The true northerner. [volume] (Paw Paw, Mich.) 1855-1920, 1873-09-12

seed.
VIM, Clark-has sovn clover with bucLwheat
with Indifferent success. The clover d,d'nt
do we'll
Subject for next iheetmg:-Best manner Of
wlnterIng stock. }. j. WooDMAN ~. n.
a. c. GLIDDEN Sect.
1t is time all business men should understand
that, with here and there a special exception,
the newspaper is par excellence the only me-
dun for advertising that is worth their serious
attention. The newspaper is thing o: life,
vsable fact, sure of It's circulation, certain to
be read. 1t constantly renews its youth; daily
or weekly it appears afresh, containing many
old faces making themselves constantly move
aud more familiar, but holding also fresh facts
the latest news, the last wonder; even in it's
gossip, il gives the matter OF it's time and tells
us what Is alive and moving, up 10 tic very
date 1t BEARS while liz advertising columns
show what is being done in commeIclal circles
and lays before its readers concise sum
mary OF those new ideas though which money
is made by their fellows. As compared with
all other advertising methods Il. charges
are reasonable, and its promises modest, and
while the business man is supporting 1t, he IS,
moreover, gaining from it liz more ways than
he may see at first sight.
How is IT on the other hand with tho 'lIotel
Album, =" Strangers Guilds. "''Premium Lists,
ard such like volumes introduced to The mor-
chant by the supple young solicitor. as "Lhe
greatest "mejum OF the age, or the graudest
advertising schem3 ever pr)iecteG?' It's true
that the merchant is ptonsoi "a circulation
OF from FIVE TO ten thopsaua a1d copy gratis
70 every hotel ButIs the promise kep;l are
one thousand copies printed: five handred?
one huatue? The advertiser has 10 means
Of knowing. It is too often the case that such
schemes are Advertising traps whi:h tne mer-
chant blniiy enters. In the news, apex every
facility ~ offered him in ascsrtaning the
strength and probable value OF bis investment,
while, st the same time the newspaper must
send it, Issue to rs various subscribers who
pay for it and are bound to read it. put sup
posing the volumes referred to are 10 be iornd
in all the hotels; who reals them? You see
hundreds of people in hotel par,ors with their
newspaper, hut how many cok over the old,
dllapldated, marpn-.crbbled Guide to Strang-
ers;' The moment such work is published
Il becomes OLD. The matter aud the pictures
are already obsolete before the last advertiser
pays in. Have these the influence OF the
family newspaper, chicfest OF household gods?
Probably not The "lIotel Album, " i ITS pub
lishers promises are kept, IL sent to divers
hotels. suppose for 4 moment that strangers
read them, OF what advantage IS it as compared
with the paper which striks the very heart
center OF those from whom the merchant ex-
poets his trade. And, last OF ALL the Album"
gives him but one insertion. One insertion
for perhaps hundred dollars. The same
amount would make tbc merchants name a
household word in the community from which
he draws his best custom-custom that be
can look after among people be Knows some
thing about.
The question then arises, why do mer-
chants waste money in this kind OF atlvertls-
ng?"