The New York herald., 1869-01-24
The Herald Advertisements.

Mrs. Frances Trollope some thirty odd years
ago published book entitled ''The Domestic
Manners of the Americans" compared with
which the loose, slipshod, catchpenny "Ameri-
can Notes" of Dickens and his cockney criti-
cisms were mere milk and water. The
lamented old lady found everything in this
country in crude and semi -barbaric condi-
ton, and after travelling all over it she said
that the only place in the Union which had any
thing in it of the elements of cosmopolitan
city was New York, but that even New York
was only few removes from barbarism. If
the disgusted Madame had only survived to
make another trip to America and profitable
course of readings after lapse Of twenty five
years or so, like Dickens, and had been dined
and wined and blarneyed like Mr. Chuzzlewit
by the Bohemians, she would likewise, no doubt,
have protested that the Americans are not
only progressive but very delightful peo-
pie, especially in New York
The truth is, however, that from the New
York of Madame Trollope's day to the New
York Of 1869 we have advanced from primi-
tive settlement in corner of Manhattan Island
to an imperial metropolis, numbering,
with its suburbs, million and half
Of people. When Madame Trollope
was here the NEW YORK HERALD was
not in existence. Now, in our new estab-
lishment at the central point, to and from
which all the great arteries of the city radiate,
we command as well all the great arteries of
communication with every quarter and corner
of the globe. We have advanced to this
estate from beginnings quite as unpromising
as the original Dutch settlement Of New
Amsterdam. But the founder Of the HERALD,
like Old Peter Stuyvesant, saw that this was
the place for him. He saw, too, what Old
Peter the First did not see-that here there
was an opening for new public journal on
new principles and new ideas, in reference to
its editorial policy, its news columns and ad-
vertisements. The editorial policy adopted
was not neutrality in politics, but perfect inde-
pendence in reference to religious sects or
political parties; its news policy was that of
the earliest possible publication Of intelligence
from every quarter, regardless of cost its
system of advertising was that of renewal
every day, dispensing with the aids of adver-
Using agents or mddlemen entirely.
Under this general system, though plain as
daylight, the success Of the HERALD is re-
garded as one of the wonders of this age of
wonderful things. Our advertising columns
from day to day represent the currents Of
trade and the progress and prosperity of the
city. The recapitulation in the matter Of
advertisements in another part Of this paper
will afford some ideas to the uninitiated reader
Of the scope and value Of an advertis ement in
this journal. Our advertisers understand it.
They know from our heavy circulation In all
the business channels Of city and country that
an advertisement in the HERALD is cheaper and
better than one in each and all the other journals
of the city, in view Of quick returns and good
profits. Our superior circulation gave the first
momentum to our advertisers, but now our
advertisements to great body of our readers
are the most valuable feature Of the paper, and
to all ofthem are one Of the great commanding
advantages of the HERALD. The reason lies
in the simple fact that, from our Personals to
our Miscellaneous classification, there is always
great variety Of interesting things in our
advertisements, and things of Importance in
the practical affairs Of life not to be found in
any other journal nor in any other department
even of the HERALD.
Approaching none the less the main secret
Of the HERALDs commanding circulation, we
propose no slackening in our efforts in this age
Of steam and tclegraphs for the earliest and
fullest news from every point Of the compass.
If we expended the sum Of over half million
of money to secure the first and fullest reports
of the movements and events connected with
our late civil war, the investment has paid MS
handsomely; IL in our reports of the Abys-
snian expedition, to the crowning success Of
the skilful Napier, we were often ahead Of
the British government itself, we have for the
heavy cost incurred been handsomely indem-
nified. II Is from such enterprises that we
have to great extent built up our advertising
columns. Another Of the secrets of our sue
cess lies in our independent expositions on
political affairs, and religious and reform move
ments of all sorts, and this line Of policy we
have no thought Of changing. The advertiser
in the HERALD for the first time tries Il under
the impression that oil sects, all parties and
all classes read it, and that the HERALD will
carry his notice to every hole and corner on
the face of the earth where the English Ian
guage is spoken or understood. Then he re-
peats his advertisement because he has sub
stantial reasons for believing his first impress
sion to be correct. Finally, II Madame Troll
lopc were now living, she would ask no better
evidence of the cosmopolitan character of New
York city than the advertising columns Of the
HERALD.