The Findlay Jeffersonian. [volume] (Findlay, Hancock County, Ohio) 1870-1881, 1874-04-24
ADVERTISEMENTS

aS.Nertisements in newspapers. as now
PSgIiiShed IN journals wherever the En-
sSn language is spoken. were NOT e,a1-
80 Hmown n, until early in the last cen
-: Inc earliest British newsnanars
tba 3 quIte destitute of ADVERTISEMENT.
,l;o. iIs' business notices found in tho
fnS sheets relate to books. nert Nc
, ,nl- Le'iid"ay apprentices posted in the
| Popsi guack medicines followed tn
IIse artlcie OF merchandise advertised -.
uader' was tea Auctions eama -!
vogue ana and had quite a rare abont
t"o I nuiiured years ago; they were al
Nertlseu ana added considerable 10 H.
revenue OF the newspapers. The En-
gllsn theaters did not advertise their an
tertainments till the year 17O1, and n Wa
not until 1745 that British newspanar
attempted to depend for support upop
the advertisements it contained.
Since the last-named date the leading
papers of England have derived large
revenues from advertisements, and the
price now charged is considerably more
than is paid to the best journals in the
large cities of the United States. In an
examination before Parliamentary COM
mitee several years ago, it was stated that
the cash receipts of the London Times
for advertising had reached to S33, ,435 a
week, or nearly IS, 500 business day. A
count of the advertisements in single
copy of the Times the same year revealed
that it had no less than 2, SIS advertise
ments Some firms in London have paid
$50, 900 a year in advertising their arti-
cles, and others expended 81, 900 week
the year through to keep their name
and business before the public, and they
all find the money thus paid to be well
invested
As the value of advertisements has
become recognized by business men, va
rious new plans have been tried to bring
establishments into notice. Circulars
are often distributed broadcast, clocks
covered with printed cards and mirrors
with advertisements in the frames are
put in public places, Illustrated books
with advertisements on alternate pages,
large and small handbills are conspic-
uOusly posted, transparencies are lighted
at night, signs are suspended across
streets, men and boys covered by adver-
tising boards are employed to parade in
public. In short, every possible device
has been resorted TO for bringing differ
ent branches of business and special ar
ticles before the public.
No doubt many of these plans answer
special purposes; but for stOrekeeper, or
for increasing the sale of a good article,
or bringing customers for books, houses,
lands, or general merchandise, such as
thousands purchase, no plan of advertis-
ing, however novel, is so effective as the
columns of a good newspaper that enters
thousands of homes and is read by all
members of the family. The courts rec
Ognizs this; and in all eases of the sale
of real estate, the appointment of ad-
Illustrators of guardians, and of the al
lowance of accounts, the newspaper is
selected as the only sure means of reach
ing interested parties.
One of our successful merchants, who |
was about to sail for Europe, forty years
ago, left instructions to his head clerk,
Advertise iber61ly in the city papers;
keep my name and business constantly |
before the class of persons who are my
patrons" Scores of old merchants can
be pointed out, who have retired from
business with a competency, who found
it greatly to their interest to advertise
judiciously Hundreds of the live firms
in Boston are to-day witnesses of the val
ue of advertisements in well-established
papers The uniform testimony of these
men is, that a first-class newspaper is un-
questionably the best medium yet de-
vised for gaining the patronage of those
who have money to expend. In many
branches of business, those firms have
the largest trades which most literally
patronize the press, and to some kinds of
business, advertisements in newspapers
are now as necessary as stock of goods,
or a store.-BoStOn Transcript