The Cecil Whig. [volume] (Elkton, Md.) 1841-current, 1872-03-16
IFrom the Brooklyn Eagle, February 18th.
A GREAT ADVERTISING HOUSE.


A GREAT ADVERTISING HOUSE.
On Printing House Square, at the juno
ton of Park Row, Nassau and Spruce
streets, facing the recently raised "Frank
lin" Statue, and "vis- avis " to the Post
office in process of erection, stands larg
five story stone building. occupied on The
ground floor by the New York Times. Ii
the first story is the establishment of Geo
P. Rowell & Co., advertising agents, viSi
to which will repay the curious Our coun
try has developed many remarkable phe
nomena. Scarcely one hundred years old
we have made such rapid progress in arts
sciences, manufactures and agriculture
that we can contend for equality with mos
of the older nations, and point with pride
to many branches in which we excel al
others. In no one department has sucl
marked superiority been displayed as IL
our management of newspaper advertising
sand newspapers published in the United
States and Canada, printed in many Ian
| guages, to accommodate our cosmopolitan
population.
To reach all these, if it be desirable to
do so, is an immense work. Imagine an
advertiser, possessed of some really meri-
torious article, which he desires to bring
to the notice of these 40, 900, 600 people, sit
ting down and directing 1000 letters to
them. the postage alone on which would be
| $210, merely to learn their various rates OF
charges. Then the printing (or writing
would be worse of 1000 slips containing
his advertisement; then the examination OF
1000 papers to ascertain whether the article
has been inserted; then the payment (if
credit should be granted by the publishers
of the bills, necessitating $40 more for
postage stamps, and $40 more for check
stamps; then, in the event of carelessness
on the part of the proprietors of the vari-
Gus papers, 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 advertising agent,
There was time, and not many years ago.
when advertising was regarded as an limo
walton upon sound mercantile principles
The argument used was, "That the father
did business without advertising, and why
should not the SON. That he meant to
treat every customer just right, and so
build up sound business; that if he got
byt one new customer each day, he meant
to keep him, and his friends would be
drawn into dealing with his store, because
the customers were honestly dealt by" 1t
is true that the basis of all remunerative
business must be "honesty." In the long
run, "honesty" is the only paying prin-
ciple. But why should not the merchant
treat two customers as we'll as lie treats
onea If, then, there be any plan by which
two customers can be induced to deal with
Il merchant in place of one, that plan is
worth more than the former one, by as
much profit as is realized by two over one.
Beside, the influence of two is greater than
that of one customer. We assert that
advertising judiciousy is the better plan.
Many instances can DC pointed out of direct
and immediate benefits resulting from news
paper publicity. There are many items to
be considered in advertising. The most
important is, has the dealer any article for
sale which he could not reasonably expect
would be needed beyond his immediate
neighborhood If so, he should select the
newspaper which elroulates where he ex
poets or hopes to find customers. Has the
manufacturer an article for which he desires
and may reasonably expect a national sale,
it is his interest to give it as wide noto-
riety as his means will warrant. The
moment he steps beyond his immediate
neighborhood, he becomes lost in conjec-
lures as to the best means of reaching the
public. Here, the hOuse CT Geo. Z. Howell
& Co. comes to his assistance. By their
complete organization, the most distant
points on this continent or abroad are
reached by the mails or telegraph, Every
information is afforded to inqnirers-the
lowest cash prices are charged because their
commissions come from the publishers, and
not irutn the customers. Publishers do not
take discounts OF for advertisers. \
widow some time ago brought an adver-
tisement Of = personal nature to this house,
which she desired to have inserted in 4 first
class New Orleans paper. She had never
been out of New York. knew nobody down
thers, aad haq hut one LITTLE article 10 be
inserted. 1t was received as freely, and
attended to as carefully, as II 1t were part
of a thousand dollar contract. This little
waif passed through this great establish
ment. ana was rs closely watched as col
umn advertisement.
The day of objections to railroads, sew
ing machines, labor-saving agricultural
tools, telegraphs and advertising has passed.
No sane man builds Conestoga wagons or
stage coaches for travellers; no lady signs
for the good old days of thanksgiving; no
farmer uses except in Berks county Pa
wooden plows; defanlters curse the light
ming, and the maker of soothing syrups
writes his name in every baby linen box in
America by the means of the press. The
advantages resulting from Advertising are
TOO we'll understood in these days to need
any argument. 1t is our national charac:
teristic to push commerce; to bring buyer
and seller into acquaintance and thus bene
fit all. There are only two ways of adver-
Using; either by personal attention or by
committing it to the hands Of reliable
agent. Even in our cities the aid Of an
agent is beneficial; but when it is desired
to embrace the country in the ci;pUi, OF
advertising, the agent becomes indispcnS;-
pIe R!t few persons are acquainted with