The Milan exchange. (Milan, Gibson County, Tenn.) 1874-1978, 1874-06-04
IPnRrANT TO INLAY

fhe following, clipped from the
CounerJournal, applies to Milan as
well as any town we know OF. We
hope our business men and capitalists
VIII seriously consider it. 4 good
newspaper, wen-sustained, viii aGver-
tisc the town and do more toward
bringing capital and population here
than any one enterprise. We ought
to have more subscribers and adver-
tisers than We have, to make a success
Of the EXCHANGE. Our expense Is
considerable, and must be, 10 make
such paper as the people want, and
we desire to make the best paper in
this section-one that will do honor to
the town.
1t isnot alone the newspaper matter
specially designed as news that attracts
the attention Of the public. As ca
gerly as the dispatches and editorial
comments of a journal are read, the
advertisements attract quite as much
general interest. People read adyer-
tisements just as they read personal
and local items, and i'll fact advertise
ments embody quite as much Of the
current history of the day as the news
departments. The first newspaper
advertisements appeared in England
over two hundred years ago, and were
mostly "hue and cry advertisements
for thieves and runaway apprentices.
'"The Boston News Letter, the first
regular American newspaper, was es-
tablished in 1904, but it was number
of years before advertisements APP
peared in it. In 1877 the first daily,
the independent Gazette" appeared
at New York, with thirty-four adycr-
tisements. 1t appears from this that
America and England went into the
regular advertising business about the
same time, with the odds largely in
favor of England. But eventually
the United States gave a push 10 the
business it had never received before,
and business men began torealize that
advertising, instead of a venture, was
a strictly Legitimate operation, and
that those who refused to compete
with other men in thus placing their
business before the public, must ex-
pect to fall behind. The advent of
the New York "Sm" in 1888, the
Herald" in 1885, and the Tribune"
in 1871, introduced some new
ideas in the way of classifying
advertisements, and very soon such
matter to which was desired to
give special prominence was arrang-
ed under Local Notices." Cuisines
Notices" Especial Notices" and other
varieties, and extra charges made for
the preference thus given. Adycr-
Using has continued its growth until
of late it is no unusual thing for Il
single firm to eXpend a hundred
thousand dollars per annum in that
way, and it is found that no business or
enterprise can be brought prcminen,-
Iy before the public without appear
ing conspicuously in the columns Of the
newspapers. The average amount
paid in the last five years in the Unit
ed States for advertising was about
S15, ZOO, 900 per annum. 1t is 9 COM
mon remark among observing bust
ness men that the enterprise # 4
city may be Judged from the appear
ance of the advertising columns Of it,
newspapers. We made the state
meEt. that advertisements are very
generally read. If any one Of Il pr&c-
teal turn of mind desires to test the
accuracy Of such Il statement, and at
the same time learn the effect Of adj
vertiSing on business, let him advcr-
tise in two lines in the most obscure
part of some newspaper that he wants
to buy dog. If he does not want
the visitation this will bring him. let
him insert Il line in the midst Of
batch Of other advertisements, that he
will no longer pay his wife's bills, and
then go about among his acquaintance
and observe if there is anything pecu-
liar in their manner that would seem
to indicate that they had read the