Eureka daily sentinel. [volume] (Eureka, Nev.) 1871-1887, 1873-04-23
rhs Wisdom Of Adve rising.

n ia remarkable that so many
,u,;ne,, men know little or moth.
ouf w. Of the wisdom of advertising
.nsse .%s things which they wish to
.iI's ..lI' and those things which they
WV" same \, wears ago a young man
horn and educated in Scotland,
anne to this country with no
es e,her capital than what existed
H IN his brain and muscles. and com
menred business as a news cOllec-
~, % and writer for the press. which
naturally extended to the publica.
,ion @ of an advertising newspaper.
Thi, I man taught thousands Of
bnsiness men and W men in the
oiy % of New York the wisdom of
filling each 9th r, and the word
in addition to themselves, through
the columns of the Herald, what
they had for sale, what they de-
,ired to purchase whether a
coachman, "a wet nurse, or cham.
her maid wanted a place; some
Gentleman needed a cOachman or
6js wife a servant. No clear head,
accustomed to thinking. can
douht the very great public con-
euence of using type, ink and
naper. to communicate from one
nprson to another information Of
this kind; for nothing can we'll be
more evident than the fact that
no one can sell his goods, wares,
merchandise, farm, wild land or
CITY property, witho 1t 4 buyer !;
nor can one who wishes t0 make
an advantageous purchase Of any
thug whatever, do so without a
seller of the article sought. 1t is
simple and practical question,
how to bring these parties to-
gethe,, face to face, in the easiesS
and cheapest way. lake up any
number of the New York Herald,
look over all its advertisements,
and you can hardly fail to see pre-
ciselJ how this is done. This
business operation proved go USE
fl to the advertisers after thirty
years experience Of its value, that
the Herald offi.e was estimated
as worth five million dollars at the
death of James Gordon Bennett.
the founder "f the paper; its ID.
vertisint patronage reaching near
ly million dollars a year.
Robert Bonner, the founder of
the New York Lelger, as a litera.
~ paper, is an Iris man by birth,
who has made large fortune by
skillful advertising more than by
any other means. On one Occa.
sion he paid the New York
Herald two thousand dollars, cash
in hand, for the advertisement Of
the Ledger that appeared one day
only in Benefits daily, covering
one page of the paper. Probably
twO.thirds of the readers Of the
Herald that day, who knew some
thing of the price paid for line
Of space in the Herald, thought
that Bonner was a little insane.
But the owner of the Ledger had
studied his business problem care
fully, and the practical result has
been that one company engaged
IN selling papers a ID periodicals
takes every week three hundred
and fifty thousand copies Of the
Ledger. How many are disturbed
BY mail we cannot say. but the
number is large. The horses in
Bonners stable kept for his COM
iort,and in no way forsporting.are
said to be worth Sl50,OUO; and the
building that holds them, cost
more money than any palace in
winch the crowned heads of Great
Britain have lived, till within re.
cent times. There are s me fea.
lures in the Ledger that deserve
concentration. One is that Bon
ner makes it exceptionally moral
IN tone, and chaste as a repository
OF American literature. He said.
ana we have no doubt truthfully,
mat a million dollars would not
nlre him to publish in the Ledger
Mrs. Stoves etfusiOn of the By
ioh scandal and to guard the pu-
IIily OF his hebdOmadal, no adver.
usement on any subject is admit
sd. Bonner shows great wisdom
~ ~ ouylng advertising space liber-
siy, and never selling a line of
such space in his own paper. His
%urnal is a specially; and he is
wise IN letting the world know
s %nat the srecialty is. A few yesrs
aso, Bonner was a poor mechanic
Working at bis tr ide. that Of set
.nhg type. Hudson in his His
Sry of American Journalism -
Elaees him." high among the mil
";9no,res," =; as the legitimate fruit
y. W. wise advertising, connected
"th sound moral principles. +
let every business man and wO-
.na "aa profit by Bonner's success
r r". example. Manufacture or
aus patcha.e u thing, advertise it far
sna sma wide. sell at q small profit,
sa Tm;, trust nobody. : Nashville