New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1878-02-26
least, adopt some measures to prevent the
continuance of utterly irresponsible railroad
MANAGEMENT
METHODS OF DISPLAY.

To the lovers Of fine chinaware Iecen
prospectus of European stock company vii
bring feelings of disgust. The company pro
fesses to be organized on large scale, witt
abundant means to put its patented inventions
into practice. The inventions, horrible to re-
| late, consist of methods for impressing adyer'
tisements upon table service, and especially
for thus decorating" according to the pros
pectus) Chinaware. When the company Ii
fairly in operation, the unfortunate diner at q
restaurant may find the description OF new
hair oil at the bottom of his soup, and an
account of the ills to be cured by some
patent medicine under his roast beef. The
table napkins will, of course, become as didac-
tic as the moral Observation-Disclosures in
which Mrs. Jellyby took delight. But we may
safely predict that there will be remarkable
uniformity in this sOup-plate literature. Ii
will never apprise the public OF the virtues OF
place of sale of any staple article, or OF the
business of any first-class trader. Inc adVer-
tisements will be such as those which are
painted on the rocks along our railway lines,
and too often disfgure our choicest scenery
attracting attention to something for sale that
is not worthy of place in the ordinary cllan-
nels of trade something of no repute oc-
casionally, something disgusting.
The responsibility of tradesman may. in
deed be gagged by his method of putting
himself and his goods before the public; and
men Judge of the goods, as well as OF the
seller, by the character Of such announce
ments. Many an intending purchaser has been
deferred by an ill-conceived advertisement, or
1 III oh bnra IL ia ont of
place. A really good display may be damaged
by insertion in a paper OF low class, oelng
hurt by its surroundings if sandwiched be-
tween things that are offensive to good taste J;
and the mere reputation of constant advertising
in inferior journals is itself injurious.
The most frequent mistake in advertising
is, however, that of putting the announcement
where it will bring back no adequate return
for the outlay. This is most likely to be the
case with Insertions in what are called trade
Journals which are usually published solely
TO secure advertising patronage, for which
they can give only slender returns. Such jour
nails have generally limited circulation-not
only limited as to number of subscribers, but
rs to their class. IL is the buyers, not the
sellers, whom the advertiser wishes to reach,
but the trade journal is likely to be read only
by his rivals in trade. Did anybody ever see
such publications read at a family breakfast
tablet They are indeed of service in trade, and
their subscribers often file them carefully and
consult them thOughtfuly- purpOse-that
they may see what their rivals are doing.
Another kind of wasteful announcement. is by
means of circulars The cOntemptuous recep-
ton which his circular gets almost wherever
1t goes, would, if he knew it, sadden the man
who has been at the expense of having the
sheets printed and mailed. The receiver rarely
takes the trouble to glance at them as he
throws them away. With most business firms
IA circular goes no further than the waste
basket of the clerk who opens the general let
tiers. As a rule, the lists by which the adj
dresses of circulars are prepared contain more
names of people who have gone out OF busi-
ness than of those who remain; and If the
address has been changed, some years usually
clapse before the list has a corresponding al
tcration. But yet more ignOmlniOus reccp-
ton attends the circulars that are sent to pri-
vate residences. Half of these missives never
get beyond the doorway, and are not read at
all of the remainder. at least half are merely
glanced at and thrown away without thought.
The few that reach those for whom they are
intended. and are actually read, are as likely
as not to produce an unfavOrable effect upon
the readers, who may at once conclude that
the thing advertised is catchDenny affair."
If it were up to the standard, they often think,
it would not be obtruded III an irregular way,
but would be presented according to the GUS
tom of legitimate trade, through newspaper
advertising columns. In fact, the better part
of the public is apt TO be impressed by all
irregular methods of announcing goods, wares
or services for sale, very much as by the soup
plate advertisement.
w. w. Sharpe & Co.. in another column,
cite two notable eXperiences-that OF
twenty -live-year advertiser and that of we'll
known house which has been steadily adver-
Using in the best newspapers for forty-seven
years. All men like these, who have studied
the subject as science, come to the same
concluson-that judlciousy composed adver-
tiscments in journals of good character
and wide circulation are of immense value;
while the rest are for the most part, worth
less
-