Daily independent. [volume] (Elko, Nev.) 188?-1915, 1890-12-18
ADVERTISING PAYS.
A Fact Established Many Hun
dreds OF Years Ago.
bIeans or Announcing Wares Before tho
Day Of the NeWspRper-The Continent
al and English Bell-Men-Mod-
ern Advertising Enterprise.

science of advertising, says the Wash
ington Star. One of the most ancient
modes Of attracting public patronage
was by means Of public criers long be-
fore the age of printing. The med ie-
val criers used to carry a horn with
which to Ak the attention of the people
when about to make a proclamation or
publication. They formed VOL Or
ganized body in France as early as the
twelfth century. Under charter from
Louis VII. they were entitled to penny
for every time they blew their horns,
and could force themselves upon tavern
keepers to cry their wares under a gen
eral statute. They at a very early per-
iod formed themselves into a corpora
ton, and in 1858 obtained from Philip
Augustus favorable statutes of the most
tyrannical kind.
In England the public criers appear
to have been National institution at
an early period. They cried all kinds
of goods, and were sworn to tell "truly
and well to the best of their ability and
power" After awhile the bell-man or
town orier was appointed for the benefit
OF the community at large. In most of
the country towns of Great Britain, and
even in London, there are still bell-men
and parish criers, though their offices
are little more than sinecures. The
provincial crier's duties are of the most
varied description, and relate to objects
lost or found, sales by public auction or
private contract, weddings, christenings
or funerals.
But the bell-man as means of adver-
tising has seen his last days. Nearly
-
gland wagons were driven through the
streets surmounted by revolving turrets,
ON which were painted flaming an
nouncements of coming events, and men
on horseback rode up and down the prin-
cipal thoroughfares with great bill
boards strapped on either side of them
to attract public attention.
The first regular newspaper, The Ger
tain News Of This Present Week, pub
lished in London in 1922, contained no
advertisements; but in 1852 ADVERTISE
ments appeared in some thing like the
present form in the Mercurius Politicus.
Books were the articles earliest adver-
tised, The great plague in London
brought forth the first medical adver-
tisements. In TOO Addison, reviewing
. the advertisements of his time, speaks
OF their "outs and figures" The Lon
don Times was established in 1888, but
did little to reduce advertising to a sys-
tenn, but demonstrated it's value and i'm
portapoe. The first American daily
Journal, the Independent Gazette, of
New York, 17Sr, in its second year con-
tanned thirty-four advertisements, From
that time on the growth Of American
advertising developed the fact that ex-
tcnsiVe advertising was o legitimate
necessity to trade. The other great
metropolitan papers founded since 1888
have greatly popularized advertising.
a special feature adopted about this
time was business notices" and
special notices." commanding high
prices.
The demand for systematic ADVERTISE
ment became so great that about 1928
tho first advertising agency" in Amer
lea was established. The BUSINESS has
s. grown that now for single firm to
advertise to the amount of 100000 u
Jear excites little surprise, But these
agencies are too slow for great modern
hazars, who change their advertisements
almost daily. They employ an adver-
Using expert as ono of the personnel of
their establishments, whose only duty
1t Is to prepare advertisements for the
newspapers Besides the advertising
agencies there are now ''engraving com
panios" devoted entirely to furnishing
pictorial cuts for advertisements.
~Printer's ink" used as synonymous
With advertising, has become recognized
* an essential to- SUCCESS in tho COM
meroial world. An advertising expert
ranks as, an artist and commands cor
responding salary. 1t is not merely in
ahe enumeration of wares and goods that
DO excols, but in the "fne line draw.
ing Of seasonable hints and attractive
suggestions.