The Delaware ledger. (Newark, Del.) 1879-19??, 1885-11-21
Newspaper Advertising.

A "Ha uiO sui D6lllS uSeu ny
business men for the purpose of adj
verifying their wares. In no other
way do they get such good results.
Yet, there has arisen an enemy to
legitimate newspaper advertising,
and if continued will destroy the
confidence of many advertisers.
The cause we will give in as few
words as possible. For every fair,
festival, exhibition (small or large),
suppers, bazaars, and the like, which
takes place, some wonderfully enter
prising individual, or set of indi-
viduals, put their heads together
and scheme plan whereby they
may make money. And they gem
orally do it, but it is done at the ex-
pense of merchants, to whom they
give in glowing terms the monster
circulation of the paper which they
intend getting out. This sort of
thing is doing more to-day to break
down legitimate advertising than
anything else Merchants and other
business men are becoming disheart-
ened, because they do so much adj
vertising with comparatively so lit
tie result. And yet if asked how
many genuine newspapers they
advertise with, they will tell you
(if they admit the TRUTH, very few.
Let these same merchants and other
business men give a cold shoulder
to every Tom, Dick and Harry who
solicits them for an "ad" to 90 in an
exhibition paper with a circulation
of twenty thousand ?" Many mcr-
chants never stop to think how they
are being duped because if they
did, then trashy pamphlets, guide
books, fair papers, exhibition
papers, and other papers gotten up
simply for the purpose of making
money for those whose cheek ena-
bles them to dunn people for adver-
tisements, would rapidly diminish,
and ere long would in a measure
die out. There is but one true way
of reaching the buying public, and
that way is through the newspapers.
Merchants who think they will reap
rich rewards by advertising in
novelties" will discover their mis-
take. This is written in no spirit of
malice,-simply for the benefit Of
advertisers generally. There are but
two classes of newspapers that can
lie termed legitimate-the city press
and country press. This of course
includes magazines and periodicals.
of the higher order. An advertise
ment that appears in any legitimate
newspaper is read and taken into
consideration by buyers. What can
be said for nondescript advertising
mediums. Simply this, that not
one person out of fifty, (and We are
putting the estimate low reads the
advertisements contained in these
mediums with any degree of inter
est whatever. These are facts that
cannot be blotted out Who does it
benefit, then, you ask? We will
tell you-the solicitor and printer.
10 the merchant who has more
money than he wants to keep and
cares little where it goes, we would
say to him, advertise in novelties. "
Upon the other hand, if he would
expcnd money whereby good results
may be obtained, then let him place
his advertisemement in some legiti-
mate newspaper or magazine IT, in
this article we have wounded the
feelings of any fellow who makes
money out of business men for side.
show papers, then we are sorry, but
the tiimsy methods employed to
secure advertisements which return
no patronage to those from whom
they are gotten compels, us to speak
thus plainly.
For very long while Philadel
phia has been infested with a class
of people styled ''gyps, which is al
abbreviation Of gypsey, which
means horse swindlers. At differ
ent times advertisements appear il
the papers to the effect that
wealthy gentleman, intending to Sc
sail for Europe, will dispose Of hi
horse or horses at a barIaiu. Thi