The Waynesburg Republican. [volume] (Waynesburg, Pa.) 1867-18??, 1867-10-09
THEORIES OF ADVERTISING.

men in this world Is trade; the secret
of success in trade, after reasonable
judgement and industry are used, is
advertising. This fact was never so
generally recognized by business men
as now, and with this recognition they
include the fact that only judicious ad-
vertising pays them, and that to make
it iudicious is one Of the deepest pro-
blems which come before them. For
this problem contains many conditions,
such as, for example, the medium for
advertising, tie time, the region, the
class of persons to be addressed, the
quality and quantity of things said,
the persistence thai may be desirable,
and, above all, the discovery ofsome
new and striking way of seizing pub
lie attention. For the prizes of adj
vertising are the result of combining
bold expenditures with original and
pleasing methods.
The theories ofadvertisers upon all
these conditions, particulal y the last,
are wonderfully various, those who
disbolieved in advertising at all, being
now too few for mention. One man
believes in advertising in publication
where all his competitors advertise d.
another where he will be alone; one
thinks advertising needless when busi-
ness is brisk, and useless when it is
dull; while another thinks the reverse;
one believes in the city, another in the
town; one bases his hope on mere
length, and another takes half a page
to print few sentences, while another
puts his announcement upside down.
Some advertise moderately and steadi-
ly, and some make SNOWY displays oc-
casionally. Large cities are full of
devices outside of Newspapers. Boys
distribute handbills at the ferries and
on the streets a painted bed with net
tings looped up greets the eyes of those
who cross Fulton ferry, in mosquito
time; men march solemnly about,
dressed in some mysterious garment
that proclaims the merits Of India
rubber goods and weather strips, OF
covered with buttons from crown to
sole, or bearing sign boards of chiro-
podists; nuisance in the shape of an
advertising van haunts Broadway, and
the curbstones, the fences, and the
very pavemcnts everywhere ere q
fame.
1t may be called accidental, but the
fact is that nearly all of the large for
tunes made in trade during the las
thirty years, both in this country and
in England, have been made in con-
nection with persistent and studied ad.
vertising. Drs. Jayne, Brandreth and
Aver, Davis Pain-killer, Russia salve
Bonners Ledger, Plantation Bitters
Hostetter's Bitters, Spalding's prepar-
ed glue, Holloway's pills, Eastman''
business college, and Barnum's Mu.
scum are good examples. The amount
of money sometimes paid for adver.
tising is almost incredible, some firms
having expended fifty thousand dol.
lars in single week, and even tens o.
thousands upon single advertise
ment. Beside burdening the fences
, several parties have their own poet'
, and advertisement writers, at liberia
, salaries. Messrs. Phalon & Son arr
reported to have such a man, to whom
> they pay three thousand dollars a year
and whose duty was for time com
prised in devising new conundrun
every day, which should set forth
, new the night blooming cereus.
The secret of judicious newspaper
| advertising may be briefly stated. l
consists, not in long standing adver
; tisements, which are inevitably place.
in obscure corners; but in short, fresl
paragraphs, renewed frequently, an'
, possessing the interest of reading mat
ter. These are read for their owl
sake, and make new customers, as wei
as guide old ones.