The Hawaiian gazette., 1875-05-26
Ahont Adrortisinr.

must ulCatHt Ut Nue. ASo, anu NuSluNco
men find that they must advertise or die.
1t is curious fact that journals which are
supported by advertising expend large
sums for the use Of the columns Of other
papers. For instance, Harper & Brothers
charge high prices for advertisements in
their Monthly and Weeklies, and, at the
same time, they pay enormous sums for
the insertion of their own advertisements
in other papers. All our journals adver-
tise literally, and some, which are really
hostile, will use each others columns to
reach the public. This proves that our
editors and publishers have learned by
experience the Importance ola duty which
they so often urge upon the public
Bonner is the most successful of all the
printing craft, and at the age of fifty-two
has accumulated a million. This, for
iourneyman type-setter, who landed pen
niless on our shores, Is doing very well.
As printer, Bonner was noted for his
taste in displaying advertisements, and
when he took the Ledger he soon showed
his skill in advertising for himself One
feature in this method was its utter ridi-
culousness. Had he inserted n square an
nouncing that "Solomon Swipes writes
for the New York LEDGER" it would have
seemed reasonable, but when an entire
column is filed with this idle repetition it
is wauton waste of space. Why not
tell us something else? And not only q
column, but an entire side of the paper is
filed with this very repetition until people
are disguised with the very name of Solo
mon Swipes and buy the paper so as to
see what the fool means. Bonner's early
profits were invested in advertising with
a prodigality 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 preceded and
accompanied by an outlay of $4,000 in
advertising. The result is, that the jour
neyman printer is now a millionaire. He
has the strongest faith in newspaper adj
vertising.
No drygoods merchant in the Union is
so universally known as a. I. Stewart.
His two great establishments (retail and
wholesalel 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 a sign; but though
he does not need the blazonry of his
name, he feels the need of constant adver-
Using. Stewart pays large sums for this
purpose, and is very particular in respect
to the appearance of his advertisements.
He is also Tor at least the firm isl very
careful to notice everything that is said
in print concerning the establishment.
They are still engaged in a conflict. HAY
ing by close competition built up the
greatest trade in America, they now bat
tie to keep it. In their hands the press is
a 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
question which is often and anxiously sug-
gested by those who feel disposed to call
in the assistance of the press and yet
hesitate. care advertisements read ?n
& Not by everybody" it may be replied.
Neither is an entire newspaper read by
everybody. A well conducted journal is
made up of various departments, each of
which has its patrons. They read what
they desire, and may slight the remainder,
however valuable. Between the varied
elements of perusal, however, it may be
safely concluded that the entire paper gets
4 reading. This is precisely the case with
advertisements. A paragraph will catch
The eye of an interested reader If that
be repeated it will create q
wider interest. In reply to the question
Are advertisements read 2" it may be
said they seldom fail to reach in a speedy
manner the class to which they are di-
-ected. If repeated, they will, as l have
aid, reach general notice. A paragraph
which appears three times in a paper
begins to demand attention, and like
ghost seems to haunt the reader.
t is voice which will be heard, like
hat which Augustus heard in the garden.
t seems to exclaim "tolla lege take
md read. Generally speaking, 1 may say
hat am a reader of advertisements, and
n fact it is in this way catch many an
inside view of life, besides being daily in
reduced into the general world of active
business.
The increase of advertising in America
Turing the past decade is almost beyond
stimate, and yet it is far behind the rate
ttained in London. Any one who takes
Ip British periodical viii notice how
many pages of advertisements it contains,
nd between two such important and valu-