The New era. [volume] (Martinsburg, W. Va.) 1865-1871, 1866-07-12


nOnOrS which he sc well merited,
Bornan and Bonner on .Adrer-
Using.
Professor II. G. Eastman, of Eastman's
business College, Poughkeepsie, New
York, delivered a lecture in Chicago, a
short time since, and took for his subject
Advertising, and how to do it, lie
appreciates the benefits arising from adj
Vertlslng, and understands how to do it
with profit. There are only three
men in this country who thorough
ly under stand advertising, Barnum
d Stewart, of New York and Bonner
of the Ledger.
Not one man out of ten knows how
to write an advertisement so as to attract
the attention and excite the interest of
the reader. Stewart pays a man $1,000
per year for writing his advertisements.
The great mistake in most advertisers
is that they crowd too much in one adver-
tisement. Almost everything they have
to sell must be named in their ADVERTISE
ment, and one man in fifty reads it.
One thing at Il time should be adver-
tised, and that frequently, and the aim
should be to excite, not satisfy the curl
osity OF the readers. For Instance adj
vertse-Sugar Sugar! Sugar!!!-
People would have their attention at
tracted by that one word and would buy
sugar. The result would be established.
Stewart advertised his cotton alone all
over the country. 1t brought him inn
mense returns, and to-day he is the
merchant prince Of New York city.
Bonner bought the Leage for 5000 when
it had only one hundred and seventy
five circulation.
He went to see Mr. Barnun to consult
what was the best plan fer advertising.
They at last fixed upon q plan, which
was to have story written for the pur-
pose and printed IN every paper in the
State OF New York, in cities, towns and
villages. The name of that story was
the +" Gun Maker Of Moscow" The
first part Of this story was put in every
paper the same Saturday morning. At
the end of part first ii stated that it
would be continued in the New York
Ledger, published by Bonner The
story was copied into Massachusetts
papers, and thence into Pennsylvania
papers, and thence into those of other
States, and Mr.. Bonner soon became
one of the richest publishers in the
United States. The great advantage Of
having Il large column advertisement in
tIiS DlpCi WetS tii<sl IL Cl1WutOi Oltt OlHeI
advertisements, people could not help
seeing it.
Mr.. Bonner once went to Bennett, The
editor Of the New York WtYU'd, sud
asked him if he could leave three pages
in the morrow's papers for his advertise
ment of the Ledger. The answer was
yes, if he would pay double rates for it
he might have as much as he pleased.
Upon which Mr.. Bonner said that he
would like to have the whole paper
The consequence was that the next day
the paper had nothing but Mr. Bonner's
advertisement in it.
On one page in large letters, it was
stated that an article written by Henry
Ward Beecher would be in the Ledger--
and so on through the eight pages. Mr..
Bonner did not advertise all he had to
sell, but only attract attention to the
Ledger.
To-day the Ledger has over three hun
dred thousand circulation; and Bonner
drives his twenty thousand dollar span
OF horses.
Barnum paid 500 for his musuem
with debt of$S, 900 upon it. lie thought
of advertising, and finally hit upon the
following plan: He employeda number
of painters, making them promise not
going to do, and ordered them to paint
pictures of all the animals in the
country. These were one night stuck
all over the building. When people |
came past in the morning they wonder
Cd where they all came from; and, before |
the day was over, the museum was I
crowded And this repeated day after
day, when at last he saw several thous-
and outside unable to get in. He then