New Orleans Republican. [volume] (New Orleans, La) 1867-1878, 1869-05-23
Aeltt 0rIEats Republican.
HOW TO ADVERTISE.


One of tne most potent auxiliaries to COM
meree is knowledge. information should
not only be widely disseminated, but it
should be brought to the every day attention
Of the world at large. It has become the
custom with the American people to de-
pend largely upon their daily paper as
guide in the various transactions
Of the day. For instance, if a small
dealer, mechanic hotel-keeper, house
keeper, or any other member of the
human family, require an article out of the
usual routine, the first thing done is to
consult the daily paper. In its columns can
be found the time and place for the sale at
auction of all articles of merchandise, real
estate, stocks, ETC., from house and lot to
a spool of damaged thread. The departures
Of steamers and ships, the business Of the
theatres and operas, the names and loca-
lions of merchants, hotels, boarding houses,
ETC.; notices of meetings, market quota
tons, and the endless varieties of busy life,
are published from time to time in the
paper. The man who does not advertise
at ell is generally apt to fall behind more
enterprising rivals who do 90, and he de-
serves to lose caste.
But there are two classes of customers for
the merchant and all others doing business,
the success Of which depends upon public
patronage. These classes are divided by
political questions. The Democrat, for in
stance, looks in the Picayeae, Times,
or Bulletin for the necessary intelligence,
| while the Republican depends upon the pa
per of his choice. There are several daily
papers published in New Orleans in Eng
land all purporting to be of the most ortho-
dox Democratic persuasion. As rule,
the few citizens of that faith who are in
the habit of reading, take or see them all.
An average of three to each reader is not an
over estimate. These papers, then, actually
follow each others tracks around the city,
all telling the same story. An advertise
ment, therefore, in all the Democratic
papers put together, is Of no more intrinsic
value to the advertiser than if it were in
serted in the REPUBLICAN alone, All of
them together command or solicit the pa
tronage of about one-half the people, while
the REPUBLICAN goes to the other half to
places where paper of opposite politics is
never seen.
, A shrewd business man will therefore,
E see TO it that his advertisement is duly in
serted il one Of the Democratic papers-it
makes little difference which-and then, in
order to reach his Republican customers, he
/ will be very sure to order it published in
! the REPUBLICAN. For some descriptions
advertising, an advertisement in this paper
! would be worth more than the same in all
the Camp street papers.
Advertisements are a source of profit to
the proprietor of newspaper, but are Of
. greater benefit to the advertiser, Our mer
chants do not seem to understand this ques
ton so well as the sharp, energetic, 60
: ahead men Of New York, Boston, Phladel-
!, phia, Cincinnati, Chicago, and elsewhere
!, They do not, therefore, make such progress
h on the road to wealth. Unless there is a
general waking up to signs of the times be.
e fore long, we shall be at least half century
d behind the age