The daily phoenix. [volume] (Columbia, S.C.) 1865-1878, 1874-05-28

-rs' rs'CoLuABIA. .GzQRA1~-UE1oS.s..Xa,a are
glad to note the formation OF q musi-
cal association, under the name of the
FC9sambiA Choral Union" This asso-
'oiatipn Yida composed OF about thirty
voices. comprising ladies and gentle.
men of our community and some of
the best talent ci our city, besides
being assisted by Professors Denok
and Koepper. and all under the direct
orship OF Professor W. F. Evans, who,
as gentleman and teacher Of music,
comes among us with the highest re-
concentrations as to character md
efficiency as a thorough musician. The
Choral Union will give it's Arst concert
on Wednesday evening next. June 3,
in aid of the Marion Street Methodist
Church. All lovers of fine music
should avail themselves OF this oppor-
tunity Of hearing some of the works
of great masters rendered in first rate
style.
ADVERTISING The history Of Jour
nalism is the history of advertising.
The worlds Of daily literature and of
business have been, through this mo-
dium, mutually dependent and helpful
almost from the establishment OF the
first regular English newspaper. which
took place in the year 1922, during the
reign OF James I. The first actual ad-
vertisement on record. however, ap-
peared in 1862, in the Mercurius Po-
hHcus, being notice of book eulo-
CYSTIC OF Cromwell's campaign in Ire
land. Apropos OF this circumstance,
We may state here that booksellers
we're, Tor long time, the most exten-
sive advertisers, and it is characteristic
Of their sound business sense that they
still rely almost entirely upon tho
same means Of calling the public at
tention to their wares. The fret ad-
vertisement paid for by q London
..adssman, not Q bookseller, was one
announcing the sale of tea, then
spelled ''tay," or ''tee." at London
coffee house, published about a year
before the death of Cromwell.
We learn from this old ADVERTISE
ment that tea and coffee were then be-
ginning to come into use. Indeoi,
the student of history can get DO
truer insight into the manners and
modes of life OF those days. than by
consulting thu -dvertising columns Of
tho public journals. In the time of
Charles II newspapers did thriving
business in advertisements. and it was
during his reign that notices OF public
amusements, theatrical and others,
were first advertised.
In the reign Of James II the liberty
OF tho press was greatly c.rtailed, and
the advertising business was at low
ebb. When, however. under the
more liberal rule OF William III, the
press grew once more into import
anoe, advertising became so remune.
rative and popular that We find q Jour
nal published at that time. gratuitous-
~ circulated aud limited to ADVERTISE
ments. actually keeping itself alive for
erace of two years. The plan is now
more practicable, and has proven a
success in the case Of journal pub
lished in E iinburgh and one in Dub
lin.
In the United States, business men
advertise even more extensively than
in Great Britain, though there are In
dividnal instances OF expenditure ii
this direction on the part of British
merchants unparalleled, with one ex-
ception, on this side of the Atlantic.
For example, a vendor OF pills has
spent in this way $50. 900 per annum;
the virtues OF Macassar oil have been
m ,de known to the world at cost Of
$50, 900 annually. and of cod liver oil
ut the same rate. It is most signifi-
cant fact, and q rebuke to the timid,
parsimonious tradesman that these
immense outlays huve been found pro-
itabie.
It is now too late in the day to be-
gin questioning thl advantage of ad-
vertising-that is conclusion estab-
llshed by actual and undoubted re.
suits. Again, newspapers are the
most available aad effective means for
the purpose. 1t is true that there are
countless other methods, some OF
which may be attended with degree
Of success; but the newspaper reaches
more people, and renches them moro
lmpressivelY than any of them. A