The spirit of democracy. [volume] (Woodsfield, Ohio) 1844-1994, 1866-06-12
W00DSFIEID MONROE COUNTY OHIO JUNE 2 1866
Barnum and Bonner on Adyertis.
ing.

Professor Fl. g. Eastman, of Eastman
Business College, Poughkeepsis, New
York, delivered lecture in Chicago, a
short time since, and took for his subject
advertising, and how to do it." He
appreciates the benefits arising from ad-
vertising, and understands how to do il
with profit. There are only three men
lin this country who thoroughly under.
stand advertising -Barnum, Stewart
of New York, and Bonner of the NJ r
4 Ledger.
Not one man out Of ten knows how to
write an advertisement SO as to attract
the attention and excite tha interest oi
the reader. Stewart pays man s22,-
loco per year for writing his advertise.
ments.
The great mistake in most advertisers
is that they crowd too much in one ad.
|vertisement. Almost everything they
have to sell must be named in their adj.
vertisement, and not one man in fifty
reads it. One thing at time should be
advertised, and that frequently, and the
aim should be to excite, not satisfy the
curiosity Of the readers. For instance
advertise-Sugarl Sugarl Sugarl People
would have their attention attracted by
that one word, and would buy sugar
The result would be established. Stew.
art advertised his cotton alone all over
the country. 1t brought him immense
returns, and to-day he is the merchant
prince of New York city. Bonner bought
the Ledger for 5000 when it had only
one hundred aud seventy-fve circula-
ton.
He went to see Mr.. Barnum, to con-
suit what was the best plan for advertis
ling. They at last fixed upon plan,
which was to have story writton for the
purpose and printed in every paper in the
State of New York, in cities and towns
and villages. The name of the story
was the ''Gun- maker of Moscow" The
first part of the story was put in every
paper on the same Saturday morning. At
the end of part first it stated that it would
be continued in the Nsw, York Ledger,
published by Bonner. The story was
copied into Massachusetts, papers, thence
into Pennsylvania, and thence into those
of other States, and Mr.. Bonner soon be.
came one of the richest publishers in the
United States. The great advantage OIL
having large column advertisement il
the paper was, that it crowded other ad
vertisements-people could not help see
ing it.
| Mr. Bonner once went to Bennett, til,
editor of the New York Herald, and ask
ed him if he could have three pages il
the morrow's paper for his advertisement
of the Ledger? The answer was yes, i
he would pay double rates for it, he nigh
have as much as he pleased. Upon which
Mr.. Bonner said he would like to have
the whole paper. The consequence was
that the next day the paper had nothing
in it but Bonner's advertisement.
On one page, in large letters,it was sta.
ted that an article written by Henry Ward
Beecher would be in the Ledger, and SC
on through the eight pages. Mr.. Bon.
ner did not advertise all he had, but only
to attract attention to the Ledger.
To-day the Ledger has over 800, ,OOC
circulation, and Bonner drives his S20,.
600 span of horses.
Barnum paid 5000 for his museum with
a debt of S8, 600 upon it. He thought Of
advertising, and finally hit upon the fol
lowing 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 pictures of al
the animals in the country, and few tha
never was in any country. These wer.
one night stuck all over the building
When people passed in the morning, thel
wondered where they had all come from
and before the day was over the museum
was crowded. And this twas repeated
day after day, when at last he saw seyers
thousand outside unable to get in. HI
then msde passage to Ann street, and
advertised that be had aan egress" in his
museum, which drew greater crowds thar
ever, whom he showed through the egress
to Ann street.
| Mr.. Barnum says of advertising: "a
never patronize business that don't ad
vertise, for the reason that I invariably
get cheated. The penurious principl,
that prevents man from keeping his bu
lsiness before the people by advertising
will prevent him from selling cheap"
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