, 1877-04-28
Our NOiabilin.

Inc success Ol our SpeclhltN IN auNtr'
tising, known to the public MS the
Notabilia," induces us to reprint an ar.
tcle on advertising from the .StatOHer.
The European press are so amused at
this feature of the Ners Letter, that one
paper, the Licerpool critic, has publicly
adopted it, while countless other papers
copy the idea, and quote our items as
specimens of San Francisco advertising.
The article is rs follows:
The late sensational and emotional
Moody and Sankey success is owed, un-
Qucstonaby to advertising. The news
papers, boardings, and suburban walls
all informed the world, alike, of what
had been done by these two, as well as
that which they were to do. Again,
some officers in India had long a stand
ing joke about certain pill, that had
been advertised so that, go where they
would. its announcements stared them in
the face Whatever paper they took up.
they would certainly be before them lines
concerning this pill, pill, pill!
1t was as If the patentee had exclaim
ed. with Hotspur;
They say they will not buy my pills, pills
Forbid my tongue to speak ofpis, pills,
But will find them when they lie asleep,
And In their pnr III hnlln-nilIs pills
Nay, I'll have startling that shall be taught to
speak
Nothing but pills, pills, and give 'em them
To keep their anger still In motion"
One Of these officers became i'll, and he
took at last some Of these pills and re.
covered. From that moment the adver-
tised pills became famous in the army in
India, and to this day they are in great
demand there. And this is one of the
secrets of advertising to brain print
the public. Give them yeur goods on
the brain, and, be sure of it, they will
become purchasers. 1t may take some
time, but they will come; and as nun
Dcio Ect uuuipcto, anu illcH dUu NOtntn
follow like sheep, helter.skelter, one
after the other, a large business will be
obtained by advertising, and corres-
ponding great fortune be made by il,
particularly If the announcements are
in the fitting established trade journals.
OF course, the very hest mode of adver-
tising is that which drives the public to
the trade. and which, also through the
trade mediums, acquaints the trade with
the goods, their prices and where they
are TO he had. Mr. Gladstone Is, per-
haps, the first financier in the world, and
he says: "Now, this advertising is un-
doubtedly very effective instrument.
The power of this mode of gaining pub
licity is enormous. 1t seems, il we con,
suit those who have been accustomed tn
work successfully this very extraordinary
instrument, that it depends wholly upon
producing an impression on the public
mind by iteration; by repetition of the
same thing. To see the growth of this
very singular vehicle, we must observe,
what has struck the eye Of every one in
these late years, as an entire novelty, that
now it is common thing to repeat, not
only at intervals and from day to day,
but to repeat absolutely many times over
in succession, the very same thing in the
same newspaper, with the prominent
word printed in large letters. This be-
tokens very singular state of the pub
lie mind. 1t shows that there is. rela-
lively, certain amount of these matters,
and great keenuess of attention which
no one expects to get unless by, as it
were, great many strokes of the ham
mer, which compel people to notice what
is going On"
Here is change, truly. A score or so
OF years ago, and advertising was sup
posed to be the shady companion of
backing and quack medicines. Now it
is sure paying and respectable institu.
tion, not unworthy even of the notice of
the ex-Premier and the first master of
finance in the world. Mems Letter.
-e-~-s-
There are 22S patients in the Insane
ASYLUM at East Portland Oraunn