Waterbury evening Democrat., 1889-09-04
SENSIBLE ADVERTISING.


 SENSIBLE ADVERTISING. Advertising is the soul of commercial success. This is the teaching of ex- perience and the experience of business men. It follows, therefore, that the better, more judicious and more sensi ble the advertising done by merchants, the more certain is likely to be the suc- cess of their business. The men who have been most successful in business have always been those who have shown the keenest talent for advertising their wares.
 We are led to these reflections by the disposition that has shown itself of late among New York retail merchants to depart from the custom of recent years of massing their advertisements in the Sunday papers. A moro general distri- button of their advertising announce ments through the daily issues of the week are bringing better results. It is probable, too, that the New York mer- recognition of the fact that the value of an advertisement decreases according as the size of the paper and the number of advertisements crowded into it's columns increase. An advertisement in a small, sharply condensed, well arranged paper is invariably of more value than one that is hidden away in the seldom read pages of a folio publication.
 And what is sauce for the New York merchant in this matter is meat for the Waterbury merchant. Thus, an adver- tisement in paper the size of the DEM ocRAT, showing up as it does to every one of it's readers, returns more for the investment than one that is hidden away in the inside pages of the local mugwump organ and that seldom reach es the eye of the reader. Then, too, the circulation of the DEMOCRAT is largely and almost entirely local. Its subscrip- tion books are not padded by large list of country patrons who seldom or ever visit Waterbury to purchase supplies from it's merchants. Our patrons are almost entirely residents of Waterbury, people who buy all their supplies from local merchants and whose patronage is largely determined by the advertise ments that appear in our columns. It is for this reason that advertising ill the DEMOCRAT pays, that no money invested for advertising purposes in Water bury brings quicker returns or more cer- tain pofits. Merchants who advertise in their money every time. Our circula- tion is steadily increasing; an active energetic and resourceful canvassing agent is on his rounds constantly among the people. At the rate of success that has attended his efforts since he began his labors the DEMOCRAT is destined ere many months to have the largest local circulation of any paper in Waterbuly and we have little solicitude for any but 8 local circulation. Local merchants who desire to make known their ware! to the people, who are ambitious to bt known as enterprising and sagacioui business men, cannot afford to ignore the value of the DEMOCRAT as success full and profitable advertising medium
 We have room for several moro col umns of permanent local advertising for which our advertising agent is read, and anxious to make terms with thos who desire to improve the opportunity For the reasons indicated above an, others that can be made easily apparen by our advertising solicitor it will pa. those of our merchants whose advertise ments are not placed with us to avai themselves of the opportunity to secur space in the advertising columns of tn DEMOCRAT.
 PROMINENT railroad men have joine' in asking the interstate commerce com mission to bring about, if possible, tn adoption of automatic brakes and couI lers on freight cars in the United States It is held that the reform is entirel practicable and that proper regard fo human life and limb suggests the chang without delay. Certainly there ar numerous deaths caused every year b the present system of braking and coup ling on American railroads, and if tn