The Louisiana Democrat. [volume] (Alexandria, La.) 1845-1918, 1867-01-02
Advertising.

/! 1twas'a shrewd fellow, SAYS cota,,t
rary, who first conceived the idea os W
ling his wares for sale through the NM ~
prints. 1t was philosophical concen,; ;.'s
He knew that more people would rad 81
paper than would pass beneath liz ~; .ss
board; III fact, his resolvewas to crests 81
himself a sort Of circulating signboarS
which would reach all pa1tsof the Iinpdas
and attract trade to his home. e's1
! The trick Of advertising was inyen,.s
somewhere over eco years auo, ami =
course the first one appeared in Iondss
newspaper. We can easily conceive M.
the beef eating public Of l.ondon was 81,
informed through the morning paper tLss
fJohn Smith would keep at a certain stan 0I
the best beef in market. What n,sS
there was at flat stall What curios;f,
to sec John Smith, who had iinmortalia,a
himself BY inserting an advertisement Il 81, :
paper ofeonrso tile fashionables ate JOIN
smiths meat, and for time he was all III
rage in the metropolis. Is
Bnt Others stole. Johns thunder. soo,
there appeared haberdashers' annonncs.
ment. Upbolsterers posted their wars
! and clothicrs annOunced their claims rnon
the public patronage. The advantage q
the practice was SO apparent that dealen
were not slow in ayailing Themselves 81
them, and very soon no newspaper M,
without its regular advertising column
It increased the interest and demand q,
newspapers, and gave them influences ana
a circulation which they had not befote
enjoyed. 81
Since that time, however, what was tiea
a mere practice has been reduced to 4 fine
art. The best skill Of the typefouniler ani
the best art Of the engraver are all brought
into requisition, in order to produce In
best results. Advertisements in ners
papers, upon trees at crossroads, and at
country blacksmiths' shops, on cards. a
posters and envelopes, branded upon wala
and fences, all are so many means adopted
ny individuals to let the public knew that
they make or sell such and such articles.
The man who does not now a-days adyer
tise in some shape is slow coach, and
seldom known outside the limits of the
immediate neighborhood where he doea
business. sd
The advertising columns Of a newspapef
are special portion Of the history of tho
city in which it is published. No reader II
a morning paper is fully posted in regard
to the news Of the day until he has read
the advertisements aud learned what gooda
arc in the market, what firms have dis
solved, what new ones are on foot, what
new enterprises are being started, and
whatever Of other intelligence comes under
this special department. Theidea that the
advertising columns Of a paper are devoid
OF interest to all save buyers and sellers 4
a grossly mistaken notioll. It is history.
and as such it interests every one.
The philosophy of advertising is founded
in excellent reason. card that will cost
a merely nominal sum tells thousands of
people that Mr. Merchant has certain
article of produce or goods.
Among these thousands of readers who
are thus notified, there are always a few
who happen to be in want of the article,
and IT sale is not made, it is no fault in
the system which puts it before the public,
lfonly one merchant is a city advertiser.
he would doubtless Go about all the foreign
trade: and in the same ratio will the mefs
chant who advertises most literally be- ],
known abroad. The mere fact of his
having bis name aud business in the paper
gives him a circulating signboaril, which
meets the eye Of numbers of people who
conid not otherwise be reached. The
practice is profitable and respectable, and
IN nine cases out Of ten produces a fouftold
profit on all money invested in it..
The secret Of the success Of uur wealthis
est and most prosperous business men i
uncovered BY the fact that they nse tho
newspapers freely, yet jsdiciously. TheI
know when and in what manner to adyeI.
tlse, and consequently every line they mi
into the papers is as '.bIead cast uron tLe
waters"-it will return INTO them laden
with benefits.
IN. c. Weekly Index.