The New York herald. [volume] (New York [N.Y.]) 1840-1920, 1874-04-12

vertising Columns.
Eighty columns of advertisements are
printed in this copy of the HERALD, and this
fact alone sufficiently indicates the necessity
which compels us to appeal once more to the
public to send in their advertisements at On
early hour. With all the perfection to which
mechanical contrivances are yet brought there
is such limit to the possibility of newspaper
production that time and quantity must have
distinct relation to one another and as our
edition is SO large as to absolutely necesstate
the putting first side" to press quite early
it is only by sending their advertisements in
good season that the public are sure of secur-
ing them insertion With all our presses in full
operation, and each printing fifteen thousand
Impressions an hour, it is still not possible to
get our edition ready in time for the public
demand without putting certain pages to press
at eight o'clock OF night, and as the later
pages are necessarily reserved for the latest
news it is obviously quite uncertain that adj
vertisements which come in later, especially it.
as frequently happens, they come in consider
able quantities can get in their proper places,
and it is not always certain that they can get
in the paper at least they lose the benefit of
the minute classification which is SO great an
assistance to the advertiser by increasing the
facility with which any notice on given topic
can be found by the reader. In meeting the
public necessities in this way we have already
made great advances, and perhaps in the
future may make even greater but the uis
iae,tig is still triumphant over science at
many points of their great battle In the
old times, when the possibilities Of our
space were less elastic than they are now, we
were compelled to exclude our advertisers
very often. Now we endeavor, so far as posi-
BILE, to extend our space to meet the pressure;
but in order to do this even we must know
early what the pressure is likely to be. Once
more, therefore, we call upon our advertisers
to come early, and to come often, OF course.
But in this latter point of conduct they may
be wisely left to their own excellent inspira-
tons. In our advertising columns one may
see the growth Of the city, and our eighty
columns Of to-day differ from the twelve col
umns of thirty-fve years ago only as the
metropolis of the Western World now differs
from the lively little town that was excited
as to whether the "Tippecanoe and Tyler,
too men would manage to cheat little
Van, Van, Van" In one day we have
had two pages Of advertisements in a
single trade-that Of dry goods. Com
pare the traffic such fact indicates with
that of this city when all the great dry goods
establishments were between st. Pauls and
Leonard street, on the west side of Broad
way-that is, all the highly fashionable estab-
lishments-for even then there was another
world in dry goods asserting itself over in
Catharine street, which world has wandered
up to Grand street and the upper regions of
the Bowery and Fourth avenue; while on the
west side the world that was comprised be-
and fertilized all the regions of Upper Broad
way and Sixth and Eighth avenues We cite
the comparison Of the dry goods trade only be-
cause it is typical in its indications. In every
other trade the differences are well nigh as
great, and these historical differences between
the city of '3S and the city of IA are the
points that may be proftably noted in our ad-
vertising columns. If we have any merit in
the case it is that, as this journal was the one
to feel in it's prosperity the whole growth of
the metropolis, We have endeavored to be
equal to the requirements imposed by the po-
sihon.