Evansville daily journal. (Evansville, Ind.) 1863-1866, 1866-03-14


pensea for the past year were some siz
thousand dollars, but no ono can visit
bis establishment without seeing that il
paysf --
Truly the best trumpet is the advertis.
ing paper. Il is the town crier. Il fslli
you at glance where you can buy the
cheapest, and self Mt the most extortion.
ate profit. 1t tells you whose hair-dye
il the best, and what oil company has
the most nasiering prospect, and which
artiste 10 going 70 play the French Spy.
The newspaper 10 an epitome OF the
busy, lively, swindling world, with lie ro-
nance and its foIlies; and the advertising
columns, to rejecting mind, are per-
feet chart OF The popular character just
as phrenological chart is descriptive Of
the individual character to professor of
the bnmpy science. a. suAL
Both Commodore Vanderbilt and A.
t. Stewart millionaries of New York,
accumulated their cash by advertising
persissanEly and extensively. It was a
cardinal principle i'm the belief of the
former, that the highest measure Of sue
cess was only to be reached By adveftis-
ing in every paper in the country
though it circulated bnt three hundred
copies, Steven Girard, our Philadelphia
millionaire, owed most Of bis success to
printers ink, and used to counsel others
foatfyzshe came experiment. Jay Cooke,
our eminent Philadelphia inancier, at
tributssshis success IN populariziag the
national loan almost wholly to the press
of the land os Barnum says. tsAdver-
tise, keep advertising. aIf your business
Is dull, advertise and stir &c up; If
it 10 brisk, advertise and double
if. BE snreI 10 keep advertising. =
Professor 8 G. Aver. of Lowell, Massa-
chusetts;. Professor Helmbold, Professor
BraDdreth, Professor Holloway, Dr.. sDa-
vid Jayne, and scure OF other eminent
" medicine men, of the country have
made their millions Just By advertising.
Robert Bonner, the mest extensive adj
vertiser in the world, perhaps, and pub
Usher of the most successful weekly
Journal ever seen, frankly acknowledges
the source Of his wonderful good
lueks" The whole country Was 40 food
ed with the Ledger, the atmosphere was
so permeated with the Ledger influence,
that people were forced TO inhale It, in
spite Of themselves, and So began to
like it. In~this way the foundations of
one fortune was laid. q saiiassg a.AA
Robert Bonner seemed to be reckless
advertiser. People called him mad.
There was much method in his madness.
He also counted the cost; never adyer-
tised recklessly Girard did not favor
reckless advertising. To bsimmediately
profitable, the thing must be done In the
proper way, in the proper place, and at
The proper way to advertise Is in the
cnlp INNS of n Newspaper, "a newspaper
may Oiroulate but hundred copies, yet
it viii have st least q thousand readers;
and it Is the accepted reference for all
who want TO buy or sell. The practice
of printing circulars and distributing
them from door 70 door is antiquated,
and iss q waste Of money. Circulars
clipped under the door at night are
always swept out of the door pelulently
by Bridget in the morning.
General epistIes "a to the lady of the
house " reach the eyes of the lady Of the
house not in d hundred times. The
proper place to advertise is not against
fences, or rocks, or railroad bridges, but
IN the columns Of the journals with the
largest circulation-and in the columns
Of every respectable Journal. Artemus
Ward acted on this principle in bring
ing his WAX fggers to the public no.
tice, and no man 10 more famous. But
better than fame is fortune; and both
lie within the grasp of all who are
shrewd enough TO emulate the example
OF Girard, Jay Cooke, Cornelius Van
derbih and company