Vermont phÅ“nix. [volume] (Brattleboro, Vt.) 1834-1955, 1886-02-12
Newspaper AdvertIsIng---A Veteran
Areng'a KIewa


Mr. j. H. Bates, for over 30 years an ad-
vertisng agent in New York, has recently
published "a Re,rospection, containing
some points OF interest to the public in gen
eral, and advertisers in particular, from which
the following extracts are made. Speaking
of his business, Mr.. Bates says
when l began, newspaper advertising
was not as respectable as 1t is now. Respec.
table is, perhaps, not quite the right word to
express the status of business looked on as
rather irregular aud queer, but no other 30
good occurs to me just now. Regular,
steady going business houses 30 years ago
felt something like shame in advertising their
goods in the newspapers. This feeling has
pretty much worn away, although some Of it
still fingers among old-fAshoned business
men.
II should judge that the people of this
country eXpeud, at least. 80 times as much
money in newspaper advertising as they did
30 years ago. The vast increase OF popula-
ton and newspapers explains a considerable
part of this, but it mostly comes from the
more general and freer use made Of the ad-
vertising columns by the general public. All
classes have come more and more to believe
that the newspaper is the most unpersonal,
self respecting aud effective way Of getting
before the public with what any one wants to
say to it.
Mr.. Robert Bonner whose undertakings
in all directions have been characterized by
BREADTH boldness, precision and success, was
the first to make the public familiar with
large advertising applied in the most original
manner to build up the circulation Of his
Ledger to q point never attained before or
since by any journal in this country. Al.
though Mr.. Bonner's largest newspaper ad-
ver,ising was done % years ago (tor he rap
| idly made his paper successful, and, having
accomplished his purpose, cut down his eX.
! penses in that channel) still no one has come
/ up to the splendid AudAcity of an order for
! one insertion of an advertisement to cost over
| 100000. And yet in pecuniAry matters he is
a very exact and careful man.
at agrees with my experience that news
paper advertising is profitable. As l look
back over the very considerable number Of
those whose advertising have done, do not
now recall single one who judicously, per-
severingy and freely pushed good articles,
of whatever kind, in the newspapers, and
did not make at least fair success, while a
great many have gained ample fortunes. !
will not mention names in support Of this
statement, as l could easily do, but the list is
large one.
when business men come to look on the
cost of steady newspaper advertising as an
| investment, sure to pay as well any other,
and not unlikely to be exceedingly profitable,
they will use it more systematically than
heretofore, and regard it AZ a necessary item
of expense.
Ever since have been in business, there
have been wide differences of opinion among
advertisers as TO the best mediums and meth
DDS, and whenever any one succeeds by TIL
use of certain mediums in a certain way be
naturally concludes his method to be the best
notwithstanding another may have made au
equal success by using quite another class OF
newspapers, in quite different way. Twen
ty. FIVE years ago large advertiseTs, as a rule
contented themselves with we'll written anC
displayed advertisement taking its run on the
advertising pages, or paid something NOR
and used Special Notice in position fo
a long time the only preferred one in the gen
eral run Of newspapers, and having no othe
advantage over the ordinary advertisement
than being nearer the reading matter. Nov
the struggle is to get preferred positions will
displayed advertisements, or to work in no
tees and reading articles so that the reader
, Of a newspaper will think them either writ
ten or selected by its editor. Still do no
know that advertisers now make it pay then
any better than those did quarter Of cent
ury ago who used simpler and cheaper meth
DDS, and told their stories in plain way owe
their own names, and used the same sdveI
tsements year after year, until the publ
came to look on them not unkindly as oil,
acquaintance