The Portland daily press., 1879-04-16
[Lewiston Journal.l
Common Sense In Advertising.

We notice in the leading newspapers of late
a good deal of sensible talk on the subject of
advertising. Much of it is contributed by lead
ing advertisers themselves, who have kept
such careful and intelligent record of the
costs and results of the various kinds of adyer-
tislng that their testimony amounts to practi-
cal demonstration. They have tried all meth
ods, from the street placard to the big white
Palnteq letters on fences and the periodical
hand bills stuffed with advertisements and
showed under the doors or into the pockets of
people who never open them. The testimony
OF all these experienced men enforces the con-
clnslon that for genuine, effective advertising
medlam, which Is sure to bring prompt and
liberal return Tor the money invested, there ia
nothing comparable for q moment with tbe
columns OF live, interesting newspaper, to
which the intelligent and well-to do people of a
community looks for news and opinions upon
current events. We venture to say that every
business man in Lewiston who has made q
trial of the various methods of advertising uu-
der discussion has reached the same conclusion.
The day of illustrated placsrds, almanacs and
advertisers directories, is past in this coun-
try. The business has been overdone, fortunes
been wasted in it, and the barrenness of re-
suits from all such outlays has prejadiced
some classes of business men against the whole
subject of advertising. This prejudice is, how
ever, ut limited and temporary, and the tide
of intelligent opinion is settling back to first
principles-tbat is in favor of fresh, well-writ-
ten and attractive advertisements, frequently
changed in form and inserted 10 the leading
newspapers of the community that the adYer-
tiser desires to reach. Money judiciously ex-
pended in this way is never lost and it often
brings return OF ten, twenty or ffty-fold
The influence and range of the daily newspaper
are broadening and deepening every day. The
journalism of the United States has ripened,
improved in tone and character more during
the past ten years than it had doHe 10 the pre-.
vious fifty. We are busy people, and have
but little time or taste for long stories The
increased range and variety of the newspaper
are trenching upon the dominion of the book
publisher, the pulpit and the lecturer. More
and more, year by year, the daily journal is
furnishing almost the sole reading matter of a
large proportion of the people. For exactly
this reason its value as IN advertising medium
is increasing day by day. We say this from no
merely selfish motive, but because it is true,
and TO the interest of business men who are
pre- pairing to spread their sales to the spring
breezes OF returning prosperity that they bsar
it In mind. Money spent 10 advertising may
be wasted or return golden fruitage, according
to the degree of Intelligence with which it is
dispensed. Put it into a good, live, popular
newspaper, which will carry your advertise
ment to the counting-rooms, to the tea-tables,
and the fireside of the people who have wants
to be met and money with which to meet
them. This is the whole priceless secret of
successful advertising.