The farmer and mechanic. [volume] (Raleigh, N.C.) 1877-1885, 1883-03-21
ppEMiuMS. SECOND LIST.
MORE TO FOLIO n. EA-
PLANTATION. READ!

Md occur in three months !; wherein
paid-up subscriptions would have
ual and impartial chance. Two weeks
.sr we re. allied our Advertisements,
h. quietly notified those OF VI readers
Shom we personally met that we felt
eompelled To abandon the original plans
md methods, for the following roa-
sOns:-
Ist,-The giving away vi ll6 presents,
Amany OF them OF much value, -qulcA-
IN spread the idea among the masses oil
person. who had no previous knowl-
edge ol the paper, or its editor,-that 1t
was a REGULAR Lottery, or "Glit-Book-
CoA,eIA so that we had TO write
h1....,us OF letters replying TO such
IA siaAcn enquIrers.
nd. some OF our friends, whose judge
ment we value, expressed the lear that
1he effect would be to encourage the
lottery-trying spirit, which has already
Drained hundreds OF thousands OF dollars
trom North Carolina to the Louisiana
Vortex.
3d,-The example of the +. & NJ.
WAS soon followed by others, and ellie
ted the remark that 1t was cheapening
the Press. Our enemies s~neeringly III
1mated that the f. IL NJ. had TO give
away all oi its profit to brlbe people TO
take 1t.
1t is needless TO say to the regular
readers OF thi. paper (and more than hall
OF our subscribers have been with us i've
or SIX years. that all these views were
widely at variance from our own. The
design OF the Premium Presentation WAS
simply to 4drerttSe the f0per. Every
tsmg is as necessary to NEWSPAPER as
to ANY other business, unless the paper
is merely a local one, which does not
aim to get readers outside OF the county.
No matter how good the paper may be;
nc matter how wise, or witty, OF patri-
Otto, or progressive or otherwise deserv-
Ing of public patronage,-lt would not
get 5000 subscribers III 30 years, i'll
a thinly settled section like the South,
If the editor relied on MERIT, alone, to
.introduce the paper.
Blackwell's smoking tobacco, when
first put up in brown paper bags, six
teen years ago in the solitary farm house
which Is now the young city OF Durham,
was as good an article as that which
.goe. by the carload daily to ali quarters
of the globe. The excellence of the
weed did not echo the bellowings of
the Bull" owe Europe, Asia, Africa,
and throughout the Isles Of the Sea.
4dCertislng did 1t. OF course, advertis-
ing cannot sustain the reputation of an
article oithout merit; but neither can
merit cure any widespread introduce
ton wtthout ddcertisiny.
Perry Davis Pain Killer, Ayers Cher
~ rectoral. and Mustang Liniment, are
excellent articles but when the pro-
Pr.ctors stopped advertising, a few
year. ago-thinking they had established
the ianie vi their medicines beyond the
need OF further "Pufiery," they soon
fund such a falling off in sales that a
Sc eral renewal ofadvertising was begun
N haste. We have now on III desk a
contract to advertise the old Mus
tang for three years to come; though
it was started 40 years ago, at the time
OF the Mexican War.
Now the Farmer and Mechanic is as
widely known, and we think as widely
real. as any weekly newspaper ever
printed at Raleigh; but it is safe to say
there are more than one million of peo-
pie in North Carolina alone who never
heard of it. There are fully a million
who never saw a copy. 1t is very pro-
bable that out of this number an aver,
age of one person to the hundred, ten
persons in a thousand would subscribe
and like the paper, if they could see q
copy, and learn its price, character
features, etc. This would give US To-,
600 subscribers, and more for as soon al
we get one-half of that number we shall
issue a sheet that will be sought-after
Ike the old Richmond Enquirer, or tn,
old Southern CultirGtor, which were rea,
from Baltimore to Texas. Raleigh il
well situated for such a publication
being midway between the North and tn
South.-where grain. tobacco. and frui
shake hands with cotton, peanuts. nava
stores. etc. 1t is also a Railway am
political centre.
But as Raleigh, is not much of a Bus
mess place, having only about 900
population there is little advertising
and little support for really good papers
while the expenses are as large as
there were ten times the population.
To illustrate this, look at the Raleigl
Ob,srcer and the Richmond State; the
are of the same size, and cost about til
same for paper. for postage, for type
setting, for clerk-hire, for office rent
etc. But Richmond, with 10000, pee
pie. and 5000 business enterprises
gives the State more income in a wee
han the Observer probably receives i
six months. Not only more cards, bu
hiyhey prices.
1t Is necessary, therefore, in a .maI
town like Raleigh even though it be tn
state capital, to rely largely upon sut
,criptjoH-,upport; and as subscription
afford very small profits, the editc
must work to swell these"mickles" int
"muckle." We have known men t