Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1889-01-19

hed, its local intelligence interesting and
complete, its personal columns all that could
be desired, yet if it has not Advertising
good, profitable, paying advertising
the fact that it fills long felt want will
not save it from death or its publisher from
bankruptcy.
The first exam Die of an ancient advertise
ment is this one published in the Janua'y
number of the parliamentary paper called
the Mercurius Politcus for the year 1852. 1t
reads as follows:
IRENoDIA GRATULATORIA, an Heroick
Poem; being a congratulatory panegyrick
for my Lord Generals late return, summing
up his successes in an exquisite manner.
To be sold by John Holden, in the New
Exchange, London. Printed by Tho. New
court, 1902.
The book advertised related to the recent
victories of Cromwell in ireland and was very
tiatte ring to the great commonwealth leader, a
style of composition which was peculiarly
acceptable To him, and was only one of the
many publications of that time which had
for their subject the adulation of the sus-
ceptlbe Protector Booksellers appear to
have been the first persons to avail them
selves of the advantages of advertising, as a
majority of the earlier advertisements like
this first example are announcements of
books.
Patent medicines are usually considered ii
product of our modern civilization, but such
is not the case, for they too are of ancient
origin. The first medical advertisement was
printed in the ear 1850.
The patent medicines of these olden times
must have possessed more virtues aud been
more etficacious than our modern remedies
if we may credit the following test of Riga
Balsam which appears TO have been the Sal
walton Oil of that day. the test of this won
derful curative was as follows
! Take hen or a ram, drive nail through
its skull. brains and tongue then pour some
of the balsam into the wound. it will direct
ly top the blood and cure the wound in or
3 minutes, and the creature will eat as be-
fore.
Ecclesiasticus: Chap. XXNIII, yer. 4,
THE Lord hath created medicine out of the
earth, and he that is wise will not abhor
them"
This sounds like the modern advertise
ment of Anti-Fat
The Imperial Etherealizing Syrup confers
the figure of sylph within fortnight,
without AFT citing the health or endangering
the const tut o
Up to loss advertisements appeared OF ly
a dozen in any one paper. They were not
50 particular in those avs to have advertise
ments at the head of column next to reading
matter &c, or if they were the publishers
did not give them that ever desired position
for the advertisements were usually stuck in
the middle of the small journals though
sometimes they formed the tail pieces. 1t
was not until the early part OF the present
century that that liberal and systematic plan
of advertising was commenced which is the
wonder of or day.
| 1t is by no means unusual TO hear pc. sons
remark upon the degeneracy Of our age aud
even express fondness and longing for the
purity aud innocence of early days. These
are the people that would make US believe
that the world is growing worse year by year,
and are continually airing their pessimistic
theory for the benefit or harm of whom it
may concern. Such persons think, because
the newspapers give account of so May
crimes, that crime must be on the increase.
Let them consider for a moment what a
record could have been given by a newspaper
published in Israe in the time of David, if
it had been possible then to have collected
the news OF that small nation alone, saying
nothing about the barbarlties of the sur
Toundinv countries.
counts of prize nights, cut 40 paper would
consider II respectable 10 publish an atNer-
tiseIneut OF such event. vt In these good
Oh tines whici, the pesslmist signs for,
Prize fighting among me@ coult net have
en- considered such crime surely If we
can ere dit this a lyertlsement whica A paper
published in l.22;
CHALLENGE 1, Elizabeth wilkinson of
/ Clerkin~ ell, having some words with Hannah
Hyied, and requiring satisfaction, do invite
her 10 meet me on the stage, and box me for
three guineas each woman hodIlg half
crown in her hand aud the first woman that
drops the money 10 loose the battle
ANSWER. |, Hannah Hy field of Ne sgate
Market hearing vi the resolution of Eliza
beth WllkIrsoH, will not fail, God willing. to
give her more blows than words, desiring,
home blows, ami from her no favor; she may
expect good humping
A tenant ~ England vhO under his lease
was required to leave the premises in the
same condition in which he found them,
thought it necessary TO advertise As follows
WANTED IMMEpIArELN-ro enable me to
leave the house winch | have for The last
tive years inhabited in The sar,, plight and
condition in which fourd il. 500 live rats,
for which ell gladly pay ihe I'm of f5
slerllug; and a. cannot iaa's The farm at
tarhsl thereto in the same oder in which |
got it vi bout at least 1000. 600 of docks,
lackous (rctJsA. I do hereby promise a
tuithar sun o. Is sterling for said number
of 10 Sens.
B.-The rats must be full grown and
no cripples.
Dated 3lst October, 1916.
| The di ission of circulation know is a
delicate subject before al association of ed
itors. You all 10 doubt have heard of the
reply of the editor to the doctor who spoke
slightingly of his circulation. The doctor
placed his ear to the editors heart and sadly
muttered, Poor fellow; circulation almost
gone ~ The editor raised himself and
gsspcd IT'S false we have the largest
circulation of any paper in the country"
Consistent to the end, he lied a. he died.
In endeavoring To inerea.e the number of
you papers circulation az the same time
make ii more desirable as newspaper ard
if the editorial department is put to the
front and time and brains spent in its per
lection you will find that the business de-
partmeut viii be quick ~ iolow and will
derive material bent ,it from the improved
reading columns.
Permit me again to say in closing fix your
rat q living price and then adhere faith:
fully to them. 1t may be difficult at first and
perhaps not SO profitable, but IN the end it will
give you increased revenue AMI better bust
ness This We think is one of the most essen
tial things in laying the solid foundation of a
successful advertising business and it will
succeed in time, and you will reap the bene-
fits. Above all. gentlemen, make a clean
respectable newspaper and if you do not
have your reward in wealth and honor. you
will have it in the pleasing consciousness
that you have contended va iantly for right
and can take to yourself the solace of Whit
tiers lines:
Thy task may well seem over hard
Who sestterest in Il thankess soil
Thy life as seed, with no reward,
Save that which duty gives to toll.
Yet do thy work; it shall succeed
In thine or in another's day;
And, if denied the yctors need
Thou shall not lack the toiler's pay.