The true northerner. [volume] (Paw Paw, Mich.) 1855-1920, 1874-04-03
.yDy.ERTISE.NE.N'Ts.
Hoe .E0aey Spent Efds f'Orcd to be
Money Earned.


Advertiser ents in newspapers, as now pub
lished in journals wherever the English Ian
guage is spoken, were not generally known
until early in the last century. The earliest
British newspapers were quite destitute OF adj
vertisements the first business notices found
n those pioneer sheets relate to books next
we find runaway apprentices posted in the
papers quack medicines followed. The first
article OF merchandise advertised By trader.
except books ana medical nostrums, was tea.
Auctions came into vogue and had quite rage
about two hundred years ago: they were adj
vertised and added considerable to the reye-
nue. OF the newspapers. The English thea
ters did not advertise their entertainments till
the year 1901, and it was not until l745 that
British newspaper attempted to depend for
support upon the advert sements 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 il the large cities of the United
States. In an examination before pariia-
mentary committee several years ago, it was
stated that the cash receipts OF the London
Times for advertising had reached to :33.435
week. Or nearly $500 business day.
count OF the advertisements IN a Jingle copy
OF the Times the same year revealed that 1t
had 10 less than 2.575 advertisements. some
firms N London have paid T150.O00 year in
advertising their articles, and others expend
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.
Az the value Of advertisements has become
recognized by business men. various new plans
have been tined to bring establishments into
notice. Circulars are often distributed broad
cast, clocks covered with printed cards aud
mirrors with advertisements in the frames are
put in public places, Illustrated books with ad-
vertisements OH alternate pages, large and
small handbills are conspicuously posted,
transparencies are lighted at night, signs are
suspended across streets, men and boys cover
ed by advertising boards are employed to pa
has been resoTted to for bringing different
branches OF business and special articles be-
fore the public.
No doubt many OF these plans answer special
purposes; but for a storekeeper, or for in
creasng the sale OF good article, or bringing
customers for looks, houses. lands, or general
merchandise, such as thousands purchase, no
plan of advertising, however novel, is so effect
i've as the columns OF good newspaper thai
enters thousands or homes and Is read by all
members OF the family. The courts recognize
this and IN all cases OF the sale OF real estate,
the appointment OF administrators or guardi-
ans. and the allowance OF accounts. the news
paper is selected as the only sure means Of
reaching interested parties.
One of our successful merchants, who was
about to aail for Europe, forty years ago, left
instructions to his head clerk. Advertise lib
orally in the city papers, keep my name and
business constantly before the class OF persons
who are my patrons" Scores Of old merchants
car be pointed out, who have retired from bus
mess with competency. who found it greatly
to their interest to advertise judiciously.-
Hundreds OF the live firms in Boston are to-
day witnesses Of the value Of advertisements
in well-established papers. The uniform testi-
mony of these men is that first-class news
paper is PROFESSIONALLY the best medium yet
devised for gaining the patronage OF those who
have money to expend. In many branches Of
business those firms have the largest trade
which MOST literally patronize the press. and
to some kinds OF business advertisements IN
newspapers are now as necessary as a stock Of
goods or a store.