Middletown transcript., 1878-04-27
ADVERTISERS AND ADVERTISING.

lana COUNT
ADVERTISERS AND ADVERTISING.
There are various modes Of advertl-
sing; some Of them new and novel,
others old and time worn. Some q
safe. sure and sound investment; 9th
ers a useless waste Of time and money.
Every well-informed business man IN
the country will acknowledge the i'm
portance Of advertising; indeed, we
know Of no merchant who ever grew
rich without the liberal use Of. printers
ink in some shape Of other. a man
engaging in any business which de-
pends upon the public patronage must
acquaint the public with the fact, Or
the public will never find him except
by accident.
John Smith opens new store in
Frogtown and stocks it with the best
and cheapest goods. Having done this
he is ready to dispose Of his wares to
the public, and be should let the pub
lie know it by means Of an advertise
ment. Should John Smith fail to do
this the probabilities are that the peo-
pie would walk past his door and con
tinue to buy their wares where they
had bought before, except, perhaps, an
occasional customer tempted to enter
from mere curiosity to see what Smith
was trying to do. Smith might 60 out
into the country with paint pot and
brush and placard the fences for miles
with instructions to "buy yonr goods
from Smith" and Ego to Smiths new
store;;" but nine people out Of every ten
tAEsatt ttAEsatt passed that way would probably
ride by without reading single one Of
those beautiful and artistic inscriptions.
This mode Of advertising, so popular q
few years ago, is now rapidly falling
into disfavor. There came to be upon
all our fences, rocks and bridges, such
a conglomeration Of stuff, such as
"Squibble's Pills cure fits" "Take
Quack's Syrup for bad dreams" use
Pickles Powders for freckles," etc,
etc., With "No. 2 Mackerel at Bates z
and "the best fitting corsets at Pull
ems" that the people grew disgusted
at the first appearance Of a lettered
fence and turned their heads in an op-
posite direction.
The most certain, therefore, the best
medium BY which the merchant Of
manufacturer can reach the purchaser
and consumer is the newspaper. It
enters every household Of intelligent
people in the land, and is read BY the
old, the middle-aged and the young.
Every visit it introduces the seller to
the buyer, and keeps up the acquain-
tance until a customer is secured fol
the seller, and pleasant business rela-
tions may spring UP and continue fol
years.
Some advertisers have formed an
idea that country weekly papers arg
comparatively worthless as advertising
mediums, and that the city daily pa
pers are the only reliable source thro
which they can reach the public. Thi;
is fallacious idea, as every one knows
who is familiar with the customs D
country people. We admit that til,
city daily may reach thousands wher,
the country weekly only reaches hun
dreds, but large portion Of those vii,
read city dailies seldom read the ad
vertisements unless they are looking
for something special. The man VII
reads the city daily takes it up wit
his breakfast Of rolls and coffee, an
glances over the Eastern war new;
the press dispatches, the editorial con
ments, a little Of the Beecher-Tilto
affair, lays it aside, and the thing
done. The news is taken like til
breakfast-"r no" and to be d
gested on the way down town to tn
Office or store. Not 50 with the cour
try weekly. The farmer Or mechani
receives it on Saturday. The impol
tant locals and the marriages an
deaths are glanced over at once. Afte
supper the paper j. taken up agai
and another column or two digeste,
and Sunday afternoon the head Of th
family, with chair tipped back and fe,
elevated upon some convenient objec
generally commences at the begin
ming and winds up at the last adve
tisement. Then the good wife per-
ses it again, next the children, aft
which it is loaned to a neighbor who
not subscriber, and by the time he
through with it, probably ten persol
have read the advertisements in j
columns.