The New York herald. [volume] (New York [N.Y.]) 1840-1920, 1876-04-10

Tho Qu1ntupic Herald Advertisemenes'
Occasionally we meet with man who is SO
comfortably of in the world and SO happy IN
his self-conceit that he will loll back in his
easy chair and say, Newspapers? Yes, !
read them for news, and news only
events, sir, events. Advertisements may
suit people that have wants. have
none" Our friend thinks he does not
want anything; but, sad to say. no
sooner is your back turned than he
may be detected running his eye down the
those of the fine arts. tooth pains him;
and though he inherited fortune and law
yer he was not bequeathed dentist and SO
with comic contortions he hunts the pages
till he finds one who draws teeth or stops
them ''with all the modern Improvements.
In fact, our friend, without knowing it, is
self-deluding humbug. Of course, like
everybody else, he reads the advertisements.
He is one in o thousand, he thinks, but in
reality he is only one among the million
of readers of the HERALD who want
all the news, all the editorial and
all the advertisements that can be crammed
into every issue: Bless him, he read the
HERALD Of yesterday through and wondered
at its one hundred and twenty columns OF
clean cut type, although he did not count
them. He said, "What acres of advertise
ments r though he did not convince himself
that there were seyenty-one stout columns OF
them. He said, "What crowds of people
<aI IL 90 ooo1, al II, - Cd
.tisements r though he did not know that
these people were divided into seventy-four
battalions, each saying to the other, II have
what you want" or II want what you have"
A very different person is "Real Estate
Agent"-practical, mathematical man--who
elsewhere, regarding the advertisements of
the HERALD and other city papers of yester-
day. Three thousand three hundred and
seventy-fve advertisements in one issue,
teeming besides with live news of every
kind, and lively or grave comments, as the
news was gay or otherwise, until the whole
filled quintuple edition of twenty pages,
or one hundred and twenty columns! We
see that the Times, Ne,cs, Sum- World and
Dispatch of yesterday combined to furnish
1878 advertisements, showing creditable
enough when we consider the circumstances,
but which still leaves the HERALD 2, OO2 adver-
tisements to spare, although our contempt
raries with q wanton waste of space spread
their 1873 advertisements over seventy-one
columns, or as many as were in the HERALD.
Then, the light brigade of the Sunday
Mercury, Telegram, Star, Courier and Era come
in with thirty-seven columns of advertise
ments, in which, however, only 634 adver-
tisers address each other, still leaving the
HERALD ], 1868 advertisements more than con-
tanned in all the ten papers we have emu
merated put together. Real Estate Agent"
omitted one fact, which we recall to him
namely, that these 1876 advertisements,
equal to anything the London Times has ex-
hibited in one day, were fresh advertise
ments and the collection of single day.
None Of them were held over to fill an extra
paper, as is the case in the London Times.
We treat our advertisers wishes as our own.
What they desire to print on certain day
we print for them. 1t requires o constant
and strong effort, in keeping faith thus
with our advertisers, to manage our
business SO that, no matter what the pressure
of advertising we retain space sufficient for
the news, and all the news. The business
principle of the HERALD is and has been to
get the news at any cost, to print it as soon
as the perfection of machinery can send it
broadcast from tho laundering presses and
to treat the favors of the advertising public
in the same prompt way. And it has pros
pered. The 1875 advertisers Of yesterdays
HERALD, its circulation of 10000 quintuple
copies, its million of readers, all testify to
the general appreciation of the strict bust
ness principle in newspapers; and that this
prosperity has grown steadily from year to
year during forty-one years is the best proof
that the HERALD will continue to grow in
size, in intrinsic value as well as in general
estimation.