Yorkville enquirer. [volume] (Yorkville, S.C.) 1855-2006, 1885-06-11
Mistellaueuns &eadiug.
FAILURE OF PRIVATE ADVERTISING.
WHY CARDS, CIRCULARS AND THE ELIkEARE
FAILURES As ADVERTISING MEDIUMS.

FAILURE OF PRIVATE ADVERTISING.
WHY CARDS, CIRcULARs AND DTHELIKEARI
FAILURES As ADVERTISING MEDIUMS
Within the last few years it has become
the fashion with some people to do theil
advertising in their own private way, in
stead of through the newspapers. Some
distribute cards, some circulars, some
pamphlets, some almanacs, and some in.
conceivable monstrosities of oddity, circu.
lating them by the hundreds or thousands
through the mails. The printers art has
been taxed to the utmost to gratify the
tastes of these advertisers. Some of the
finest as we'll as some of the basest speci.
mems of the art of engraving, of chrome
lithographing and of color printing are be.
ing produced for these purposes, and every
into requisition. The advertisers vie with
each other in the elegance of their designs
and the costliness of their devices, taking
it for granted that the receivers will con-
form their estimate Of the status of the ad-
vertiser to the artistic pretenSions OF his
advertisement. Some people may regret
that the noble art of printing, at the period
of it's highest achievements, should be sub
Iiected to such debasing uses; but, to those
who thus employ the art, it should be
equally a matter OF concern that the dehase-
ment SO completely fails Of the object for
which it is intended. With him who no.
tices such advertisements at all, the first
feeling on receiving one of these superb
specimens of Typography or engraving is
apt to be one of disgust that it relates to the
artistic pursuits of his butcher or his boot
maker, or that the subjects of its elegant
illustrations are chairs and tables, refrige-
rators and brooms, he throws it down with
an indefnable grudge against the man who
has been guilty of such ridiculous prosti-
tuition of art, and, without exactly knowing
it, he is distinctly convinced that trades
man who spends so much money in such an
incongruous way is not likely to be en-
doWed with the common sense of a good
man Of business or to sell cheaply.
In truth, however, those who take any
notice whatever of this flood of announce
nents form but very small percentage OF
those who receive them. They have come
to be the nuisance of both the parlOr and
the counting room. At home they are
never opened but with disappointment, be-
cause they come in the place of letters real
ly hoped for. In the office the merchant
finds his morning, mail stuffed with these
intrusions upon the serious affairs of his
business, which he inwardly curses or i'm
patiently consigns to his ste-paper heap.
In short, if public vote could be taken, it
would unanimously declare these sedrumming
mssives to be. an intolerable nuisance that
should be denied the privilege of the mails:
Men of business who resort to this method
of advertising cannot be Ignorant OF the
fact that the people whom they would
reach have become nauseated with. 1t.
They must he aware that they themselves
disregard all such appeals for patronage
and what reason have they to suppose that
Others receive their applications with more
patience? Sagacious advertisers are begin
ming to see this and are returning to the
old method of public announcement. The
newspaper is, in every sense, the best me-
dunn for advertising;r and, for a given re-
suit, it is by much the cheapest also. 1t
reaches a far greater number OF possible
customers than any private announcement
can and it is more certain to receive atten-
ton. The private circular is thrown aside
as thing which people have come to re-
gard as bore, and which is neglected be-
Cause it's recipients have no time to attend
to it. The newspaper is used in each days
hour of leisure, and readers find interest in
reading its advertisements as we'll as the
news, because of the variety they present,
and the information they convey respect
ing wide diversity of interests. 1t may
be safely estimated that an announcement
made through the press is noticed by fifty
readers, where, made in a private way, 1t
would reach but one. If, therefore, the
same amount were expended in either case,
the result would be tifty-fold better from
the former method than from the latter.
There are, undoubtedly, cases in which the
circular is better medium than newspa-
per. Such, for instance, as where the mat
ter is unnecessarily lengthy, and the cost OF
newspaper space would therefore be very
large. But such cases are quite exceptional
BILE, and the sooner advertisers learn the
folly of their present large expenditures in
seeking publicity through private means,
the better for their pockets and their sue
cess.-NeU York Commercial Bulletin.
FACTS ABOUT BUsTLEs.-"Yes," said the
saleswoman, "the bustles are about the same
now as they were eight or ten years ago, the
only improvement being in the adoption OF
certain shapes, which better fit the human
form, and consequently cause the dresses of
ladies to show to a greater advantage.
There has been no change, however, in the
material out of which bustles are manufac-
tured the thin steel wire being used eXclu-
sively, and you know this wire sometimes
snaps and often tears valuable dresses and
causes great deal of personal discomfort.
1t would be a great deal better, think, If
buStles were manufactured out OF some ma
"What do you call those bustles which
are rather large and point out and upward
after the style of handle on a tin dipper"'
II do not know that they have any par
ticUlar name, unless you wish to term them
costume bustles, as they are used to give a
neat set to dresses that have long, heavy
trains and consequently have to be stronger
than the average panier. The small, lumpy
little hustle which is tied around the waist
like life-preserver, is worn with walking
dresses and about the house."
SIS not the life of a wire hustle rather
brief?" -.s .....
eyes, they do not last long, for the reason
that they are soon crushed, twisted and bent
into awkward and horrid shapes and cause
the wearer to appear as ifshe were deformed.
A lame hustle, when lady walks, will not
keep in it's place, but will wabble first one
way and then another, and make poor
woman perfect fright"
''TO tell you the truth, sir, the home made
article gives more satisfaction than any 9TH
er. | mean the newspaper hustle, which
can be made i'm few moments, and does
not cost cent. A great many ladies will
wear no other kind, because when the pa
pers are properly wrapped around piece OF
baling twine it will retain its shape, no mat
ter how severely it is crushed, whereas a
close seat in a street car is death to wire
hustle, and that is the reason why ladies,
when they ride on the cars spread their
dresses over the seat and usurp as much
room AS they can."-NeW Orleans Times
Democrat.
BILL NYE AND THE BUMPOLOGIsT-
Much harm has been done by long haired
nhrenolopiSt in the West who has during