Northern tribune. [volume] (Cheboygan, Mich.) 1875-1885, 1876-12-16
SIR. D." Discourseth on Advertising.
Correspondence of the NoRTHERN TRIBUNE.
CHICAGO. Dec. 4th 1876,

SIR. D.'' Discourseth ON Advertising.
Correspondence of the NvRTHRRN TRIBUNE.
CHICAGO, Dec. 4th 1876.
We had been talking upon the subject
of advertising. My arguments had been
just the argument that country mer-
chants generally use; such as money
thrown away-could see no returns for
the investment, etc. He turned to me
and said, with wonderful earnestness
in his manner. II tell you it pays to ad-
vertise. The man who advertises, is a
the paper that tells to its subscribers
wherever they are, that there is such a
place as the one where it is prin.el.
This is of incalculable advantage to a
new country, especially if the paper is
alive to the interests of its locality, as it
naturally brings settlers, thus increasing
the value of property, fo- all must have
place to live, something to do and
something to eat. 1t pays me to adver-
Use, lOr IL lclio IlC WOilu Hhat now W
sell and where 1 may be found, should
all the world or any part of it wish to
buy, and it pays the printer, for it is
from his advertisements that he is sup
ported in giving the subscriber the wor h
of his money in general information"
The head OF our house believes in adj
vertising. He puts his belief in practice
by doing just what he believes. think
that you will believe it. when tell you
that he has standing lad" in over
eighteen hundred different newspapers in
the United States. In every state in the
Union-from Oregon 10 Florida, from
Maine to California. You can hardly
take up paper, but you viii, find that
.ad" somewhere i'm its columns.
After the papers arc selerted, in which
the .ad'' is 10 run. the labor of getting it
i'm is all done. or nearly all. by the adver-
tising agencies, which are employed for
that purpose. We see ,fearly all the pa
pers which have it. in. each week as it is
running. We keep list of these papers
and as they come to us we check Oppo-
site their names the date and number OF
,ch. All of this is a great labor, but it
is necessary. as occasionally from some
cause or other, The 'ad'' is left out. This
requires letter to he written, sometimes
two or three, which results in the sad"
being replaced.
Twill tell you something of the result
of all this advertising. We receive five
mails each day, except holidays and Sum
day. They are brought by the letter
carriers employed by the government
for that purpose. The first mail, at eight
o'clock, brings us from one hundred to
one hundred and fifty letters. The sec
ond mail, at ten A. NJ. brings about as
many more. The third. at noon, brings
about half as many. The fourth, at two
P. NJ, brings about half as many more,
and the last one, at four p. NJ. only few.
These letters are divided into three class
es, and you would be surprised to see
how readily and rapidly the man who re-
ceives the mail and opens it. divides or
separates those which are orders for
goods, from those asking for information
or those asking for circulars. All have
to be answered the same day. either with
goods that have been ordered. which re-
quires, of course, an invoice to be sent
with them, or by giving the information
desired or sending the circulars asked for.
1t pays to advertise. Every country
newspaper should be we'll filled with To-
ral advertisements. The head of our house,
taking up a newspaper, says to me one
lay, II can tell whether there are aay
good bniness men in town or not, by Il
glance at the advertisements. ''Now,"
said he, there is Il live paper. published
IN live town. Just look at the local ad
See how nicely they are
stingy in space. The
merchants of that town know what is
good for their town. They generously
support the printer, and he is a good fell
ow, too, for see what pains he takes to
please. When his paper goes out, it cal
les the impression abroad that, that is
he place to 60, if you want to Start a
lew business" and as he talked, he invol- J
lntarily took up another paper. "There,"
aid he, sis another kind of paper, pub
jshed in dead town, l should say. Not
many 'ads," and poorly displayed in a
poorly printed paper-no money there ,
or that printer-no encouragement to
make good paper. Now" said he, ,
just look, the paper is filled with patent (
'ads,' which pay next to moth
ne, and ads which show by their marks
re long run out, and 'ads' which origin
ly filled quarter of column, stretch. :
a to column, anything to fill up. The
printer does not seem 10 care, if he can
My get out his paper without much
IL tell you.' said he, 81 do not much !
'elieve in town where the merchants !
10 not generously support the PRIMER.
Ill places, large and small, show that TX
hose merchants succeed best, who adver-
ise literally and juGiciously." r. D:
A Christmas Ship.
There will be a Christmas ship i'm the S