Vermont phÅ“nix. [volume] (Brattleboro, Vt.) 1834-1955, 1875-04-02
About Advertising.


The fact is. advertising is to the business
man what breath IL to the body. You
| must breathe or die. Yes, and business
men find they must advertise or die. II is
a curious fact that journals which are sup
| ported by advertising expend large sums
for the use of the columns of other papers.
| For instance, Harper & Brothers charge
| high prices for advertising in their Month
| ly aud wecklies, and, at the same time,
| they pay enormous sums for the insertion
| of their own advertisements in other pa
| pers. All our journals advertise literally,
| and some, which are really hostile, will
use each others columns to reach the pub
lie. This proves that our editors and pub
| fishers have learned by experience the i'm
portance OF duty which they so often
urge upon the public.
Bonner is the most successful Of all the
| printing cram, and at the age of o. has ac-
cumulated million. This, for a journeyman
| type setter, who landed penniless on our
shores, is doing very well. Asa printer,
| Bonner was noted for his taste in d splay-
ing advertisements, and when he took the
Using for himself. One feature in this
/ method was its utter righteousness. Had
he inserted a square announcing that "SOl-
ONION Swipes writes for the New York
Ledger" it would have seemed reasonable,
but when an entire column is filled with
this idle repetition it is wanton waste of
space. Why not tell Us something else?
And not only a column, but au entire side
OF the paper is filled with this very repeti-
ton. until people are Disguised with the
very name of solomon Swipes, and buy
the paper To see what the fool means. Bon
ners early profits were invested in adver-
Using with a pr9digality far beyond all
precedent. The checkered column with
alternate BLANKS was his invention, and
told with great effect. One of the novels
which he published in the Ledger was pre-
ceded and accompanied by an outlay of
10000 in advertising. The result is that
the iOurneyman printer is now a million
aire. lie has the strongest faith in news
paper advertising.
No dry goods merchant in the Union Is
so universally known rs 4. T. Stewart.
His two great establishments lretail and
wholesaleJ are so identified with his cos
mopOlitan reputation, that they do not re-
quire the addition of his name. Mr.. Stew
art is the only merchant in New York who
does not put up sign; but though lie does
not need the blazonry of his name, he feels
the need of constant advertising. Stewart
pays large sums for this purpose, and is
very particular in respect to the appearance
OF his advertisement. He is also Tor ut
least the firm iS) very careful 10 note every
thing that is said in print concerning the
establishment. They are still engaged in
a conflict. Having by close competition
built up the greatest trade In America, they
now battle to keep it. In their hands the
press is powerful agency. The voice of
the great temple of fashion is daily heard
through the journals of the metropolis,
and in this manner the empire is retained.
Are advertisements read? This is a ques-
ton which is oflen and anxiously suggest
ed by those who feel disposed 10 call in tue
assistance OF the press and yet hesitate.
"Are advertisements read p ''Sot by ey-
erybody,' it may be replied. Neither is
an entire newspaper read by everybody.
4 well conducted journal is made mp OF
various departments, each of which has its
patrons. They read what they desire, and
may slight the remainder, however valua-
BILE. Between the varied elements OF Pc
rusal, however, it may be safely concluded
that the entire paper gets a reading. This
is precisely the case with advertisements.
\ paragraph will catch the eye of an inter-
ested reader. If that paragraph lie repeat
ed 1t will create wider interest. In reply
to the question care advertisements read7"
it may be said they seldom fail to reach in
a speedy manner the class to which they
are directed. If repeated, they will, as 1
have said, reach general notice. A para
graph which appears three times in pa
per begins to demand attention, and like a
neglected ghost seems 10 haunt the reader.
II is voice which will he heard. Like
that which Augustus heard in the garden,
it seems to exclaim "tOild iege' '0tske and
read. Generally speaking, l may say that
am a reader or advertisements, and in
fact it is in this way / catch many an in
side view of life. besides daily being intro
duced into the general world of active
business.
The increase Of advertising in America
during the past decade is almost beyond
estimate, and yet it is far behind the rate
attained in London, Amy one who takes
upa British periodical will notice how ma
ny pages OF ad yertsements il contains, aud
between two such important and valuable
layers the "reading matter is sandwiched.
The London craftsmen not only advertise
literally in their own papers, but ind it
profitable also 10 use American journals.
London is an immense world by itself,
and ii is kept in state OF mutual COM
munication by the London Times, which
reflects the social, political and business
universe-uhe latter being represented by a
daily array of fresh advertisements, which
form an interesting matter of news. The
farther the race advances in civilization
the more important will this nature be
found.
The art is worth learning. One OF the
first lessons is 10 learn the fact that public