Milford chronicle., 1883-06-29
ETHICS OF ADVERTISER.

! THE newspaper OF to-day stands withon
d the great head-master in the spread Of intel.
j. and Information Viewed as a medium Of a,
tising in the service OF the producer and consun
its vast resources are developed and shown in va
GUS ways in the erge area covered by its circula
tion, and in bringing to the very threshold nforms
ton hourly sought Its time saving properties Il
the merchant, mechanic, aud housewife are incacu
liable. Judciousy managed the advertising sur
face of the newspaper will prove to be, financially
] Itsgyery backbone The immense sums annually de
voted to advertising by many Of our large and sue
cessful businesshouses prove the outlay to be prof
table
The country merchant doing local trade in the
township where he may be located, will secure the
best results by announcing his business through
the papers in his vciniiy,-nOt necessarily cOnfn-
ing himself to the ose ortwo weekles Of HE imme-
diate village nr town. hut in a radius embracing
several Of the surrounding towns,-and, becoming
better known, gradually increasing his stock Of
goods to meet the growidg demand Of his patrons.
Large cities being looked upon as the depots Of
material and goods Of all varieties, for the supply
Of territory far-Teachng its extent the most ad-
vantageous channels Of communication should be
seized upon for reaching the consumer. While
the country newspapers toa very limited extent
may hnd their way into the cities, the city daiHes
are scattered broadcast and the more prominent of
them may be met with towns Of any note The
enterprising city manufacturer or tradesman will al
vail himself not only OF the city press, but OF al
the varied land many Of them Of high character) pa
pers Throughout the sections where he may wish to
extend his business and secure widespread rep
utatiou.
In the display OF advertisements there are two |
points Of prominence worthy OF considerations one /
is the typographical appearencd Of The newspaper;
and the other is the relative interests of individual
advertisers Many OF the leading daes of our cit
les allow of no display type whatever in their 3D.
vertislng columns None but plain Roman faces
will de founnd to be in use. The result is, gen
eral ncatness and symmetry Of makeup. whieh.by
many. is considered great recommendation.
The principal objection TO this style Of setting is
that the advertisements have a monotonous appear
ance, and do not easily catch the eye Of the reader
Asa rule It il the object of the advertiser to
have his insertion as attractive and prominent as
circumstan( win permit; but advertising in the
city dailies IL costly, and yet not more so than
the large clrca, III warrant In these dai-
lice, lines appeA -os are designated az dis
play lines: shoft atch-liues, also come
under this ruling, 10th the former cases
douule price Is Guar snS bitfieSes NeitaAh I
columns in some of Vac pages are considered by
The publishers as choice spots for the Of adyer
Users. and more likeey than other portions OF the
PAPER to command the early attention Of the read
n. An extra rate for this privilege also is deman
led Reading advertisements, in thess positions
requently command one or two dollars line each
Insertion.
In the country press, where the demands of ad-
fba Fiftgr
+ Of the advertisements is unnecessary, and larger
pace may be secured with far less outlay o. mon
y in comparison to the city papers License in
his field il unbounded, and here, in many instau-
es. it is carried to excess in interpersing through
everaI pages OF the paper cuts and vgnettes OF
nferlor make thus giving the advertisements the
ppearance Of miniature posters or hand bills.
Many methods are resorted TO by ingenious sd
ertlsers to attract attention to their advertise
lents deception is often practsed in enticins
he reader to scan an item with prominent head
no. leading of with some interesting item Of
ews or social gossip aud Of finally landing him
eep in the mysteries OF some patent nostrum at
he close A solemn vow is registered on the part
( the reader to carefully avoid such mantrapsm
he future Advertisements of this caracter-
smetimes appear in the body of the paper with
he general reading matter; they are designated at
le close by an asterisk
Some of our papers have plan Of emphasizing
ertain words. by setting word a dozen or TWEEN
, times in succession, in capital letters. This
ometimes produces a neat and forcb, effect in
en- of Inarring the appearance with larger type.
A long advertisement should be so written IS to
lstain the interest Of the reader through its en-
rety. short advertisement will generally be
on descriptive, but suecinct aud directly to the
oint. A single insertion in an established jour
al with an extensive circulation, whose rates may
high will bring better returns than an insertion
the same matter in several journals Of no repu
tion though at lesser rates. As an aid in draw
e attention to an important advertisement it
IN be found advantageous to insert in the local
,lumn few lines calling attention to it. if the
les Of the paper will so allow.
Newspapers are undoubtedly published for the
irpose ofmaSing money. The owners are not to
. blamed for adopting the most feasible means
so doing; but there growing tendency mani
sting itself, especially among struggling journals,
insert any advertisement, whatever its character,
divided the money is sure This characteristic Of
discriminate insertion is found to be working its
ly. not only in some OF our magazines, hut in our
ligious weeklies It is question whether the
oral toue Of such publications can be sustained
der these circumstances. The communicating
auences of these uucIean readngs-containiRg
iden innuendoes and the foul breathngs Of cor
pied natur, s-cannot but shock the tender
ords of pure and virtuous minds before which
~ are being constantly presented.
4 respectable newspaper may be known almost
readily by its appearance as by its contents; and
one is often an indication OF the other. What
sr has a tendency to mar its beauty, typngraph-
lly or morally, should be studiouslY avoided.
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