The Middlebury register. [volume] (Middlebury, Vt.) 1850-1882, 1872-06-18

VIZ PSiiohihB W uuSt uOtn return,
Ihe light OF the spirit forever shall burn
From the Brooklyn Eagle, Fob. 7th. I
A Great Advertising House.
On Printing House Square, at the
junction of Park Row, N assau and Spruce
streets, facing the recently raised Frank.
lin" Statue, and ''vis-a.vis" to the Post.
Office In process of erection, stands a
large tve-story stone building, occupied
on the ground floor by the New York
Times. In the first story is the estab.
ment of GEO. P. KowELL L. Co., adver.
tlslng agents, visit to which will repay
the curious. Our country has developed
many remarkable phenomena. Scarcely
one hundred years old, we have made
such rapid progress in arts, sciences, man.
ufactures and agriculture, that we can
contend for equality with most of the
older nations, and point with pride to
many branches in which we excel all
others. In no one department has such
marked superiority been displayed as in
our management of newspaper advertis-
ing. There are within a fraction of sew
en- thousand newspapers published in the
United States and Canada, printed in
many languages, to accommodate our cos.
mopoltan population.
10 reach all these, if it be desirable to
90 SO, is an immense work. Imagine an
advertlser,p possessed of some really merito.
rious article, which he desires to bring to
the notice of these 4O,OOO,OOO people,
sitting down and directing 1000 letters
to them, the postage alone on which
would be S2l0, merely to learn their va
rlous rates of charges. Then the print.
ing Tor writing would be worse) of 1000
slips containing his advertisement then
the examination of 1000 papers to ascer.
tam whether the article has been insert
ed then the payment Gfcredt should be
granted by the publlshers) OF the bills,
neccesitating s2l0 more for postagc
stamps, and $40 more for check stamps
then IN the event of carelessness on the
part OF the proprietors of the various pa
pers' the necessary correspondence to
straighten up matters then the time lost
IN correspondence, and some idea may be
formed of the benefits conferred upon our
merchants by the reliable advertisins
agent. There was time, and not many
years ago. when advertising was regarded
as an Innovation upon sound mercantile
principles. The argument used was
THAT the father did business without ad
,v1ertlslng, and why should not the son T
nat ne meant to treat every customer
Just right, and so build up a sound busi
ness; that If he got but one new customer
eacn aay' he meant to keep him, and hi'
friends would be drawn into dealing with
MS store, because the customers were
honestly dealt by" 1t is true that the
basis OF all renumerative business mus,
oe honesty" In the long run, "hones.
ty' is the only paying principle. But
why should not the merchant treats one :
H. then there be any plan by which two
customers can be induced TO deal with ,
merchant in place of one, that plan i,
worth more than the former one. bv n,
much profit as is realized by two owe,
one' Besides, the influence of two i,
greater than that of one customer. w,
assert that advertising judiciously is tn,
better plan. Many instances can h,
pointed out ofdirect and immediate ben
ehts resulting from newspaper publicity
There are many items to be considered i
advertising. The most important is, ha,
the dealer any article for sale which h,
could not reasonably expect would b,
needed beyond his immediate neighbor
hood? If so, he should select the news
papers which circulate where he expect
or hopes to find customers. Has tn.
manufacturer an article for which he de-
slres and may reasonably expect nation
al sale, it is his interest to give it as wild,
notorlety as his means will warrant. Tn,
moment he steps beyond his immedlat,
neighsorhood, he becomes lost in coniec
lures as to the best means of reacbine
the public. Here, .ne house of G Eo. p
HOWELL q Co. comes to his assistance
by their com plete organization, the mos
distant points on this continent or abroad
are reached by the mails or telegraph
Every information is afforded to inuuir
ers-the lowest cash prices are charged
because their commissions come from tho
publishers, and not from the customers.
There are onl y two ways of advertis
ing; either by personal attention or b,
committing it to the hands of a reliabl,
agent. Even iD our cities the aid of a,
agent is beneficial but when it is desired
to embrace the country in the circuit O.
advertising, the agent becomes indispen
sable. But few persons are acquainted
with the extent of this business, as car
rled on by this firm, A stroll through
their office will be interesting, and We
ask the attention OF our readers while VIC
walk them through the various rooms
ihe door of entrance is on Park Row
After Ascending the first fight of stair.
you are ushered into the mail.room
There, every day are brought the mail.
bags for the firm, from every quarter O.
the continent. Seven thousand paper.
ale disgorged from their capacious maws
Here is first to be seen the order which
exists throughout this vast establishment
Every paper is placed in its proper pile
book ofentry is opened, and the fac,