Evansville daily journal. (Evansville, Ind.) 1863-1866, 1866-01-04

Advertisements are not Inserted IN this paper
as anything else than advertisements under any
circumstances Whatever pscuni II Inducements
may be offered this rule will not be violated. Our
regular published rAes OF advertising are our
only rates. p e-i- fCTG8Nr s.
1t is an insult to the intelligent reader
to thrust under his nose in the editorial
or local news columns, or elsewhere as
news or literary matter, paltry notices
of the quackeries of the day; and it is
rule that it is the quack and the adven-
turer whose nostrum or enterprise is at
least of questionable value, who ia most
persistent in trying to thrust himself be-
fore the public in notices out Of their
proper places. The man who conducts
a legitimate and established business
does not wish to impose himself upon
publishers in manner either soutland.
ish or OBSERVATIONS. He knows the su-
perior value of having advertisements
in paper where they belong, fairly
classified, where those interested in his
line Of business are certain to look to
find what is going on and see If anything
they want is for sale.
One Of the hardest things to get along
with is the notice of benevolent institu-
tions, associations, fairs, meetings for
the relief of something or somebody
1t is not only expected of publishers of
newspapers that they shall contribute
as largely in proportion to their means
as any other class of citizens, but that
they shall give innumerable notices of
projects more or less extensive for the
amelioration of the condition OF man
kind, and violate in doing so what ought
to be fixed business rules, thus subject
ing them to double tax and imposing
one Of them upon the most irksome con-
ditions. Publishers should be as liberal
in their charities as they can afford to
be, but should pay only in cash, do no
qratuitous advertising, and notice mat
tiers only when they are Insufficient i'm
portance to interest the public.
We advanced it as proposition, the
truth of which has been abundantiy
proven by experience, that the size of
the type in which an advertisement is
printed does not affect its conspicuity.
That is, if all the type used in a page of
printed matter is small and neat, each
article will be as prominent as they
would be If the page were entirely occu-
pied with. them and all in very large type.
There is, therefore, nothing gained in
the excessive display" that is fashion
able, except deformity.
The most exaggerated views prevail
among those who are not well posted, of
the consequence of securing places for
advertisements on certain pages or in
particular columns of papers, An ad
verdsement is most prominent to those
who are interested in finding it, when it
sin the place allotted to it in the CLASH
6cation of advertisements. One who
wants a servant girl does not look under
the head of amusements to see If one
has announced herself as wanting a sit.
uationj aud one who wants house to
rent. does not look under the head of
amusements or STEAMBOATS, to see
whether any body has house to rent;
but they trrn to the appropriate head on
the page of want advertising there
it is, or there it is ut, as the case may
be. The principle holds good Il is
not the accidental glance ofthe casual
reader that it is worth while to catch,l
but the searching look of one who is in
tent upon finding particular thing, and
means business when he does find, it.
Hence, the folly of poster type and of
the anxiety that an advertisement shall
be put in conspicuous place. The
place where most persons whom it is de-
sirable should see it, viii see it, is where
it .belongs, in its regular order, accord
ing to the usage of the paper.
We copy from the Round Table the
following pungent and truthful obserya-
tions on Advertising nuissnces :"
'The readers Of the New York newspapers (par-
ticularly the Tribune and Tfmss), must have mo-
ticed that there appeared recently in those jour
nails what are technically termed ''display" ad.
vertisement, t. g., advertisements printed in very
bold, conspicuous Tyre and frequently illustrated
with cuts. Such typographical monstrosi ties are
never allowed in leading English dailies, and
number Of American papers refuse to admit them.
Among the latter there occur to US the New York
Herald, World and Sun, and the Philadelphia Led
ger The theory upon which the Q papers are
conducted Is the just and democratic one-that
each advertiser Is emitted to equal typographical
prominence with every other, without regard to
the space he may occupy. When the Herald was
started, all the daily papers then in exis.eace adj
mit'ed display advertisements, which very natu-
rally discouraged the insertion Of small notices,
from which, after ALL the main revenuI of sdver-
hsing Is derived. The remarkable success of this
paper shows that typographical neatness and
equal Justlce 10 all advertisers great and small,
pays the best in the long run. Il seon outstrip-
ped ell its large "blanket-sheet" competitors in
business patronage as we'll rs in circulation, and
to-day 1t contains larger humber of small adver-
tisemonts--such as marriages and deaths, wants,
&c.--ihan any other paper Ia the city.
The temptation to make huge handbills Of tho
1alIy pap rs Is very great. Qnack medicine VEN
defs and other people doing large business will
pay Handsomely for the privilege of Degrading a
Journal TO the level of show bill. If the pub
Usher be avarieious a. unwise, he accepts their
Advertisements. nufa m in Z ckaf and In,
time ruins the value of his paDsr as advertise
ing medium, simply because air persons who de
sire TO insert short notices instfnctively refrain
from putting them 10 Journal in which they
will be oveTsha owed by huge posters. The TIL
bnne has become notorious for degrading it's COL
T Mnan,. 70 the he. ievsl 2 museum programme.
or more unpleasant to the yes than to fud Cd the
breakfast table great, staring handbili, instead
the Tribune has added considerably to its receipts
for the last six months by this fragrant violation
of the laws Of good taste, but for every dolIa 1t
now receives 1t viii lose twenty dollars in the fu-
ture. The Times offends In the same way, though
not so hagrantly; but the error IL even more
gross, b cause, by reason of recent enlargement,
that paper could easily secure an advertising pat
ronage second to that Of no other journal in the
city iz ls 7
at is remarkable that newspaper publishers
will persist in depreciating the value Of their
property by bad management and sheer lack of
taste. The Express, for instance, which, Gu &C.
count Of the faIlness Of its city news, and IFS cir
culation, should have raq ked high as an adver-
Using medium, has almost destroyed this portion
Of ita business by the use of huge display type
Any monstfosity in the way Of Typography can
be cot in ths papers mentioned, provided enough
money be paid for it; but, for the publisher, it is
litera ly putting one dollar in one pocket, and
subsequently, TAXI & ten dollars from the other.
rAnot her and still more reprehensible abuse
is al owing advertisers the use Of the reading
eoiumus. Among the greatest offenders in this
respect are we regret to say the religious papers,
which seem willing co do almost anything fgr
the r advertisers liz is a matter of conscience In
puff INTO ifs news columns.
But papers like the Independent, which in each
Issue states thatits motto IL, But were Ell
lowed of God to put IN trust with the gospel,
which trieth our hearts, make no scruple OF
printing as regular reading matter paid puiKs Of
sewing-machines,p pianos iewelry shops, petro
leum com panieB, and, 10 would seem, almost any
thing that an advertilef 10 willing to pay for.
4 his, of course, is dishonest. Display ADVERTISE
ments are violation If good taste, but when an
editorial opinion is bought for money in order 10
forward the sale of articles Of which be have
no personal knowledge, positive crime is COM
mittsd. The praasice, too, Of publishing IS ex-
tracts from other papers puts which are paid for
as advertisements. is degrading to journalism.
Like all evil PRACTICES IL must, in the end, in
jure the paper that admits them into its columns.
It is time the public took this matter into its
Journal that will thus betray the confidence re-
posed in 1t BY its readers. This course cannot be
adopted q day too soon.n
Mr.. Stevens, of Pennsylvania, had
some very valuable property destroyed
during the rebel raid into his State in
1864. The Nashville Union hopes he