Vermont phÅ“nix. [volume] (Brattleboro, Vt.) 1834-1955, 1870-04-22
THE .sRT or TESI.VG

We call it art, for an art ii has come to
be. There's great deal in knowing how
to advertise judiciously, and how to adj
vertise economically. The following re-
marks on the subject are so pertinenty to
the point, that we are pleased TO insert
them. They are from the indianapolis
Mirror, and are sensible and sound:
The advantages of advertising are gem
orally conceded by business men. They
all recognize the power of printers ink,
properly expended in building up fortunes
But advertising must be judiciously done,
and through proper medium or else it is
money thrown away. The first requisite
is a medium, and there is no medium so
good as newspaper of large and general
circulation. Business men, who spend
thou sands of dollars in experimenting
with directory advertising, and map adver-
Using, and advertising in newspapers for
gratuitous distribution, sooner or later find
that they have been swindled. People rea-
son, very correctly, that paper which can
be given away is not worth reading, and
the publishers of such papers, although
they may agree to distribute five thousand
copies, arc usually sensitive to the price of
white paper, and content themselves with
printing five hundred instead of five thous-
and copies, which are scattered in punches
about the saloons and hotels, and arc found
useful only for cigar lighters.
Directory advertising is oqally as fool
ish. The directory lacks the one essential
element of an advertising medium-life.
A stranger ut a hotel, or a citizen, may pick
up directory to ascertain the residence
of an acquaintance, but he religiously, and
with the instinct of self-preservation avoids
reading any of the numerous advertise
ments scattered through its pages Or if
by chance taken unawares, he reads that
Jeremy Diddler sells groceries at No. "a
Swindle street, the idea i'nnned'eia1v iarn-
sents Itself that Diddler is great ass or he
would not have been caught by directory
publisher or that the thing having been
published six months since, Diddler may
have been sent to the penitentiary, or at
least have moved into the next street. If
he wants to know anything about the bust
ness of the place, he picks up live news
paper, and scans its advertising columns.
| That directory advertising still lives is no
proof of its utility. The same men rarely
advertise twice, and fresh victims are re-
Quired to keep up the delusion. a smooth,
tonguey canvassor, not at all scrupulous in
the matter of lying, can set up n board at
the east end of White River Bridge, and
persuade some business men to pay round
| ly for the privilege of having their names
| painted on it, while at the same time they
could not be prevailed upon TO advertise
their business in paper which is read by
all classes.
Painting the advertisers name and bust
ness on dead walls, sides of stables, and
fences, is another favorite mode of adver-
Using with some people, but we have dis
trusted its renumerative qualities. People
are apt to take umbrage at it. We remem-
Der some years ago to have seen an injunc-
ton to patronize a particular insurance
company of the "mutuar' variety, painted
on the head of water hogshead used in
laying the dust of Washington street but
it is also a matter of painful record that,
in few months, both the company and the
advertising medium "busted."
Advertising in publications which adj
dress themselves specially to a peculiar
I
trade or profession is good way to SOW
without reaping. Fer instance a paper
devoted to the interests of the legal profess
sion, while it might be good medium for
advertising law books, would not be good
to advertise groceries, dry goods or other
articles of general consumption. And es-
pecially would it be foolish investment
for lawyer to advertise his business in
such journal. He could not expect TO
find clients among the profession, and none
other would subscribe for and read Il legal
Journal So, also, medical journal might
be a good medium for an instrument max
err or druggist TO advertise his business in,
but would not be good for the milliner, the
shoemaker the dry goods man, or the
grocer, because its circulation is limited TO
class. And if Il journal should be estab-
lished in the interests of shoemakers would
it not be folly for shoemakers TO advertise
in it with the expectation of increasing
their business2