The Marietta journal. [volume] (Marietta, Ga.) 1866-1909, 1871-12-15
chow DO THEY ALL LIVE r"

We have already extracted liber-
ally from the first and second chap
tiers of the Charleston Courier's epis
ties 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 agencies, aud the article
concludes as follows:
! You desire, for instance to con-
tract with one thousand newspapers
for ten lines or column. You arc
told "Here is list of fifty newspa-
pers, with a circulation of twenty
thousand each, price so much here
is list of enc hundred newspapers
with a circulation of ten thousand
each, price SO much here is a list
of FIVE hundred newspapers, with a
circulation of three thousand each 1;
and here is list of three hundred
and fifty newspapers, with circula-
ton of seven hundred and upwards,
each. Here sir, is the average. -
1t may be u dollar a line more or
less. II is always less than the same
amount can be contracted for by the
individual, and at the same time ho
is spared the toll of overlooking a
daily task.
Look over the books Of some of
these concerns, and you will find
record, like the following: I'll. I.
Helmbold, by cash, $l50,000; Fisk
d Hatch, by cash, $4,000; A. 7.
Stewart & Co., by cash, $4,000;
New York Sun, by cash, 100000;
G. w. Childs, Philadelphia Ledger,
by cash, $40, 600; Thos. Holloway,
by cash, $50, 900; Jay Cook & Co.,
by cash $4,000; Devlin & Co.,
$50, O00," and 80 on These names,
and there are thousands of others,
illustrate the main ideas, to-wit -
that a man may turn the wheel OF
fortune as he shall choose, if ho uses
the newspaper as a crank. There
is not a single instance of failure
known from a we'll regulated system
of advertising. When the govern
ment of the United States could not |
otherwise dispose of its bonds after
having "felt" Wall street and other
commercial centres Of the world
Jay Cooke stepped forward, and
with the faith of hero, said, "1'll
take them" He at once authorized
the expenditure of $4,000, saying
to his agent, "put our advertisement
in all the papers of the country; new
er refuse a publisher who has ener-
gy enough to come to you for it his
paper may be weak and small, but
give him something" And since
1865 Jay Cooke, by the judicious
use of printers ink, has made from
the mere manipulation of United
States bonds. at fraction of a cent
on the dollar, a 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 cminently significant. The news
paper has become a sort of CONNER
cial Agency, in which merchant
illustrates his own energy of charac-
ter. Energy is his stock of trade.
Stock means credit and credit is cap
ital. Hence even a village adyerti- |
ser makes a commercial reputation
more commendable in the eyes of the /
wholesale magnate, than cart load
of local references comprised of the
best names he can select. Men are
measured now a-days by rigid |
plumb lino-"What are you! what
are you doing? what have you done
what can you do y When man
advertises in his local paper-that
whole community answers the qucs-
tion-"he's a success"
We write ofthese matters because
looking critically over the field, we
find that every man who owns an in
dividuality in this crowded metropO-
lis, Justly ascribes it to the influence
of the press. He realized that tho
great secret to success is to captivate
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 con-
tinent wherein a newspaper is pub
lished. Your well -worded advertise
lnent is the "Moses' rod" which tap
ping the rock, brings forth the wa
tiers of wealth.