pre-
vents u man from keeping his business be-
fnre the people by advertising, will prevent
him from selling cheap s. ,.f ~, e,;,