Connecticut western news., 1882-10-18
WHAT IS ADVERTISING9
FEW HINTS GIVEN US BY VETERAN
 NEWSPAPER PUBLISHER.
l. In general. to give information


 2. Specifically, to make known through the press. This is the com monly accepted meaning, and refers specially to giving information in re- gard to business of any kind. The chief use of advertising is to facilitate the exchange of merchandise.
 Three things are essential to mer- cantile success.
 l. The merchant must have some thing to sell that the people want something for which they are willing to exchange money or its equivalent.
 2. He must be willing to sell it at Q reasonable price.
 3. He must make these facts known wherever he wishes customers. To do this wisely he will choose such mediums for advertising as will give this information in the best manner to the greatest number of customers for the least money.
 There is nothing equal to well-con- l ducted newspaper to advertise any legitimate business. It is impersonal, provokes no enmities, tells its story plainly and effectively, is tireless and sleepless advocate, speaking for the ad- vertiser at the most opportune moment in thousands of workshops, business places and homes, and is John the Baptist preparing the way for the travel ing agent, making his work easy and his success sure, if it does not make his mission unnecessary.
 A business statement in its columns is commended to the favorable regard of it's readers with the persuasive force of an introduction by warm personal friend. And, oft repeated, it wins it's way by the might of established irre- pealable law.
 He will not expect something for nothing or from nothing. Therefore, he will not advertise his wares in ephem- eral or occasional publications, printed to be given away in fabulous and apochryphal numbers. Papers that cost nothing are usually worth nothing, ex- cept for waste paper.
 But he will advertise in papers that have b0na fde regular circulation that are subscribed and paid for-live papers that give the record of the actual life of this busy, stirring age. He will select such papers as are most eagerly and thoroughly read that come home to the business and tiresides of the peo- pie; that reach all classes and interest all readers in their respective neighbor- hoods. And these, outside of the great cities, are the country papers. The city daily papers are the best mediums for the city retail trade, for they are the home organs and bear the same relation to the large city that the weekly does to the small city, village or country town.
 But for the wholesale trade and busi- ness enterprises outside the large cities, the country papers are more valuable, and reach great many more customers and readers than any daily of equal circulation in large cities. For these dailies have but a limited circulation outside of these cities.
 The country papers are the most thoroughly read. Every business man takes and reads his own county or dis trict paper. He scans the advertise ments, for his own advertisement is usually, if not always, displayed there. The country paper interests all classes, and is read by ali classes. The business man noticesAit, because, beside the general and local news, it contains the legal notices, the tax, Sheriff and auction sales. And all classes read it because it describes the home life of the people in all their pursuits of business or pleasure, records the marriages, births and deaths, and faithfully reports their opinions, feelings, sympathies and hopes, in joy and ill sorrow, in health and in sickness, in life and in death. It is the best and truest type of the people who have made this country great, and by whose toll great cities live. An advertisement in the home paper challenges the attention of the country business man with force it could not have in foreign paper. It is delicate compliment to the town in which it is published and to the business men in il "a public testimonial that the town and its business men are worth cultivating. And they return the compliment.