Northern tribune. [volume] (Cheboygan, Mich.) 1875-1885, 1885-06-04
THE FAILURE OF PRIVATE ApvEE-
Using.


Why Cards, Circulars and the ,,. Like are
Failures as Advertising meuu'"''
From the New York Commercial Bulletin.
Within the last few years IL has De-
come the fashion with some people 70 do
their advertising IN their own private
way. instead of through the newspapers.
Some distribute cards, some circulars,
some PAMPHLETS, some even almanacs,
and some incOn ceivable monstrOsities of
odditv' circulating them by the hun
drsds of thousands through the mails
The printer's art has been taxed 10 the
utmost to crafty the tastes Of these ad y
vartisers. Some of the finest as well as
soma of the basest specimens Of the art
of engraving, Of chr0mo-l ithOgraphing
and Of celOr printing are being produc-
ed for these purposes, and every conceiv-
able STYLE of fancy paper is brought Into
reuuisitiOn. The advertisers vie with
each other in the elegance of their de-
signs and the Costumes of their devices.
taking it for granted that the receivers
will conform their estimate Of the status
of the advertiser to the artistic preteh-
siOns OF his advertisement. Some pee
pie may regret that the noble art of
printing, at the period Of its highest
achievements, should be subjected to
A.. such debasing uses; but, to those who
thus employ the art, 1t should be equally
a matter of CONCERN that the debasement
so completely fails of the object for
which it is intended. With him who
notices such advertisements at all. the
first feeling on receiving one OF these
superb specimens OF typography or en-
craving is apt to he one OF disgust that,
To ri .a RI CT
butcher or his b0otmaker, or that the
subjects of its elegant illustrations are
chairs and tables, refrigeratOrs and
brooms; he throws il down with an in
definable grudge against the man who
has been guilty of such ridiculous
prostitution of art, and, without exactly
knowing IL, he is distinctly cORylncsd
that tradssman who spends 30 much
money in such an inc0ngruOus way Is
not likely to be endowed with the COM
mon sense Of a good man of business or
to sell cheaply. 14
In truth, however, those who take any
notice whatever of this flood OF announce
ments fern but q very small percentage
of those who receive them. They have
come to be the nuisance of both the par
Tor and the cOuntingrOOm. At home
they are never opened but with disap-
pOintment, because they come in the
place of letters really hoped for. In the
Office the merchant finds his morning
mail stuffed with these intrusi0ns upon
the serious affairs of his business, which
he inwardly curses or impatiently con-
signs to his waste-paper heap. In short,
if public vote could be taken, it would
unanimously declare these drumming
missives 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 ignor-
ant of the fact that the people whom
they would reach have become nauseat-
ed with it, They must be aware that
they themselves disregard all such ap-
peals for patronage; and what reason
have they to suppose that others receive
their applications with more patience?
SagaoiOus advertisers are beginning to
see this and are returning to the old
method Of public announcements. The
newspaper is, in every sense, the best
medium for advertising; and, for a given
result, 1t is by much the cheapest also.
1t reaches a far greater number OF posi- |
BILE customers than any private an
nOnncement can; and it is more certain |
to receive attention. The private circu-
lar is thrown aside as a thing which |
people have come to regard as a bore,
and which is neglected because its re-
eipisnts have ne time to attend to it.
The newspaper is used, in each days |
hour of leisure, and readers find interest |
in reading its advertisements as well as
its news. because of the variety they pre-
sent and the information they convey
respecting a wide diversity of interests.
IL may By safely estimated that an an
nOuncsmeDt made through the press is
noticed by fifty readers, where, made in
u private way. it would reach but one.
II, therefore, the same amount wero ex-
pended in either case, the result would |
be fifty. fold better from the former
method than from the latter. There are.
cases in which the circular
is a. better medium than the newspaper.
Such, for instance, as where the matter
Is necessarily lengthy, and the cost OF
space would therefore DO very
large. But ssch cases are quite sxcsp-
tiOnal; and the sooner advertisers learn
the folly of their present large expsndi-
lures in seeking publicity through pri-
vate means. the better for their pockets
and their success.
A GREAT LAKE.