Telegram-herald., 1889-11-08

tsrsa sn sL.s aeaoaal slaggsf beilsf. trl
Ar h-ffett slo is o. al snteuis al
pisrpasss peat. ssys tAAs tof ~Fe1y
E.ana tlAg be hss spsnt n prinlei . iiiA.
p4sut IL paste. hs "a s-ec.s 81 sf'~n- ten
J. ~4s tllis eoEcern which sll.stea tbe
be.t bIasaee ~ tie koyai Ae@1einf ~
tie eK~euglaa ~ is zarergteps scaeEaes
H. Is 20. 2aas.lsl - la.y . .J9 ieF a. -
cePs4eis aesagn. aud lasre are scores q
artislicals painted pictures ca TIE dead
walls of London Yer which lie h4S paid
as aueA As 800 spieas but with aim,
as with nearly every other successful
advertiser. dad ~all advertising Is sec
oat4ry . newspaper advertising. III
10 printer ink that pays the best after
al, 80 hnd that ths quickest response
always comes from newspapers ana Pc
riodic4ls."
NOu NAV have some faint idea OF What
such concern spends Ia advertising
when l tell YOU that Pears people paid
$50 900 $3.50 900 IN LAYING the words.
Good morning. Have you used Pears
soap" before the public and that they
thiak they never made better invest
melL For Sir j. Mlllais Bubbles
they paid a. sou Here Is something Tor
American business men 90 put in tAelr
Ipes and smoke. Pushing Pears aIe
TWO other soaps. BrO0ke's and the sun
light, she former made by an Ameri-
can house. with headquarters in Phila-
dr'PaiA. The soap people. by the way.
tell u-e that II pays 10 advertise soap
only ia English speaking countries.
soap is not in demand in any other.
Ia this country the newspapers too
often have 70 run after the advertisers
instead Of the advertisers running after
them. Not so in England. There the
question Of the utility OF advertising is
past the point Of argument IL is only
question of choice Of mediums and
methods and whether the advertiser can
get the space that he wants in the me
dium OF his choice. In the counting
rooms of the great dailies and OF such
periodicals as Punch, The Graphic, the
Queen. The Field, etc, there Is a sub
lime air of take it or leave it on the
part cf the men behind the counter.
Some papers 50 rigidly limit the space
given 10 advertisers that one must wait
weeks or months for the appearance O.
his announcement, and then perhaps
accep, half less room than lie asks
Perhaps this difference is due in some
degree 20 the fact that English publishers
show their own faith in advertising by
taking their own medicine in most liberal
doses. All of the big daily uewspaper.-
except perhaps, The Times. which is a
law unto itself-are liberal advertisers.
Some have one method and some another.
but all manage 70 keep before the public
and have themselves talked about. In
turn. their own advertising spaces are in
great demand, at prices which are high
compared with the low rates ruling on
this side Of the Atlantic. In six consecu-
tive DAYS The London Times devoted 2O6
columns To advertisements and POS TO
other reading matter. In the same mum
Der Of issues The Daily Telegraph pre-
sented 20l4 columns of advertising and
only 1924 of other matters. The Daily
News gave 1891 Of its 336 columns TO ad-
vertising. The proportion of advertise
ments to pure reading matter in the
great American newspapers is smaller,
but with us it is not always easy, even
for the expert eye, to tell the one from
the other.
The Daily Telegraph, which claims the
largest circulation in the world. and The
Petit Journal, of Paris, which long ago
distanced it in the race, are large bill
board and dead wall advertisers. and The
London Daily News follows on the same
lines. BY the way, have often seen
half a column or more of journalists
wants and journalists wanted, the former
predOminating. This class Of advertisers
is very rare with us outside of papers, Of
which Mr.. Forman's Journalist is easily
chief, devoted to the newspaper men and
their interests. The Daily News pub
fishes It's rates in displayed type under
the editorial head. | copy the following
announcement that American publishers
and advertisers may make their own COM
PARSONS:
IMPORTANT TO ADvERTIsERS