Nashville union and American. [volume] (Nashville, Tenn.) 1868-1875, 1871-11-23
"HoW Do They All Liye7''

We have already extracted literally from
the first and second chapters of the Charles
ton Courier'S epistle to the CarOlinians,
showing how success has been attained in
New York city by means of advertising.
The last chapter touched upon the immense
business of the different advertising agen-
cies, and the article concludes as follows:
You desire, for instance, to contract with
one thousand newspapers for ten lines or
column. You are told "Here is list of
fifty newspapers, with circulation of TWEEN
ty thousand each, price so much; here is
list of one hundred newspapers, with cir
culation of ten thousand each, price so much;
here is a list of five hundred newspapers,
with a circulation of three thousand each;
and here a list of three hundred and fifty
papers, with a circulation of seven hundred
and upwards each. Here sir, is the aver
age" 1t may be dollar a line, more or
less; 1t is always less than the same amount
of work can be contracted for by the indi-
vidual, and at the same time he is spared
the toll of overlooking daily task.
Look over the books of some of these
concerns and you will find records like the
following: III. T. Helmbold, by cash,
$4,000; Fisk & Hatch,b by cash, $4,000; A.
Z. Stewart & Co., by cash, $4,000;
New York Sun, by cash, $4,000;
George ". Childs, Philadelphia Led
ger, by cash, $4,000; Thomas Holloway,
by cash. $4,000; Jay Cooke &
Co., by cash, $4,000; Devlin & Co.,
$4,000, and so on. These names, and
there are thousands of others, illustrate the
main ideas, to-wit that man may turn
the wheel of fortune as he shall choose If
he uses the Newspaper as crank. There is
not a single instance of failure known from
a well regulated system of advertising.
When the government of the United States
could not otherwise dispose Of its bonds
after having ''felt" Wall-strset and other
commercial centers of the world-Jay
Cooke stepped forward, aud with the faith
of a hero, said, sI'll take them" He at
once authorized the expenditure of $4,000,
saving to his agent, ''put our advertisements
in all the papers of the country; never re-
fuse a publisher who has energy enough to
come to Won for it /; his paper may be small
aud weak, but give him something"
1t was done, and since 1868 Jay
Cooke, by the judicious use of printers
ink, has made from the mere manipulation
Of United States bonds, at fraction OF
cent on the dollar, colossal fortune. The
illustration applies to scores, and their names
you may read in every paper that is worth
reading on the Continent.
One of the results of the lessons thus
taught by successful business men through
these public teachers is eminently signlti-
cant. The newspaper has become sort
of Commercial Agency, in which merch-
ant illustrates his own energy of character.
Energy is his stock of trade. Stock means
credit, and credit is capital. Hence even
village advertiser makes commercial repu-
tation more commendable in the eyes Of
the wholesale magnate, that a cart load
of local references, comprised Of the
best names he can select. Men are
measured nowadays by a rigid plumb-line-
"What are you; what are you doing? What
have you done; what can you do ?" When
a man advertises 10 his local paper-that
whole community answers the question
she's a success ~
We write of these matters because, look
ing critically over the field, we find that
every man who owns an individuality IN
this crowded metropolis, justly ascribes 1t
TO the influence of the press. He has real
lied that the great secret to success is to
captiyate the eye. The eye is the sentinel
to the will. Capturing the sentinel, the will
succumbs. Hands and feet follow, and the
purse and check-book add their emphatic
Amen. What is true Of New York is
! equally true of the smallest town on this
continent wherein newspaper is published.
! Your weil-worded advertisement is the
'sMoses' rod" which, tapping the rock, brings
! forth the waters of wealth,