Burlington weekly free press. [volume] (Burlington, Vt.) 1866-1928, 1871-09-01
Coro Tie Eoches;e- De:acc.at ana Cir Mole.
The Fall Business.
THE NEWSPAPER ASD TIE PUELic-THE OLD FASH
IoSfp AuvFRrisEH-TAMs md HOW TO sy-
CURE II.

the NEWSPAPER AND THE PUELic-THE OLD FASH
IoSfp ApYFHrIsEH-TAME tNn HOW TO sE-
CURE IT,
NEw loHK, August 10. ISL
The fan trade is now approaching and our
business men are contemplating the importance
OF waking up the iethsrgy q trade Every
effort will be put forth, and the question now
brougn, nnier discussion is, what is the most
effective, One method is the hsud-hill system
by which the hotels are jsiiy inundltei During
the business season. one boy sfter another will
60 the rounds, AID in this way crockery. hard
ware, dry goods. etc, are flung before the public
eye. OF these It Is caculaied that az less, nine
teaths ave lost, and indeed, if at least one-teuth
arrests attention II Is a great success. When
the sitting room Of each hotel is cleaned. the
balls are thrown into the streets in order 10 be
food for the ragpickers. and the next dnv a
fresh inundation takes place The plan Of using
circulars, unless i: be for the announcement OF
co-psrtnerships or disolutious, is found unrrof-
tAhle You may food the country with ihem
and the next day they are forgotten. The pre-
sentstion of cards at tae hotels is poor way Of
advertising, since the card is either lost, for
gotten CT thrown away. and, 10 fact. TIE card is
only an element in the department Of drumming
Il is rendered almost certain that what adver-
tising one means to be effective must be through
The COLUMNS OF THE PRESS
The ground on which all advertising il built
is human confidence, because we cannot avoid
believing what We constantly read. This con-
flonce may occasionally be abused, bat still It
is admitted that good advertisement will, if It
be sufficiently repeated, carry popular opinion.
This Is proven by the fact that men who adver-
tise with the greatest persistence eventually
reach success. There is a military principle in
volved in this method. The article advertised is
to be pressed on the public mind by repeated
assaults. Like q charge Of bayouet the clear
cut types are flung before the eye, until at last
that gate will be taken By force. Barnum
and Branireth introduced this system
snd made it immensely successful But the
reader may say they applied it to patent medi-
cines, which need advertising Well, sir, for
thE. matter, we may ask what does not need it
And as FOR staple goods We find s0mo men ad-
yertising with the greatest success, for instance
the great retail tea houses. which have made
fortunes by liberal outlay. One Of the man
ayers Of great house of this character told me
that when he commenced his business he deter
mined to invest specific share Of the profits in
advertising every year, and this he had contin-
ued until the expense had become enormous. but
the profits still kept in the advance. He adver-
tsed at first to start his business, and then he
kept up his system in order 10 retain and to ex-
tend it. In this manner, from small berinn-
ing, he reached sn income of $50, 900 Such
men wisely take in advertising as a regular
business item, such as store rents or clerk
hire, and provide for it accordingly Il is CON-
monty ssid that good g stand - is cheaper at
a high rent than poor one at no rent At all.
Well, advertising brings 4 man before the pub
lie in way TO have good stand The best
stand you can have is TO be in the newspapers.
ADVERTISING IN OLD TINES.
Before the introduction Of newspapers various
and strange we're the ways prsctised by business
men to obtain notice. Sir Walter Scott gives us
in his very interesting novel, The Fortunes of
Nigel" an interesting view of the trade in Lon
don during the reign OF James l. (sbout 25O
years sgo), when the 'prentices stood in the
street snd cried to the passengers, what do We
lack !" About century afterwari Addison
commenced the Spectator, which was issued
thrice week, Monday, Wednesday and Friday,