The New York herald. [volume] (New York [N.Y.]) 1840-1920, 1874-04-14


humanity in like manner as the British are on
snch an occasion, they may at least manifest
their sympathy with and admiration for Sir
Lambton Lorraine without giving offence to
the government at Washington
The Increase In tho Herald's Advcr-
tisements-A Few Words to Adver-
tisers.
The demand on our advertising columns
calls again to-day for the issue of quadruple
sheet The forty -seven columns Of advertise
ments printed in this copy Of the HERALD are
an increase over the advertisements of last
Tuesday, and this increase is a steady one and
not limited to single day. The eighty
columns printed last Sunday were an increase
Of six columns over the previous Sunday.
Monday appears to be the slackest day of the
week with advertisers. There is no good rea-
son why it should be SO, since the circulation
is fully as large as on any other week day, and
our interesting sketches of the Sunday SER
mons not only attract special class of readers
to Mondays paper, but induce its careful
preservation. Advertisers, however, have their
own ideas and their own method of doing
business, and do not seem to fairly get under
way until Tuesday. Yet yesterdays adver-
tisements were an increase over the previous
Monday This steady advance indicates an
increasing activity in business of all kinds,
and is not due, as contemporary mistakenly
supposes, to a ''strong effort on the part Of
''city dealers" to '.get the current of spring
trade into motion" If it should continue,
as we have every reason to suppose it will, we
shall probably be compelled to issue next
Sunday sextuple sheet, or three ordinary
HERALDs in one edition.
This pressure on our columns, seen in
to-days paper, as we'll as in our crowded
Sunday sheets, will satisfy the public of the
necessity of sending in their advertisements at
as early an hour in the day as possible. There
Office until late, and these we shall, Of course,
always endeavor to accommodate but there
are others which sometimes do not reach us
in good season, yet could just as we'll be sent
in the early part of the day. This crowds us
unnecessarily, and may sometimes result
in disappointment to the advertisers
at least in the failure TO have their
advertisements properly classified. We would
especially urge boarding house keepers, real
estate agents and operators and those In want
of situations to deposit their advertisements in
one or other Of the HERALD offices as early in
the day as they conveniently can. It is i'm
material whether they be sent to the principal
81, off ho o<Ho Tbox,
promptly despatched from the latter, either by
special courier or by our private telegraph
lines. On Monday of last week over one
thousand advertisements were forwarded from
our uptown Office for Tuesdays paper. It
can readily be understood that the
work of receiving, transmitting put
ting into type, reading, correcting,
classifying and printing from forty-eight to
eighty columns Of compact, solid advertise
ments, majority Of which contain from three
to six lines each, is by no means trifing; and
when it is remembered that quadruple, quin-
tuple and sextuple sheets have to be run
through the presses to fill the large circula-
ton to which we owe our extensive advertis-
ing business, our appeals to our advertisers
will not be regarded as unreasonable. Indeed,
it is as much for their advantage as for our
own that we make these requests
We have succeeded in making the HERALD
a most desirable advertising medium. The
system of classification is so perfect that, de-
spite the mass of advertisements, any particu-
lar one can be found without difficulty, and
just as readily as q name can be found in a di-
rectory or word in dictionary. For this
reason those who have wants to supply seek
the HERALD as naturally as they would search
directory to ascertain PERSONS residence or
place of business We are emphatically an
advertising people; but the system introduced
by the HERALD, united with the unprecedented
circulation Of the paper, and its consequent
value as an advertising medium, has given to
the HERALD advertisements character
peculiarly their own. They are concise,
plain business notices, and as such
commend themselves to the public, and are far
and exaggerated advertising pufs. No paper
in the world-not even the London Times
has achieved SO great success as the HERALD
in this direction. In the busy season of the
year we have printed larger number Of adj
vertisements than ever appeared in a single
edition of the great English organ. And our
advertising business increases with our in
creasing circulation, until we begin to feel that
we shall soon need an increase of our present
accommodations, and shall require more room
and n preatar number If praccec We cbau