The Baltimore County union., 1883-11-03

! wish YOU 10 say TO those who talk
about me. owe more than fortune to
my singular situation. since i: has Sc
cured me a friend upon whom may
count in adversely should il ever visit
me.
quietly took my place in society as
possessor Of an income OF SI2, 900, and
still keep it.
THE SCIENCE OF ADVERTISING.
The newspaper has become the legi,i-
mate inheritor Of the patronage ofadver-
;isers. It offers advantages that no
other vehicle possesses and it costs less
than most others. !, cannot be assum-
ed that the advertising pages of paper
are As carefully read As the news por-
iions. but j; has gradually educated the
reader 10 look for what he or she wants
in the advertising columns. and those
who read the paper quietly al home are
far more inclined to 20 over their wants
and look where TO supply them. than
the man in the stree, who is probably
thinking more Of selling his own goods
than Of buying his neighbor's Then
the scope OF this method OF advertising
IS almost endless. II takes in busi-
ness card or 4 two-line notice. or il
may cover an entire page and there is
chance for literary display. Many
large business houses keep a gentleman
Of education and skill in literary mat
ter to superintend this department, OF
their business, and il is wonderful how
much he can find 20 say vu what would
seem 10 be hackneyed subject. In
deed, the art OF advertising is to be al
ways fresh and new, 10 be short. vet
clear and concise, 10 be humorous when
humor will tell, bu, 10 be plain and
direct. The nearer an advertisement
harmonlzeS with the general style and
drift OF the paper the more likely it is
TO be read and make an impression.
The next aim OF the cautious business
man is TO know what papers to adver-
iise in. Il is strange how many men
who pass for being sharp and shrewd
Try 10 cheaper their advertising either
by demanding reductions or BY seeking
cheap papers. II will be found safe
rule that the paper that charges the
mos; Is the best medium for the man
who has goods to sell or is IN want of
anything. Publishers charge accord
ing 10 their circulation, and il the rule
holds good in newspapers a. in circu-
lars, il but one in hundred reads an
advertis ise n,ent, It follo~s that the more
hundreds 4 paper circulates, the more
readers an advertisement will have
But this is not always the case. There
are papers that people seek quite as a
matter OF course on purpose TO consult
the advertising columns, and in that
way at least one paper in every large
city has taken prominence As an adver
iising sheet. Everything runs into it
rs naturally as streams into a reservoir.
The devices TO attract attention in
advertising are muliiiarious. Some run
into poetry, others initiate the story
telling faculty and preface sure cure
for the summer complaint with a lamen-
table account OF cyclone or the last
earthquake, and many are unwary read
crs who have begun in tears and ended
in indignation, unless, as is the wisesi,
they merge the latter in admiration of
the ingenuity OF the writer. Cuts are
also extensively used in papers that
will admit them, but they are not con-
sidcrcd high toned they par,ake too
much of the quack and the circus, and
there is doubt about all the devices
that may be displayed, whether there is
anything better than a well-wriiten,
square and honest advertisement, set.
ting forth OF what one has TO offer
One secret Of success is persisiency, in
keeping an advertisement so constantly
before the readers eyes that il will
eventually attract attention. Possibly
new and better methods may be devised
hereafter, but il is not easy to say in
what way they will come. II is quite
certain that there can be no success in
advertising without honesty, nor can
there be with il unless first the merch-
ant studies the tastes OF his customers
and satisfies them both in regard to his
goods and his prices. Dishonest adver-
tising will never build up a dishonest
trade.
pg-The following novel plan for
checking bleeding Of the nose, as given
by Mr.. Glesen in one OF his lectures, is
in the vigorous motion Of the jaws, as
in the act Of mastication. In the case
OF child a wad Of paper should be
placed in its mouth, and the child should
be instructed to chew it hard. Il Is
the motion OF the jaw that stops the
flow Of blood. This remedy is so very
simple that many feel inclined to laugh
at il, but il has never been known to
fail in a single instance, so il is said,
even in very severe cases.
B0rJust as the ice cream season ends,
the K months bring with them the oyster.
and the young man with the depleted
pocketbook trembleth anew and feareth
lor his last shekel, for he refecteth that
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