The New York herald. [volume] (New York [N.Y.]) 1840-1920, 1868-09-04

The Fail Trade-The Advertising Business.
There is every prospect that trade in New
York will be more brisk this fall than has gen
orally been anticipated. AS rule the ex-
element Of Presidential election renders
trade dull; but judging from the advertising
columns of the HERALD, which may be re-
garded as a faithful business barometer, our
merchants and retail dealers will have no COM
plants to make this season, despite the alb
sorbing interest of the political campaign. The
pressure upon our advertising columns has
been greater this year than at any former cor
responding period, and, as has seldom been
| the case heretofore during the closing weeks
Of the summer, we have been compelled to
publish triple sheets day after day, in order
to accommodate advertisers without unduly
encroaching upon the space devoted to general
news. All this is an unmistakable indication
of comparatively prosperous business sea-
son, and we believe we may confidently predict
q speedy revival Of trade that will set aAoat q
large amount of money throughout the country,
and do much to avert repetition of the suffer-
| ing and want that prevailed among the poorer
classes Of New York and other cities last
winter.
An advertising people are always thrifty.
The enterprise and energy that prompt them
to push forward in the race and keep them
selves and their business before the eyes of the
world insure them against failure. 1t would
be difficult to point to single instance of great
success in trade that has not been won through
the valuable medium of the advertising col
houses in every branch of business are those
which have expended fortunes as advertisers
and persevered until they have forced patron
age from the public. The American people,
and especially the citizens of New York, are
beginning to understand these truths, and ad-
vertising isnow as much q necessity of business
life as are the railroads and the telegraph. What
the London Times is to the merchants, traders
and commercial men of England the HERALD
is to the same classes in the United States Its
syStem of arrangement and extensive circula-
ton render it useful, convenient and valuable
agent for supplying every conceivable want
and negotiating all descriptions Of trades and
bargains. Persons now refer to the HERALD
advertising columns for business information
as they refer to directory for an individuals
address, and the expensive habit of treating
with agents is rendered unnecessary when the
principals are brought face to face by means
of an advertisement. The fact that one paper
in England-the Iimes-and one paper in
the United States-the HERALD-take prece-
dence of all others as advertising mediums is
simply owing to their enormous circulation,
largely Outnumbering their contemporaries;
but at the same time it is convenience to
the public that the great bulk of advertise
ments of all descriptions should thus appear in
single journal in each great commercial
metropolis.
The marked increase in the advertising
patronage of the HERALD this year is of course
in some measure attributable to the growing
habit among our people of this new mode of
transacting business. But il must be remem-
bered that the heated term has scarcely yet
passed away; that the great tide of humanity,
which, during the summer months, flows to-
wards the ocean, the springs and the noun
tains, has scarcely yet turned and commenced
10 pour back its thousands into the cities that
the fall season is only in its infancy, and that
the public mind is occupied by the excitement
of Presidential campaign. At such time
the HERALD's twenty-seven to thirty columns
of closely packed advertisements, day after
day, embracing every description of want and
every diversity of interest in trade, commerce,
manufactures and finance, must be accepted as
certain indication Of the approach of season
of more than ordinary business prosperity
The News from Mexico-Assas sination OF
General Patoni.
The news from Mexico published IN this
mornings HERALD will not astonish any
one who has watched the course of