The daily intelligencer. [volume] (Seattle, Wash. Territory [i.e. Wash.]) 1876-1881, 1879-09-19

10 the lovers OF ilne Cblnaware, o re-
cen. prospectus Of European stock
company will bring feelings of disgust.
The company processes TO be organized
on . large scale. with abundant means
TO put It's patented inventions into
practice. The inventions. horrible to
relate. consist OF methods for impress
ing advertisements upon table service.
and especially for thus decorating
(according to the prospectus) chinsware.
When the company is fairly in opera
ton, the unfortunate diner at = restau-
rant may find the description Of new
hair oil at the bottom OF his soup. and
an account OF ills to be cured by some
patent medicine under his roast beef.
The table napkins will. Of course. be-
come as didstic as the moral pocket
handkerchiefs in which Mrs. Jelby took
delight. But We may safely predict
that there will be remarkable unifOr
nifty in this soup plate literature 1t
will never apprise tue public Of the vir-
tue or place Of sale OF any staple article
or OF the business OF any first class
trader Tho advertisements will be
such a. those which are painted On the
rocks along our railway lines, aud too
often disfgure our choicest scenery
attracting attention 10 something for
sale that is not worthy of Q place in the
ordinary channels Of trade; something
Of no reputc; occasionally. something
disgusting.
The respectablity of tradesman
may. indeed. be gauged by bis method
of putting himself aud his goods before
the puclic; aud men Judge Of the goods
as we'll as Of the seller. by the character
Of such announcements Many M IN
tending purchaser has bsen deferred ny
an i'll. conceived advertisement, or by
it's obtrusive exhibition where i. is out
OF place. A really good display may
be damaged by Insertion in paper of
low class, being hurt by its surround
ings If sandwichcd between things that
are offensive to good taste; and the
mere reputation OF constant advertising
in inferior journals is in itsel t injurious
The most fiequeut mistake i'll adyer-
tising is. however, in putting the All.
nonncement where it will bring back
no adequate return fur the outlay. This
is most likely to be the case with in.
scrtions in what are called trade
journals" which are usually published
solely To secure advertising patronage.
for which they can give only slender
returns. Such Journals have generally
u limited circulation not only limited
as TO the number of subscribers, but as
to their class. 1t is the buyers, not the
sellers, whom the advertiser wishes to
reach. but the trade journal is llkcl Y to
be read by only his rivals in trade.
Did anybody ever see such publications
read at a family breakfast table? They
are indeed Of service in trade. and their
subscribers often file them carefully aud
consult them thoughtfully-for a pur-
pose-that they may see what their
rivals are doing.
Another kind Of vast eful announce
ment. il by means of circulars, The
contemptuous reception which his cir
culnr gets almost wherever it goes,
would, il he knew it. sadden the man
who has been to the expense of having
them printed and mai'ed. Thereceiver
k0ACly b0Acb kuo tbOupto ~ III
them rs he throws them away. With
most business firms . circular goes no
further than the wastebasket Of the
clerk who opens the general letters.
As rule, the lists BY which the a2.
dresses of circulars are prepared contain
more names OF people who have gone
out of business than OF those who re-
sv,m sA IS nA ~AIenos hAn ham
changed. some years usually elapse be-
fore the list has corresponding alters
alton. But o yet more ignominious re-
ception attends the circulars that are
sent to private residences. Half OF
these missives never get beyord, :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 &C,
tually read. are as likely as no. to pro
duce an unfavorable effect upon ;the
readers. who may Mt once conclude that
the thing advertised is a catchpenny
affair. Ii it were up to the standard.
they often think, it would not be Oh.
tuhOu 'h -" hASSui"A W"s ous "Ouiu
be presented according to the custom
of legitimate trade, through newspaper
advertising columns. In fact. the bet
ter part of the public is apt to be i'm
pressed by oil irregular methods OF
announcing goods. wares. or services
for sale. very much Is by the the soup
plate advertisement.
w. w. Sharpe & Co. cite two nots-
BILE experiences-that Of q twenty-five
year advertiser. and that of . we'll
known house which has been steadily
advertising in the best newspapers for
forty seven years. All men like these,
who have studied the subject as
science. come to the same conclusion
that judiciously composed advertise.
ments in journals Of good character and
wide circulation are Of immense value :;
while the rest are. for the most part,
worthless N. Y. Tribune.