Daily press and Dakotaian. [volume] (Yankton, Dakota Territory [S.D.]) 1875-1880, 1879-10-30

TINE ART o. ADvfNI1Stlt0.
MsshsAs OF s.esss % saggsstsd ~ Lsaa
n1a ExPsllsass. l5leesig
New York Tribune,

New York Tribune.
The tendency to disigure dsad.walls and
prominent scenery with reckless advertise
@san lsaaeItesos ,deeteaaen&, Thas method
hes had Ito day of fashion. While 1t lasted
in force. 1t surprised . few people and dis
gustcd many. The extent to which It wsl
system had been meritorl0us, for It 10 Q faci
that an uninhsbited and almost insocessi.
bic island Of the Aleutian group has the
advertisement Of Q once popular beverage
lsttered on . rock that faces North Pacific
ocean,. For . while there was q sort OF
competition In this matter Of putting signs
10 out-of-the.way places, and the public
was supposed 10 lake come interest In such
displays Of enterprise. Goods that could
not be cold through the regular channels
OF trade. n0strums,and worthless Rimcracks
furnlshed the staple for this kind Of adver-
ttsing ; but even the venders OF such wares
found It Improbable at last. and now the
practice may he said to 10 confined to
greenh0rns IN business.
But equally absurd methods of sdvertis.
ing still flourish, in which the principle
to be to put the display in the most
out-of-therv way place, when the public will
be least likely 70 find it. So far ~ buyers
are concerned, the so-called trade journals
arc about as likely to catch the eye Of the
general reader ~ is the desolate rock on
the Aleutian coast. The circulation Of
those journals 10 chiefly among rivals in the
trade Of selling ;;,.perhaps the beat evidences
as to the interest of the public in such lit
erature is that it is never bought except
from it's Office Of publication. The trade
journal is never seen on the neVa atsnd.
In the old times when daily Newspaper
rarely circulated over q few thousand COP.
lei, they were, perhaps, little better Is q
Of a n equal number Of circuirs. But those
dy.s have long since departed. House
holders and shopkeepers and the public in
general have come to regard the circular
whether thrown in at the window or dis
tributed through the malta, as mere nui
sance. On the other hand, the daily pa
pers have 10 = hundred readers wher
they once had one. The man who does no
read the morning newspaper is fast be.
coming ararity, and may be extinct In tn
next generation, in this part Of the coun
try.
The experience Of successful merchant
10 very uniform on the subject of advertis
ing. Some Of their conclusions have bee,
recently cited BY w. W. Sharp & Co.. il
setting forth their v business in our I'D
vertis,ng columns, and are exceedingly st,e
gestive. Prominent firms, in several dii
ferent kinds OF business, testify 10 til
result Of various modes of Advertising dur.
ing . quarter or half . century. on OK
point they ,aUaagsee; that the best pews.
papers arc the bestV9pld. One concord de
|ciares thatgduring fSsty-seven years, nine
tsnths ofSis advertising has been done on
this plan : Slfs01St you have to say-b.
strictly true. ny 1t in . good newspaper
The only regret the 6rm hes about it's ex.
nerience for this purpose, 10 % regards
the one'tenth thst was employed Il
the other nsth6ds Of dispaAy
Tho president sck an ipsursnc,
company very recently made . remari
equally to the purpose :"Five lines, "he saI
lin . morning newspaper do ne more eSod
than . whole page during . year 10 oil NJ
insorspce jouInals In the United States
These. then. are the lessons of experience
the experience of success. To put It mstA
emstically. there are At least nine chapcs,
out5of ten in favor Of Advestisinag ones hus
inesslin,a reputable newspaper. For 81
the. better class of goods; too, it is the bal
ter class 81 people that advertisers desir,
to roach. The Journals they should seek
therefore, are those which are known sunt
everywhere recognized as having the larR
eat circulation among the best people.