The Democratic advocate. [volume] (Westminster, Md.) 1865-1972, 1870-11-10
Economy of Advestisin 2.

he Ducks County iRteHtycaccr, thus
discourScs on advertising
" Hundreds of columns have been
written aud printed on this subject
within the last few years, yet there is
scarcely any business transaction that
is 50 perfectly understood by the public
In the cities, among me. chants with
large dealings, advertising their goods is
u part Of their regular outlay as much
as store rent or clerk hire. 1t has come
TO be understood that if a man don't
let the public know what he makes, or
what he has to sell, his business cannot
be of much account. The Bucks coun
ty papers have long been celebrated
abroad tor the amount aud variety Of
the local advertisements they contain at
certain seasons. Strangers wonder il
some mysterious passion for selling out
and moving away has visited our peo
Pile. The actual truth is that there are
lew more sales in Bucks county THAI
in any other community Of equal popu
iation. The secret is that the sales are
adsertised. In this region the people
universally read the county papers, be.
cause they gather up and print what it
is Indispensable that the people shall
know. 1t i this that makes them val
liable aud popular as Advertising me.
dlums. People have learned by pc
rience that card or notice in Il news
paper is far more cheaply aud gen ,rally
circulated than the same end can be
reached in any other way. Suppose,
or Instance, that u man wishes 10 sell
his larm, or let the public know that
he has desirable stock OF merchandise.
He eau buy the space of four inches fol
one week, for about So in money. For
this we set up his card, print more than
four thousand copies, aud send them
free OF all expense thr ougbout this and
the ueighboring counties.
Suppose this person were to andertake
to distribute the same information to
the Same extent by means OF handblls
or circulars. He would find the ex
pense immensely increased. The print
ed matter would probably cost him Sl9
or 500; the envelopes needed to enclose
the slips would cost from iS to $40;
aud the postage, at two ceats each, on
four thousand Of them, would be $50
This would make total cost of about
SllO for degree of publicity that
could be obtained to better advantage
through the columns OF the paper for
50. We do not include in this estimate
the valae of the time consumed in fold.
ing and addressing circulars, which
would be at least $40 more. Then il
must be remembered that good coun.
try newspaper is generally read by a
number of persons before it is laid
aside; and many Of those readers, who
receive no other paper, are careful to 90
over every part OF it, advertisements and
all. La fact, the nav advertisements
that appear every week gu the second
page OF the paper are as interesting to
many as any other portion of its con
tents, as they represent laithi'ully the
current business transactions OF the
cosntry. We write these remarks on
the economy of newspaper advertising
as compared with other methods with
no selfish purpose, but merely to draw
attention to some facts that ought 10 be
generally understood 1t is not to be
doubted that the science of advertising
is as yet only ia its infancy.