The Worthington advance. [volume] (Worthington, Minn.) 1874-1908, 1875-10-22

them of their coin, when they turned
upon, disarmed, and oyerpowercd him.
Then they tied his hands and heels to.
gether, and stringing him on pole, after
the manner they have Of packing pork
Iers, brought him to town. 1t was a
queer-looking procession, but when they
explained the case and dilivered their
prisoner the whole affair appeared irresti.
bly, ludicrous. But the Johns were in
high feather, and having delivered the
|culprit into official hands they went
home with the satisfaction Of knowing
that they had vindicatcd the law as well
as saYed their yaluables.
How and Where TO Advertise.
The newspapers, and especially the
great daily newspapers, are the best ad-
vertising mediums for the following rea.
sons: 1u the first place they contain the
latest financial and commercial news,
and full reports Of all events Of import
ance in every department Of active in.
dustry.
Secondly-They contain the latest
telegraphic news and correspondence
from the centres Of, public intelligence,
and have the best criticisms and discus.
sions of questions Of public interest.
Thirdly-The readers of the great
daily newspapers include nearly all the
persons of means in the country, and
especially the leaders of thought and
public opinion, and persons or enter.
prise in every walk Of life.
ForrfbJv-Tf %ho t>oc% o,,.oJ l,~
a discriminating public that constitutes
that which is called reputation in bust
ness.
Filthy - Advertising in the best
papers has permanent influence which
remains always at work, because it is
mainly addressed to intelligent readers,
who are Of business habits, and appreci-
ate business statement. The value Of
an advertisement is not so much for its
size or the frequency with which it is
printed, but in the completeness with
which it supplies the desired information
to the reader.
An invitation to purchase in the col
umns Of newspaper should aim to at
tract the attention of the readers IN like
manner, and an effort should be made to
have it fresh, conspicuous, and so written
as to invite the attention Of intelligent
readers.
10 address newspaper audience about
your own business and in your interest
so as to invite their attention requires
skill and experience, and to he able to do
so from day to day is labor requiring
much ingenuity and constant study.
The cost of newspaper advertising is
determined by the space occupied, and is
fixed by publishers according to their
own standard. Thus card of four
inches, whether we'll or ill done, costs the
same, while in actual result there can be
no comparison in real value.
One of the first considerations in a
newspaper advertisement is that it
should be fresh, and partake as much as
possible of the current business interest
of the day.
1t should be conspicuous, and care
should be taken to see that under the
circumstances this quality should be
maintained. If a newspaper is crowded
it is an all important consideration to
have what you wish to say conspicuous
at any cost, or else abandon newspaper
advertising altogether.
Care should be taken to see that every
advertisement expresses a business idea
clearly and definitely, so as to be easily
remembered. The cost of advertising
being fixed by newspapers, it follows that
the best work must always be the cheap
est. It is true that some persons making
j claim to the name Of advertising agents
will carry card from the advertiser to
the newspaper just as any errand boy
would do ii; but such parties have no
other value. Newspaper advertising may
be compared to vigilant and watchful
salesman, who goes after business early
and late, who accpsts the lawyer in his
Office, the student in his study, the retir-
ed man Of wealth at the family fireside
who can be in thousand places at once
and address million people each day, al
ways in the advertisers interest, and say
ing only the right thing in the right plac,
and at the right time-the effectiveness
of whose labors must always depend
largely on the skill and care employed to
see that in addressing vast audience
taste, experience, and business ideas shall
have preference.