The Republican journal. [volume] (Belfast, Me.) 1829-current, 1883-04-26
About Advertising.

The newspapers do a great deal of advertis-
ing for which they neither expect nor receive
direct pecuniary return. They point out fields
for emigration, enterprise and capital, they lend
a helping hand to infant industries, and they
direct streams of travel to sections before neg
lected. Aroostook would not be so prosperous
as it is to-day had not the newspapers extensive
ly advertised its fertile soil and other natural
resources; nor would Mt. Desert have its thou
sands of summer visitors, its costly cottages
and villas, and its mammoth hotels, had it not
been for the work of editors and correspond
ents. Another illustration of the value of this
gratuitous advertising is found in the publica-
ton in recent number of the Boston Sunday
Herald of a description of the neglected water
pow er at Rumford Falls in this State. These
falls, the grandest in Maine, were unknown to
the tourist, while their practical capabilities
had been forgotten. Now there is said to be a
boom in real estate i'll that vicinity, with Il
probability, at least, that this fine water-power
will be utilized at no distant day, and thus con-
tribute to the material wealth of the State.
The local newspapers are generally accepted
as a reflex of the communities in which they
are published. \ live, enterprising and pros
porous newspaper is the best possible adyer-
tisement for a town or city. 1t indicates that
the constituency it represents is also live, enter
prising and prosperous. And for evidences of
this the advertising columns will be examined
by those abroad, and from Them mainly. will
be formed an estimate OF the place. The adver-
tiSements furnish also an important part of the
historical record made by a long established
newspaper record no less interesting than
valuable. Charles Dudley Warner says. in his
essay on THE American Newspapers: Il look
to see advertisements shorter, printed with less
display, and more numerous. In addition to the
use now made of the newspapers by the classes
called advertisers | expect it to become the
handy medium of the entire public, the means
of ready communication in regard TO all wants
and exchanges" The changes indicated by
Mr.. Warner would certainly add to the use
fulness and interest of newspapers and prove
beneficial to public and publisher. While the
journal has in the aggregate as much advertis-
ing as it can conveniently make room for with
out encroachng upon its reading columns it
would be glad to have more local advertising.
divided among a greater number of local adver-
ti>ers thus enabling it to dispense in part or
wholly with foreign advertisements The Gar
diner Home Journal expresses our views when
it says: Every trader ought to advertise, to
some extent, ut least II no more than even 50
that his name may be seen as directory to out
siders.
In conversation the other evening gentle
man of this city, who takes an active interest in
It's prosperity, expressed the opinion that the
extensive advertising of Mr. Geo. W. Burkett
in the columns of the Journal the past few
years had not only been of great benefit to the
dry goods business of the place, but to other
lines Of trade. These advertisements he re-
marked, have brought customers to Belfast who
would not have come otherwise and when here
their purchases We're seldom confined to a sin
Gle establishment. Mr.. Burkett has found this
advertising profitable to himself; but this dis
Interested testimony to the effect that he has at
the same time benefited the business Of the city
generally will no doubt be a surprise to him. as
it was at first 10 Us. We are convinced. how
ever, of the correctness of the statement. That
advertising is beneficial to communities as well
as to individuals there can be no doubt