Ellsworth American. [volume] (Ellsworth, Me.) 1855-current, 1885-05-28
Failure Of Private Advertising.
WHY CARDS, CIRCULARS AND THE LIKE ARE
FAILURES AS ADVERTISING MEDIUMS.
On. Commercial Bulletin. }

~. i. COMMERCIAL Butittin.b
Within the last few years i, has become
the fashion with some people to do their ad :
Seriising IN their own private way, instead
OF through the newspapers. Some distribute
cards, some circulars. some pamphlets, some
even almanacs, and some inconeeiyable
monstroslties OF oddity, circulating them by
the hundreds or thousands through the
mails. The printers art has been taxed to
the utmost to CRAFTY the tastes of these
advertisers. Some of the finest as we'll as
some of the basest specimens of the art of
engraving, of chromo-lithographing and Of
color printing are being produced for these
purposes, and every conceivable style of
fancy paper is brought into requisitlon The
advertisers vie with each other in the ele-
gance of their designs and the costliness of
their devices, taking it for granted that the
receivers will conform their estimate Of the
status Of the advertiser TO the artistic pre-
tensions of his advertisement. Some people
may regret that the noble art of printing, at
the period of Its highest achievements,
should be subjected 10 such debasing uses ;
but. to those who thus employ the art IL
should be equally a matter of concern that
the debssement so completely fails of the
Jblect tor whi:h it is intended. With him
who notices such advertisements at all, the
hrst feeling on receiving one Of these su-
peru speciments Of typography or engraving
Is apt to be one OF disgust that II relates to
the artistic pursuits of his butcher or has
oootmaker, or that the subjects of its elegant
Illustrations are chairs and tables, refrlgera-
tors and brooms he throws il down with an
lndetua5le grudge against the man who has
been guilty OF such a ridiculous prostitution
OF art, and. without exactly knowing it, he
Is distinctly convinced that tradesman who
spends so much none, in such an incongru-
Gus way is not Likely 10 be endowed with
mess OF TO sell cheaply.
In truth. however, those who take ANY no
lice whatever of this food Of announcements
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. because
they come IN the place of letters really hoped
for. In the office the merchant finds HI
morning mail stuffed with these iutrusions
upon the serious affairs Of hls business.
which he inwardIy curses or impatientN
conslghs 10 his waste paper heap. In short.
i public vote could be- taken. /, would
unanimously declare these drumming m.,-
siNes to be an Inioerab.e nuisance that
should be denied the privilege Of the
mails
Men OF business who resort To this meth
od OF advertising cannot be ignorant OF the
iAet that the people whom the, would reach
nave become nauseateL with II. They must
be aware that the, themselves disregard all
such appeal, for patronage and wha, reason
have they to suppose that other, receive
their applications with more patience, Saga
cious advertisers are beginning to see this
and are returning To the old method Of pub
Ic announcement The newspaper j.. IN
every sense, the best medium for advertl>-
ny and for a gwen result, Il i bt much
le cheapest also II Reaches a far greater
number 81 possible customers than any prl-
vate announcement, can and It = more Ger
tain 10 receive attention. The private cilcu-
ar l. thrown aside a. a thing which people
have come TO regard a bore. and which
Is neglected because it, recipients have ~
time to attend 10 it. The newspaper IS used
IN each days hour Of leisure. aud readers
hnd interest in reading It's advertisements rs
well as H. news, because OF the variety they
present and the information they convey re-
spectlne a wide diversity of interests. It MAY
be safely estimated that an announcement
made through the press Is noticed by tf,v
readers. where. mac IN spri,a,e WAY. II
would reach but one If. therefore. The
same amount were expended IN either case,
the result would be fifiy-fo.d better from the
former method than from the latter There
are undoubtedly. cases in winch The circu-
ar better medium than the newspaper.
such. for instance. as where the matter j.,
necessarily lengthy. and the cost Of Lew,-
paper space would therefore be very lars,.
Bu, such case, are quite exceptional and
The sooner advertisers earn the foil, #
their present large expenditures IN seeking
publicity through private means. the better
tg their pocket, and their success.