The Hawaiian gazette., 1877-03-21
How to insure Profitable Publicity.


Inc prooiem ihVoiVeo ~ the proposition wnlch
we have placed at The head OF this short article 10
OF such vast Importance TO the public generally.
as well as to manufactures and trnders that IT Will
scarcely be considered waste OF time and labor,
II we devote lie" lines TO the consideration OF
the subject. Many people Imagine that the ad-
yertser only is oenehted by advertisements;
When we consider, however, what powerful
instrument The advertisement mas been IN lncreas-
ing trade and commerce., IN multiplying produc-
ton IN creating us well as supplying the demand
Tor all the necessaries conVeniences. ana Injuries
OF lille, we shall have 20 dhculty IN arriving at
the conclusion that however much the advertiser
may be oenehted by advertisements the puohc
are oenented IN corresponding degree.
Advertisements may ne SAID TO nave created
the very conditions on which their own existence
depends, for there can be no doubt that 1t Is
mainly to them that the newspaper press Is IN
debted for IFS immense growth and development.
The profits arising from the insertion OF adver,
nsements' have called into existence hundreds oil
newspapers, which but Tor them would never
nave existed at all. Inc nrst newspaper puoiishea
IN England-Ihe certain Neaces OF Mfs Present
Week (i622). contained no advertisements. Inc
Impartial biteHigencei' (l649) has an advertise
ment relating to some stolen horses. The Mer-
GURUS PoEiticus (l632l. IN form somewhat re-
sembing our present journals. contains adver-
tisements of books, groceries and tea or tcha. as
1t was then called. From this time we trace
gradual increase, both IN the nnnoer ana variety
OF advertisement, and as natural consequence
corresponding increase in the number OF news
papers In 100 advertising had become pref
ry general and about ITO pictorial advertise
ments began to appear. The Times came out in
1888. attracted no doubt by the continually in
creasing number of advertisements.
The development OF the American newspaper
press was somewhat simllar to our own but al
though the Americans came into the field much
later than we they soon tar outslripped us. In
1860 there were in the United States no less
than 5253 newspapers, and this number Is easily
accounted for when we consider the almost fabu-
lous sums expended in advertising The art OF
advertising had then grown into system. and IN
carrying it out all sorts OF expedients were re-
sorted to- ODD and startling woodcuts were EN-
ployed, and although double price was charged
for them, the COS: was willingly incurred, as they
were found to be much moro effective and remu-
nerative than the ordinary ones 1t exctes no
surprise in American to hear OF commercial
houses spending from 10000 dollars to 100000
dollars annually in advertisements. One patent
medicine dealer in New FORK 10 said TO have
spent 600 dollars annually in Advertising and
large as this SUN appears. the investment was
nevertheless profitable one 10 London Also
is is well-known there Are several celebrated pa
tent medicine vendors who spend fabulous sums
every year in advertising and find it not only pro-
ftabe, but Indispensable to the success OF their
calling Professor Holloway's business having,
by dint OF very extensive aud persistent adyertl-
sing. at length grown TO an extent winch ne
thought would justify him TO curtai ms outlay
Tor advertisements. he carried inns idea INTO effect