The Cadiz sentinel. [volume] (Cadiz, Ohio) 1864-1911, 1866-05-23
Rarnum and Bonner on Adyer-
Using.

Professor II. G. Eastman, of Eastman's 5
Business College, Poughkeepsie, New York.
delivered lecture IN Chicago, short time
since. and took for his subject "Advertis-
ing. and how to do i" He appreciates the
benefits arising from advertising, and un-
derstands how TO do it with profit There
are only three men in this country who thor
oughly understand vertising-Barnum,
Stewart. of New York, and Bonner Of the
~ Y Ledger. ...
Not one man out of ten knows how to
write an advertisement 40 as to attract the
attention and excite the interest Of the Read
err. Stewart pays man so, 600 per year
| for writing bis advertisements.
| The great mistake in most advertisers IS
that they crowd too much in one advertise.
| ment Almost everything they have to sell
must be named in their advertisement, and
not one man in fifty reads it. One thing at
a time should be advertised; and that fire.
ouontly and the aim should be to excite,
not satisfy the curiosity of the readers. For
| instance, advertise Sugar! Sugar! Sugar!
| People would have their attention attracted
| bv that one word, and would buy sugar. The
! result would be established. Stewart adver
! tised 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 Led5er for $500 wien it
had only one hundred and seventy-fye cir
! cuIaton. . e .-.Ht. ...T . :
He went to see Mr.. Barnum, to consult
what was the best plan for advertising. -
| They at last fixed upon plan, which was 70
have story written 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 this story
was nut in every paper on the same Saturday
morning. At the end of part first it stated
that it would he continued in the New y ork
Ledoer. published by Bonnor The story
was copied into Massachusetts, papers, thence
into Pennsylvania papers, and thence into
those of other States. and Dir. Bonner soon
became ore of the richest publishers in the
United States. The great advantage OF hav.
ing large column advertisement in the pa
per was, that it crowded other advertise
men's-people could not help seeing it. .
Mr.. Bonner once went 20 Bennett, the
editor of tie New York HTold, aud asked
him if he could leave three pages in the NOR.
rows papers for his advertisement OF the
Ledqcf? The answer was yes, if he would
nav double rates for it he might have al
much as he pleased. Upon which Mr.. Bon
ner said he would like to have the wholep pa
per. The consequence was that the next
day the paper had nothing but Bonner's ad
vertisement IN It,
. On one page in large letters, it was stat
ed that an article written by Henry Wa'
Bcecber would be in the Ledger; and so o.
through the eight pages. Mr. Bonner di'
not advertise all he had to sell, but only at
tract attention to the Ledger.
70 dav the Ledqer has over three hun
dred thousand circulation, and Bonne
drives his twenty thousand dollar span o
horses.
Barnum paid 5000 for his museum Will
debt Of $S, 900 upon it. He thought o
advertising and finally hit upon the follow
ing plan: He employed q number of paint
ers, making them promise not to say any
= thing about what he was going to do: am
ordered them to paint pictures of all tn
: animals in the country, and few that neve
, was in any country. These were one nigh
stuck all over the bnilding. When peopl
, came passed it in the morning, they wor
dered where they had all come from; an
before the day was over, the museum wa
crowded. And this was repeated day afte
day, when at last he saw several theusan
,, outside unable to get in. He then made
! rassage to Ann street and advertised thu
: he had AN egress, in his museum. whic
drew greater crowds than ever, whom h
+ showed through the egress to Ann street.
Mr. Barnum says Of advertising; II nee'
T er patroqize a business that don't advertis
for the reason that invariably get cheated
, The penurious pinciplG that prevents ma
q from keeping his business before the peop
=, by advertising, will prevent him from sci
7 ing cheap.