Evening star. [volume] (Washington, D.C.) 1854-1972, 1888-04-13
Throwing Money into Was.e.Baskee

Throwing money Into Wasle.Baske
From the Philadelphia Times
This Is the season OF the year when the GRO ndaor
OF his grandfather, and fogy business men pen.
orally, waste thousands Of dollars by basket
advertising. They seldom ivertise in news
PAPERS whlcn now go Ia every family, and are
acesptea Py an aS the Ultimate medium or trade
10 reach tue people. They don't advertise because
thrr grandfathers didn't do It, obviously rorpetIuI
OF the fact That those grandrathers had no news.
papers OF general clrcul ton through which ia
reach the public. A few OF them now ana then ~
venture in newspaper advertising. and. true n
their grandfathers' ideas they hunt for what they
paying half as much for an adycrtise%ssp tpI han
reaches few thousands as It would cost 70 reach
'e Ts as % nHS Of Of much more thrifty
Iatner IN advertising, or what he supposed TO be
aasertising, Is for tine waste-b 'sker BE gets no
grandfather got up when circulars were q neces-
SHY, IN the absence OF generally circulating news
apr: be ne n gets them printed according TO his
with single stamp, which requires them TO 20
out unsealed; he SENDS hem 10 the post once,
only 10 be thrown into the waste basket by The
servants The open circular Is known 10 be an ad-
,sr and from fogy dealer; and they go
out OF twenty, without attracting the curios-
lily OF the servant
These circulars If of the cheapest kind cost In
Giuuing postage, printing and envelopes, $50 Tor
100 SO for 1000, $50 for 10000, or $500 for
10000. and not one In nifty Is read or even seen by
grandson OF his grandfather doesn't seem TO know
that $50 the cost OF 10000 the cheapest clrcu.
iarS when are seldom opened and never read,
Wouiu place nearly column advertisement In
wdely-circu!ated newspa pers where ft would
redch more than q quarter million Of bona fide
sroscrloers or purchasers II is thus that the
GRANDSON Oh his grandfather vases his money In
waSte-bdsket advertising.
Then there Is another class OF business grand
they mean TO advertise by circulars 70 attract az.
6htioh: tney understand that unsealed circulars
e. INTO the waste-oasket and they get up pretty
graduate themselves that they have made grand
STROKE oil business progress And how does their
ana cos
Tor 100 $50 Tor LOCO $500 for 10000 and $500 IOr
10000 The $500 paid IOr the 10000 sealed cir u.
basket as soon q, opened, would pay for column
advertisement IN eight or ten nrsLclass daily news
ohasers would be reached. ana neariy 4 miilion
and a-nalf OF readers secured; and taking 800
the cost OF 2o0O0 sealed circulars which seek Inc
put IN dozen or more OF the beat and nost wideiy-
Glreu,a.sd p.psrs IN The country. such = the
andsoa Of :. ssss sdxss o. ne more noess
liberal and progressive grandson Of his grand
s SG g no Ss4 SS:n o s50
$1,000 per 0O0j, wnica 90 20 limited ciicles and
usually snare Tue fate Of their cheaper breehren
q all except 70 accumulate their vase pspsr. =
se e. every ss Ia &c ss*s g
Any catyS trAde; but the grandson Of his grand
,se cry WIN g ths grandson q bic grAndta.hsr @
- - vase BASKET ADVERTISING. ana wondsr why
others thrive In business wnls his trade b dying
out u Inc dry rot
| DnD WHILE sls sAxo.-Nn n. Austin JonsA q
a s"y poRasf 10 So.son socist. droppsd ccsd Tusa
curing reception which ube gave 20 about seventy