, 1873-09-14
HOW TO ADVERTISE!
Auxiliary Publishing gg--What It Is,
ADVANTAGES TO THE ADVERTISER.
Chicago Prints for All the West.
KELLOGG'S COMBINED LISTS.

Tho general public who ayo paid no partiouar atts-
tion IL tho art Of advertising, hhve tto idea Of tho m
proTsmcnts that fow have wrought In that inds
onablo adjunct Of tho nodorn business world. How in
diaronsablo now Ii bo from It's general Ado1-
tion, hu indood from tho columns OF th4 papor.
Toro lndocd. who rtso to without I'd
rorttslng; Aud 80 did Weston walk frofu Now York 10
Chas8o. But ho might haye mado tho datanoc great
doal easor. Trying to do bnsIoss without advertising II
IL Ead 1ko winkng rrotty girl through
aos You ay knoW what arc trying to do, but no.
body olso does.
TEN YEARS AGO. the ad.ortlaer In smal way, who
succeeded In bringing his merchandise beforc that
largo rural class who took olhsr journal than thor
county papar Without paying at loast eight tan tInoA
much In proportion "a tho largo adTorer indeed
Fortunate Tho Charge by tho country paper
ndollar fnBcrou foe nch But largo advertiser
coud, by tho yoar got wholo column for that price.
Then tho advertiser who desired trademark tnaortod
nootcd to spon, for olectsoypng and mailing, nearly
much hs tho thon high cost Of Advertising 1t month
and It VAS iudoed, profitable peculiar busi-
that could afford 10 enter tho country paper At a
Now however. all this IL changed: tho small adros.iscs
fares noary vol In tho local paper tho lAree tho
who spreads abroad his docs It nlmott
additional cost; and no be called general
advertiser who has not rhcod bis and business be-
foro tho village roadors In all tho region Of country rh
tary to tbs city. And
HOW HAS ALL THIS COME ABOUTP
Thorn two producing First, tho introduce
tton by Messrs. Gonrgo P. Rawtll l. Co.. now OF Now
York, hut then Of Boston. Of tho List ssstem." This
to buy In tho country papcrs certain amount of
saco % inchos to 10 lod at their risk, and which
they rotaed At fair profit TO themselves but In order to
keep 1t allied 1T vnr9 largo discount from the ruling
priccb Its small acAle warranted o1tou-
sion Of ths plan. and. after tmc various competing
ste organized. Each stop In tho development only
lowered tho rteo TO tho Adysraar thus distributing tho
benplita To all concerned.
Tho second OF this revolution may explained by
e1trnot from Rowo1rs work. ''rho Men Who Advsr.
tiso, " In an article giving the history ot
AUXILIARY PRINTING.
With,u fcw yoars past thoro has sprung up fashion
among country newspaper pubtshora of purchasing nr
sheets with sde soady printed, to nh!ch tho torn
1nsidos, Outstos E1tcztors Interiors; Auxiliary Sheos
etc., variousy applied Those who first printed on
tcso shcos suffered tho naryrdom tho rho
frat carried umbrella Their contemporaries accused
them Of hostility to local inorcats OF nusng tho jour-
printers trade Of degrading tho editorial pro.
feiou Of inability to odlt thor paper without assist
ancc and OF spirit Of small ecouoy. Yet tho plan
grow In favor that In less than nlne yaars snoo tho
st Insdos Horo usod. thorn at this writing not loss
than five hundred country ocoa procuring one.hAlf of
toIr printing dono by Wholesale auxiliary publish
lug house. Though comparatively tow who thom havo
cared to publicly coara that fact tholr general
il tho most convincing Of all areumpna to thor utility
II may bo briefly stated however, that BY their
Ing Is oIectod Of nhout throefourhs Of the composition;
onehalf OF tho pscss work, ink, aud wear Of typo and
very large Of tho editorial labor thus enabling tho
homo publisher to devoto Tina to local ators pol
Itics. nnh huauces.
Tho particular circumstances that gavo birth to tho
current plan olnsi-A aud outscs is follows In JULY
lei1, Mr. 4. N. kepgg, tho publisher of the Baraboo
ts} FepHdifc. finding that In consequence Of enlist
mont of his patriotic iours" ho woud DO unable to IL.
kuo full shoot the regular day. osdorod Of tho Day
Jdarut office, at Madison the State capital! half shoot
supplements, printed On both sios with war nows.' to
fold with his own half shoots. While mailing bis edition.
1t occurred to him that fth1 awkward fact Of hs paper
bcnR In two reces could he obElaod oxoollont paper
could be regularly Issued, and with decided saving ol
labor SUNNY OF DfutHd