Delaware gazette. [volume] (Delaware, Ohio) 1855-1886, 1866-03-23
ABOUT ABVERTlSIRe.


Advertising, which in all commercial
countries has now obtained such an i'm
mense development, began in very mod
est way. The earliest known printed ad-
vertisement in England is dated about
five weeks after the execution of Charles
l., and relates to certain horses stolen IN
Suffolk: the second announces an heroic
poem, in 1862. The increase of CONNER
cial transactions, the facilities of oommu-
nication which bring city and country in
to easy relations with each other, and the
operation of the law of competition
among traders, have given an immense
impetus to advertising, and made it an alb
solute necessity in the establishment and
continuance, of a prosperous business.
The advertisements in an ordinary
number of the London Times exceed 3
500; the annual advertising bills of one
London firm are said to amount to G40, 900,
and three others are mentioned who each
annually expend for the same purpose
$4,000. The expense of advertising the
eighth edition of the Encyclopedia Brit
tanica is said to have been e3, 600. 1t Is
also asserted that 92.O00.000 a year are
expended in England in extra advertising,
by circulars, hand-bills, placards, &c.
So universal, indeed, has become the
practice. that those traders who do not
of persons who refuse to profit by the
railroad, the telegraph, or any other Of
the modern aids to business. They allow
wilfulness or prejudice to triumph over
their personal interest, and give to others,
perhaps to less scrupulOus and less intel
igent men, a monopoly of the advantages
which are equally within their own reach.
There is, also, a certain pride in some bust
ness men which binds them to the fact
that the image of themselves which they
lovingly contemplate in the mirror of
their self-esteem, is not so vividly or af-
fectionately perceived by others; and
while they stOlidly and stupidly expect
that purchasers cannot be ignorant of
their whereabouts, and must know that
their goods are the best obtainable, and
must come to them, their most enteTpris-
ing rivals, who are less troubled with a
sense Of self-impOrtance, do not disdain
to give the greatest possible publicity to
their wares, and practically carry their
commodities to the persons in search of
them For what is advertising, in fact,
but the personal appearance of the seller
of goods to solicit the attention and pat
ronage of the purchaser?
In great cities nothing Is more common
than to see large business Adjustments,
which seem to have an immense advantage
oFSI al COA pSI4tOIS Dy LAo "0diSnS "a pc
rience and prestige they have acquired,
drop gradually out of public view, and be
succeeded by firms Of smaller capital,
more energy and more determination to
have the fact that they sell such and such
commodities known from one end of the
land to the other. In other words, the
new establishments advertise-the old die
of dignity. The former are ravenOus to
pass out of obscurity into publicity-the
latter believe that their publicity is SO
obvious that it cannot be obscured The
first understand that they must thrust
themselves on public attention or be dis
regarded-the second having once OBJ
tained public attention, suppose they have
arrested it permanently. while, in fact
nothing is more characteristic of the
world than the ease with which it forgets
Boston Transcript.