Oxford Democrat. [volume] (Paris, Me.) 1833-1933, 1874-06-09
9flistellanp.
ADVERTISING.
The characteristics OF Advertising & a nj the
Various Methods of Advertising.

u essay on Advertising, by Howard Owen
! Esq Of the KenneJec Journal, and roaC
by that gentleman at the last meeting o.
the Maine Editors and Publishers Assoc
iaiion. Mr.. Owen has practical under
standing OF the subject and presents hi,
views in vigorous and entertaining
F., manner:
Let ten men rush into a prin ting office
with as many advertisements, and they
would each choose different position rs
the vciy best one in the paper. One
would choose the lower corner on the
second inside page-wants his advertise
, mcnt kept there always-put ii in any
other position, and down comes the con.
tract; another chooses the square ut the
head OF the same column; another next
10 the reading matter-don't care on what
page another, right under the marriages
anu deaths, alvays-makes no odds who
else wants that position; another, disre.
giardng the fitness of things, between
the marriages and deaths; another, above
them; another don't care where his adyer-
tisemcnt is pnt il it is turned upside
down; another, in triangular fashion :;
another would be willing 10 pay for o
permanent place at the head Of tho local
column. have heard of one person, Lut
hc was cut of prematurcly in early
manhood. ~ the midst OF his usefulness,
who thought that 4 position directly under
the telegraph heading was to be craved;
another would have his tit.bils scattered
III among the locals-iust to help fill up;
another. with liighty mind, would sweep
across the top of an entire page. in glow.
ing capitals; but the most presumptuous
case is that OF the fellow who wanted his
advertisement 10 come in directly under
The editorial imprint. QIo is an applicant
for admission into the new insane hospi.
tal)
These and othols are the various posi-.
tlons sought, but the methods of advcIlis.
inS are as varied. Some advertisers,
/ (nnd they arc generally those who write
their iavors most compaclly,) are not
/ satisfied unless each word shall be put in
/ full face caps, and each line clolhe itself
in bold face letters. But here comes an.
other man, who believes in modest, plain,
unobtrusivo type, bordercd on either side
with clean white paper; and lie shall be
my ideal oil q model advertiser Hasten
the day when ugly looking cuts and large
type shall pass into the hcl-boX, 10 be
melted in the type.foundcr's furnace, and
when the same scrupulous care shall be
shown in the writing setting and arrange.
ment Of advertisements, as is exercised
in any other department of tho paper
when, by the very reason of its mechan.
ical character, it shall claim the attention
OF even the most careless reader Adver-
tisements may come in the clever garb OF
poetry:
81 am wool engraver gool,
And all designs on blocks Of wood
with my graver cut so neat,
That, when there printed on a sheet
or paper white, you plainly view
The very form the att.=t drew;
His drawing. whether coarse or fine,
Is truly copied. line Tor line"
But specimens cannot be multiplied. |
think there are loo many advertisements
among the reading matter. Turn back to
the files OF other days, and you will see
but little OF this. Advertising has been
creeping stcalthily over until the news
columns arc invaded with it. The prac.
tice is dcmoralizng in The extreme. 1t
lessons the value OF the regular advertis.
ing space. Let down the bars and tempt
the cattle into the thick clover OF the
moving field and they don't care about
returning 10 the pasture. Let some por.
ton OF the paper remain sacred and above
price, and the publishers have the courage
to say to all persuasions OF patI onage-
Hands off !" The publisher who uses
his newspaper rs q steamboat, and is al |
ways pulling. will soon burst the boiler of
his finances and reputation and he ought |
10. Nine times out OF ten the individual |
who gets free advertising, in the way ol
notices, continues 10 expect il. and does
not appreciate the favor. 1t has passed |
beyond the region of doubt that the mafl
or rather thing, who borrows or steals the
reading of a paper. is the first one TO
curse it. Let us not, my brethcrn, give
our countenance or supportto this sort OF
thing. Let US encourage liberal and |
legitimate advertising, and set our faces
againgt this strange and unwholesome
admixture that neutralizes and comprom.
ses the honor and dignity of the proie5.
sion. Success will be sure TO follow.
Who is he tha! walkcth the streets with
gloom of countenance and perplexity OF
mind ?-lhat losclh the confidence and
patronage CT men, aud sinketh Into thick
gloom and the grave Of forgetfulness-
dcpriye,h himself Of gain, and securetb
TO himself loss' Verify, it is lie that
does not advertise lie that adyer.
tiscS hath chosen The part Of wisdom. ard
his richos and honor, usefulness and fame,
increaselh like The light Of the morning
For an instance of remarkable prea-
ence of mind, says the Brooklyn Argus,
commend Us to the sagaciOus Illinois wOm-
an, who. when her husblnd was bitten by