Helena weekly herald. [volume] (Helena, Mont.) 1867-1900, 1885-09-10
SOCIAL ADVERTISING.
The WAY REPUTATION AND MONEY
ARE MADE IN NEW YORK.
How Society May be Used for Private
sdvantase-The Process Described.
Instances i'm Music, Art
and Literature.
Especial CorTespondence.l

NEW YORK, July 29.-Socicty as an adj
! vertising medium is comparatively little
thought Of outside Of New York; but here it
Is regarde,, as second 30 none by those who
l have something 10 advertise. 1t even adj
vertises itself through its individual men,
bers, and by those who understand its pecu-
\ harities and eccentricities It can be manipu-
lated with extraordinary effect.
Society in New York is 80 dreadfully
mixed, " say those who are not in IT, So il
is But is there community in the world
where society-deflnel as it is by Webster
is unmixed, The more mixed it is, too, the
wider and more varied are its relations and
interests, and tine better il is suited to adj
vertising purposes.
Get society interested in ycur undertaking,
let it lie scientific, literary, artistic, philan-
thropic or what not, and you can afford to
cut your so-much-a-line advertising down to
a minimum quantity. Dilettanteism is a
social fad, and the love Of patrG;zng, or
the thought that < is patronizing, is dear to
society's heart, if society may be supposed
to have such an organ. II is perfectly will
ing TO be used-or at least it can be used-to
advertise novelties OF many kinds, provided
it can be made to appear to confer volun-
tary benefit upon the novelty.
A young singer wishes 10 make n d6bu.
upon the concert stage. Does he engage
assistants, take hall, waste his probably
slender substance in lavish newspaper adver-
tisingl Not IL he undertands his time and
place He quietly thinks over his circle os
acquaintance AMI if within it he counts no
great social magnate, he is almost certain to
know somebody vino does know great social
magnate, aud to his friend makes known his
desire TO sing upoh some occasion at the
house Of the q. S. NJ. Now, the friend very
likely is aware that the G. s. NJ. is bored to
death in the effort TO find something new to
entertain her numerous and frequent guests
with. Partly through good natured VIII
ingness TO help the musical aspirant, and
partly through still greater willingness to
put the Magnate under certain obligation,
the friend suggests TO the Magnate that Mr..
]. or Miss B. is a charming singer or a de-
lghtful player, who has never appeared in
public, although distraught managers have
besieged them to do so; but that il is barely
possible that lie or she might be induced TO
perform upon a strictly private occasion IN
the drawing room Of the Great Social Mag
nate. The Magnate, caught by the notion
Of presenting a genuine novelty, legs the
intermediary friend TO convey cordial in
vitation TO the artist TO attend her next re-
ception. IL is then artfully given out that
the Magnate's dear five hundred friends will
be treated to the music Of the spheres by
the new genius, whom the Magnate has
nobly rescued from ooscurity. The Mag
nate is a power in more ways than
one; she is known TO "a a patron, and Is
presumed to be judgs of Art, with COM
prehensve A. IL is safe and advisable to
admire whatever she offers.
The even NJ comes: the musician does his
best; the Magnate thanks him effusively;
the guests crowd about with compliments
more or less sincere, ii not appreciative; and
two or three, emboldened by the Magnate's
example, beg him TO perform at their houses.
The next day the society journals, and the
daily journals with society column-alas,
that those who have none are the rare ex-
ceptlon mention with high praise Mr.. Us
UGOML NJ hIN. EdhI tbttA
ment The curiosity Of other social sets
is aroused, and when they learn that the
musician VIII appear at some other private
house they make an effort TO get invited to
hear him. Mrs Magnate and her set hav-
ing, so TO speak, set their social seal upon
him. are bound to sustain him; and by the
time the season is waning he has become the
81 q ha fvNay
tme with safety public appearance; for
though the newspaper critics may rave
and howl against him, and cssert with
their professional omniscence that be kas
neither musical ability nor artistic un Ter
standing, his fashionable frienis win flock
the more resolutely TO the box Office, de-
claring the press opinions directed b. per-
sonal prejudice, if not by genuine malice.
The musicians success is complete, and &c IS
brought about, not by merit, OF which ho
NAV have much, or by neat advertisements
on the inside of the great quart0 daiiias
with an occasional paragrapa ia the "Mua-
cal Notes. column; but simpY and purely
by judicious pulling OK social stripgs, 50
that the social puppets tnat are sure - dunce
for somebody shall dance for him.
Private views Of public picture exhibitions
have long Len favorite means OF using
social influence for professional benefit.
Nearly all the art societies have some kind
of an entertainment before their shows open
to the paying public, TO which are invited
not only influential members of the press,
but- IN far greater numbers, influential MEM
hers OF society, especially those who
are known to buy pictures or oe
likely. from the libcrality Of their means, to
buv pictures. OF course, the invited feel
battered in being singled out by invitation
from the herd who pay for the sans privi-
lere. They attend the receptions, meet the
erhibitinr artists and many OF their friends,
have a very pleasant time socially, catch
few elimt,sss of the pictures, and go away
70 sprsad. with the enthusiasm born OF the
occasion. a good report Of the painters
work. This form Of advertising mas OF
late been employed by individual artists
- connection with their own work An
artist finishes an Important picture. and.
desiring to give it d. .'good send oil, IS
s,,es cards of invitation TO private We"
TO all the prominent psrsons he knows o.
hears of-for personal acquaintance Is Dy
NO means necessary to warrant an lnviiat'on
TO a studio. The studio Is beau ituily oec-