Wheeling Sunday register. [volume] (Wheeling, W. Va.) 1882-1934, 1884-11-02
asHTUS IN ADVERTISING.

This Is pre-emlnenGly the age Of adVer'
tising. The competition in all kinds OF
business is so keen. the world ruShes along
at so mad pace, that extraordinary efforts
mus. be made to arrest its attention. The
old-fashioned methods Of business are as
antiquated 50 the legends Of ancient Rome.
In the large cities, and especially in New
York, wonderful revolution in this respec:
has taken place The late A. I. STEWART,
who was probably the greatest of American
merchants never printed his name on the
magnificent buildings Of marble and iron
in which he transacted his immense busi-
ness. What merchant to day would dare
TO follow his example? Not one, unless his
aim Was 10 see bankruptcy and failure star
ing him in the face. It is true that Mr.
STEWART advertised in the newspapers and
spent vast sums annually IN that way, but
they were nothing BY comparison with what
is now expended hy merchants with less
than one tweu,ieth Of hi, s.upendoas CAPT
tai
Mr. STEWART was in certain sense the
pioEecr in all this business The story IS
'old OF him that in bis early days he used to
hire handsome carriage to stand before
the door Of his humble shop in order to at
tract attention. The sbse~ce of his name
from his great buildings was an ALLEGATION
with a shrewd business idea at the bottom
oft. They we're in their time the finest
buildings in America finest street and he
rightly Judged that they were their own ad-
Yer;isements. The seats for ladies in stores
are said to have been another one OF his
original ideas and innovations. But what
strides have We not made since then?
Business yans far handsomer than Mr..
STEWARDS hired carriage are now owned by
nearly every leading dry goods house in the
large cities. carrying from one end OF the
city to the other even twcnty-iye-cent par
GELS. There are handsome restaurants in
many Of the large establishments, and
luNuriously furnished Parlors where ladies,
whether purchasers or not. may meet and
gossip upon the fashion or frivolity Of the
hour
But this is not all The advertising col
umns OF the journals of the dag are won
der and study Some OF the great adver-
tisers of New York. Philadelphia and Chi
cago seem determined to run an opposition
to the literary aud comic journals, The
BLooNryGpALy Brothers. Of New York,
print magazine Of fashion. The cata-
logue Of LoEp i TAYLOR is a good-sizsd
volume. BALDWIN, the New York fashion
able clc,hier. prints one of the most inter
esting Of publications. JOnN WANANASER,
of Philadelphis, has made his name famous
all over the country by his marvellous ad-
vertisiDg genius His name is on every
dead wall for hundreds OF miles around the
headquarters Of his great house, and we are
told that he employs a special artist at a
salary of ten thousand dollars yea. to
illustrate his advertisements which are writ
ten bY another gentleman at an equal!
large salary, who is in his employment. And
then there Is the ST. Jacobs Oil man or firm,
we don't know which, who hire their ovn
special poet, and other examples Of like
nature will occur 10 every reader.
Many Of the newspapers, too, have caught
the spirit Of the great advertisers, and are
endeavoring to capture the public in some
what the same way II MSS only few
weeks ago that one OF them-the New York
World-6red one hundred guns in the City
Hall Park, b. way Of celebrating a circula-
ton Of one hundred thousand.
Millions Of dollars are annually spent in
advertising. and in the natural order Of
things the ratio will be largely increased in
the future. Advertisers are almost driven
to their wits ends to make the crowd stop
and listen to them. There are no excep-
tons in any iue Of business, from the great
railroad. the great insurance company and
the great banking house down to the strug-
Cling new store which was not yesterday, is
to-day, and, perhaps, viii not De week;
hence.