The daily phoenix. [volume] (Columbia, S.C.) 1865-1878, 1868-10-20
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/ more instances within his own know
ledge of men who have made fortunes
by advertising. Ask not merely the
patent medicine men, but 90 to men
in ordinary mercantile business.
Ask Mr.. Bradley if it paid to ad-
vertise the duplex Elliptic Skirt
Ask Mr.. Wells if it pays to adver-
tise the chronological Journal.
Ask Mr.. Charles Russell if il paid
to advertise his new hotel and dining
knife.
Ask Mr.. Gilman if it paid to ad-
vertise the Great American Tea
Company.
Ask the North American Life In
surance Company if advertising has
paid them.
Ask Mr.. Packard or Mr.. Putnam
if advertising has helped their month
lies.
The fact is, that sensible, sllillful
advertising pays ten-fold better than
any and all other investments that
call for n like amount of expenditure.
We have seen it on half dozen
leading papers, and have felt it in
our own business. There is nothing
that pays like advertising. 1t is, in
reality, the only royal road to wealth.
And yet there is no element of
success SO little used and so much
| abused.
We have in mind so many varied
and remarkable instances Of success
full advertising, that we stop for a
moment to recall some of them.
Prominent among them are the lead
ing Wall street banking houses.
Everybody is familiar with the sue
cess of Jay Cooke & Co. with the
national loan, the result of which,
we know, the firm ascribes very
largely to its liberal advertising. A
little later we como upon one of the
most brilliant successes of the coun-
try-that of Fisk & Hatch, the Mas
sau street bankers, and the fiscal
agents of the Central Pacific Rail
road. What with their energy, q
good Investment, and persistent ad-
vertising, amounting the past year
to not far from O quarter of million
of dollars.) this firm is able to supply
the Central all the time with more
money than it needs. Mr.. Hatch, OF
this house, has no peer in New York
for sagacity and discernment in the
whole matter of advertising, and he
has the utmost faith in its efficacy.
The same success has attended the
advertising of the Union Pacific
bonds, in which an immense sum
has been expended this year. Of
the medicine advertisers, Of course,
Helmbold stands promptly at the
head-spending as he does nearly
thousand dollars day, every day in
the year. He often sells, ut retail,
from his New York storo alone, seve-
raj hundred dollars worth of his tonic
in single day. The wholesale orders
are simply astounding, and would
hardly be credited by our readers if
we should give them.
The house of George P. Rowell &
Co. was established in Boston, the
first home of advertising agencies, in
1865. Meeting with unexpected
prosperity, it was soon after moved
to New York, and in November, 1866,
the Adoertisey'S Gazette. q monthly
paper devoted to entertaining matter
about advertising and newspapers,
was established. The firm occupies
an elegant suit of rooms in the
Times building, running through
from the Park to Nassau street. The
number of men employed is eighteen,
two of whom devote all their time to
forwarding advertisements to coun-
try newspapers, and four are assigned
to the duty of examining the papers,
to see that all advertisements are cor
rectly inserted. It requires the con-
slant labor of one man to file and sort
papers after they have been examin-
ed. 1t is also one mans sole duty
to mark papers, and make up speci-
men packages for advertisers. There
are two book-keepers, and the simple
Office expenses are upward of $40, 600
year.
Of the cities, the business men of
New York advertise the most. Bos-
ton is second, and Philadelphia third
Hartford, Conn; Cleveland, Ohio.
and Pittsburg, Pa, furnish very largo
amounts of business. In the South,
there is little or no advertising, and
in the West it is done almost entirely
through local agents. Philadelphia
advertising agents do very little.
Chicago has the best agents West of
of New York, but all Western agen-
cies are unknown to Eastern people.