The Worthington advance. [volume] (Worthington, Minn.) 1874-1908, 1889-05-09
NEWSPAPER ADVERTISING.
Its Development and the Benefit it Bring
to Dealer and Buvcr

AIS DOVe1OpmenC ana the lSeneht 1T Brings
to Dealer and Buyer.
The development of the modern news
paper has had no more remarkable eff
feet than the change it has produced in
the prevailing ideas with regard to ad-
vertising. Twentyyears ago the trades.
man who made known what wares ho
had to sell, except in the modest and
general way, was looked upon with
some degree Of suspicion, and the pro-
fessional man who offered his services
by public advertisement was con-
demned outright as necessarily aquack
The change from that day to this has
been almost complete, and yet it has
come about very gradually, and there
are some trades and professions in
which traces of the old traditions still
remain.
Long after the dealers in many kinds
of merchandise had learned the value
of advertising and had profited by it,
there were almost as many more still
governed by the ancient prejudice who
preferred to perish in respectable Sc
clusion rather than invite the public
to come to them. This was the case
not only with lawyers and doctors, but
with jewelers.; tailors, dressmakers,
and many other trades that for some
reason were supposed to flourish only
in the dark. The fashionable tailors
long chung to the idea that advertising
was not respectable, and there are q
few old-timers yet who can not bring
themselves to any thing more undigni-
fed than private invitations to their
customers, and look on aghast while
younger rivals fill the columns of the
newspapers with attractive descriptions
OF their goods and gather in the custom
that used to go to them.
The thing to be particularly noticed
is how completely newspaper advertis-
ing has been separated from its associa-
ton with an inferior class of trade. The
great advertisers now are the leading
houses not alone in the extent of their
business, but in it's recognized charac-
ter. The finest goods of every sort, the
most fashionable clothing for men and
women, the most costly furniture, car
pets and ornaments, whatever a pur-
chaser can possibly want that is rich
and fine as we'll as what is useful and
cheap, he expects to find described for
him in the paper.
And the result of: this is beneficial
both for the dealers and for the public
The largest and best advertisers are
everywhere those that do the largest
and best trade, while the facilities for
shopping have wonderfully increased
and the people buy more and better
goods than they ever did before. They
are better dressed their homes are better
furnished, they enjoy more of the COM
forts and luxuries of life than any pre-
vious period, and one main cause of
this is in the general .qnickening of
trade that naturally results from in
telligent advertising. - Philadelphia
lines.
"A grammar-school boy became so
obstreperous that his teacher, new in
her vocation, young and pretty. de-
termined to try the plan of keeping
him in. After school she sat with
grim determination until it became
dark, and then let him depart. What
was her establishment to find the youth
awaiting her At the gate. He greeted
her with: ''1t's too dark for a young
| lady to be alone in the streets. Will