Mexico weekly ledger., 1886-05-13

1t gradually dawned upon the minds of
business men in this country as we'll as
In London, that those who advertised
most literally received the greater
share of custom. That fact Is now YER
fled in every city, town o. hamlet that
boasts a newspaper. As the enterprise
of advertising spread, newspapers
sprung into life, and now millions are
expended every year In the United
States alone in that way; and, as a
happy result, every town of any impor-
lance has its newspaper, and every
family in the land is supplied with
wholesome and entertaining reading.
The man who would growl at a paper
because one-half or more of it's space
is filled with fat, luscious, juicy adver-
tisements, ought to be seated at a table
groaning under everything tempting to
the appetite with a sticking plaster over
his mouth. And the man who is too
stingy or close-sighted as not to be-
lieve in advertising-well, I cannot
wish him any worse luck than he en-
tails upon himself. Robinson Crusoe
had a picnic compared with the adver-
Using skeptic's solitude, for he finally
did catch on to a poor, ignorant. de-
nuded cannibal, who was borne to his
Patmosian abode rather from necessity
than choice.
A system that has accomplished so
much for the newspaper, the advertis-
er, the general reader and the advance
ment of civilization and the dissent
nation of intelligence, cannot be given
too much careful attention by the pub
Usher. The advertiser should be
treated with the largest consideration.
for he is a great benefactor to the
world, as well as the architect of his
own fortune, while seeking through
the charmed process of printers Ink
and artistic type displays to extend his
trade land he is continually laying
golden eggs for the publisher-though
he is anything but a goose. He should
get full value from the printer for the
money expended in advertising, in the
way of eye-drawing attractions. The
composition should study to please his
tastes in the matter of display, and
furnish him as good results in skillful
and appropriate arrangements of the
types as he would give in special lines
of job work. A neat and attractive ad-
vertisement not only catches the eve
ofthe reader and causes him to observe
what Messrs. Upearly & Fairdeal
have to say, but it adds to the appear
ance and popularity of the paper. To
look at the advertisements in many OF
the newspapers of the present day, one
might easily imagine that the compos
itor had learned his trade in some
odds-and-ends Office that was a trav-
esty on the cart p~reservative," go mis-.
erably out of proportion are all their
details, and so little are cause and eff.
feet, shading and combining consider.
ed. One not infrequently sees huge
lines.of 20-em plea wood type spraddling
clear across the first page and the ink
oozing through to the reverse side o.
the sheet, producing an effect in com
parison with which the deciphering o.
the characters on an Egyptian obelisl
would be a pleasant occupation. 81
taken up wish this sort of advertising
monstrosity are some papers that
cannot think of anything that the,
more resemble than a bill poster
nightmare.
1t is not the size so much as the skill
full and artistic arrangement of thu
types that attracts attention, and too
! much care cannot be given to this
: Besides, this horsey style of display 81
overshadows the smaller cards of tn
advertiser of limited means and bust
, ness, that his modest announcement
shrinks into the background like poo
A boy at an aristocratic frolic. To b
sure you cannot get the display larg
J enough to suit the perverted tastes Q
some advertisers. Like the Irishmal
t written in large letters because tn
: old lady was hard of hearing, they i'm
t agine they eau be heard better an
S more atteniion will be paid them
they get up loud advertisements. Blu
If the publisher would limit the size c
letter to be used in his paper-and thi
should never, by any means, be large
than 4-em plea, and of a character tha
will not detract from the papers ger
eraI appearance-then have the az
s v~ertisements set in as attractive style
as possible, the results to the. advertise
would be fully as profitable, the small
# er cards-whIch are generally the bettt
paying-would not be thrown in til
e shade, and the paper would present
o much more pleasing appearance,
l. say nothing of the wear and ear of tt
d READERS eyes in trying to decipher tt
l. news on the reverse page of one of the
r poster ads.
al Of course it Is expected that<this p
per shall have ssmething/to say
er that audacious individual whose a
it surance surpasses-but why vain
ee strain after a comparison? You
IS know him. If you haven't met hi
face to face, you are freqently remind'
ofhis existence through the startlin
il withdrawing proportions which
ne keeps Uncle Sans mails busily carr
l. ing to the thousands of newspaper {
ne fees throughout the land. l ha'
re noticed that he is lot a popular pc
as sonage with many newspaper me
st and they sometimes take occasion
ly resent his indomitable cheek. But
ct is not my mission, nor is it my int
g. ton, to join the multitude in decryil
er this, in many respects, useful and ne
it )essary offspring of advertising.
a fathers o severe CRITICISM of b
Id child for faults which are the result
m that fathers own lack Of discipline.
e. not commendable; and for what t
a. advertising agent is-or, rather, I
IL what his business methods are-t
'ul newspaper publisher is in no small d
ly gree responsible. The agent is
an sErewd business man, and when
DO enters into a contract with some exte
to sive advertiser to place his advertii
ment in q stated number of papers,
is is as natural for him to secure the 10
is, est rates obtainable as it is for a IN