Daily Republican., 1879-11-26
laaielaus AdxertlsiMg.

in where and how to advertise. In 'aess
aays when medicinal quacks overrur
the country, the advertising quack II
close upon bis beels. The latter mai
,hs inevitable almanac, the diary, u Q
day book, the minute pamphlet OF sou
society, a card to be posted up in raj.
way stations and post Offices, or p r
haps an amateur paper, eight by ten In.
shes in extent, circulated free, with a
vordy guarantee that four five or six
thousand shall te printt d, and copy
sent Into every family, when, if the
truth is known, not five hundred are
printed and many Of them are not cir
sulated, and II circulated they are per-
haps never read. Merchants who ad-
vertise in these dozens Of little circulars,
called amateur papers, only throw their
money away, and need nc! be surprise d
TO see the people rush to the stores ana
shops of those who advertise under
standingly AMI intelligently In leRi J.
mate and paying mediums. What is
ths best advertising medium We un-
hesitatingly say the newspapers, we
mean live, active, healthy newspapers,
with a circulation reaching away mp
amongst the thousands. Suppose for
instance an advertisement Is inserted
in the REPUBLICAN, a paper having an
average circulation of five Thousand,
and every paper is read by four
persons, there would he twenty
thousand daily readers; in week the
advertisement could be read one hun
dred and thirty thousand times, and
in a month it would be read or exposed
TO readers abou. three hundred and
sixty thousand times. 1t costs little
more perhaps to advertise daily in a
live daily paper, but it's worth ten
times the price Of an insertion in some
little obscure amateur journal, printed
in the back room Of the third story of a
private house by some juvenile member
of the family for pass-tims, and with
an uncertain and very small circulation.
Our merchants complain that they ar
bsset and bored almost every day with
amateurs in the printing business, who
have taxed their ingenuity to induce
them to advertise in some fanciful mar =
psr in some more f4nciful and inaeiLa-
tive card, paper or circular, promising
golden returns a. the holidays approach.
Judicious and careful advertisers will
know where to put their advertisements
and their money where it may do the IN
the most good, and they cannot help
bnt know that the bright, newsy paper
that all the family run to get hold Of
the moment it is hung upon the door
knob, or thrown into the window or
door-ths paper that they know
the most of their neighbOrs try to
get. and which is read from the head
of the family down to the child just
commencing to read, and which they
know is borrowed and read also by
those either too poor or stingy to take
a paper of their own. They know that
in the search for news in the paper the
fresh advertisements of our enterpris-
ing merchants are not passed by, but
are read with avidity by those who are
constantly in need of some article speci-
fed in the card. The mass of the peo-
pie who take the daily papers take
them not only because they furnish
them with the latest news, but because
they tell them where to get the best
and cheapest goods. Another consid-
Grafton which should induce our mer-
chants to advertise in their home daily
papers is the fact, that those who carry
them on have their capital invested in
them and they contribute much 10 the
pros perity OF the city. They give en-
ployment to large number Of hands,
pay taxes to the city in large amounts,
consume coal, paper, ink and other
materials which keep thousands Of
hands employed in their production
and manufacture. Doing this the
owners and proprietors Of such Lews-
papers ara entitled to ths support of
the entsrprising business firms Ct his
city.
We do not suppose that anything We
have said will cause any change in our
we'll established enterprising business
men and merchants, for they are nearly
all liberal advertisers in the daily
papers that have respectable circuIs-
tiop. They have been in business long
enough to know the benz fits OF live ad-
vertising, and they invariably ch pose
the live dailies for their tavors, know
ing that they are the most benefit to
them, But there are amateurs in mer.
ohandizing as well as in printing, Who
seem to have no settled po i,y or ideas
in regard to publishing their business,
and many OF them ars induced to spend
their money in fancy advertising which
looks very pretty whe tisticaily put