Waterbury evening Democrat., 1890-11-15
ADVERTISING PAYS.
A, Fact Established Many Hum
 dreds of Years Ago.
Means Of Announcing Wares Before the Day of the Newspaper-The Continent
 al and English BeIl-Men-lTod-
 ern Advertising Enterprise.

The wise in the business world have for many ages avai1ed themselves of the 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 medise-- val criers used to carry a horn with which to fix the attention of the people when about to make proclamation or publication. They formed well 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 very early per iod formed themselves into a corpora- tion, and in 1858 obtained from Philip Augustus favorable statutes of the most tyrannical kind.
 In England the public criers appear to have been 8 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 crier 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 a means of adver- tising has seen his last days. Nearly three-quarters of century ago in En- 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 priIt- cipal thorOughfares with great bill- boards strapped on either sido of then, to attract public attention.
 The first regular newspaper, The Ger tain News of This Present Week, pub lished in London in 1929, contained no advertisements; but in 1882 advertise ments appeared in something like the present form in the Mercurius Politicus. Books were the articles earliest adver- tised. Tho great plague in London brought forth the first medical adver- tisements. In 17o0 Addison, reviewing the advertisements of his time, speaks of their 'cuts and figures" The Lon don Times was established in 17SS, but did little to reduce advertising to sys- tenn, but demonstrated it's value and im- portance. The first American daily journal, the Independent Gazette, of New York, 17s7, in it's second year con- tained thirty-four advertisements. From that time on the growth of American advertising developed the fact that ex- tensive advertising was legitimate necessity to trade. The other great metropolitan papers founded since 1883 have greatly popularized advertising. A special feature adopted about this time was "business notices" and Especial notices," commanding high prices.
 The demand for systematic advertise ment became so great that about 1898 the first "advertising agency in Amer ica was established. The business has so grown that now for a single firm to advertise to the amount of $2o0, ,0Oo 6 year excites little surprise. But these agencies are too slow for great modern bazars, who change their advertisements almost daily. They employ an adver- Using expert as one of the personnel of their establishments, whose only duty it is to prepare advertisements for the newspapers. Besides the advertising | agencies there are now engraving com panies" devoted entirely to furnishing pictorial cuts for advertisements. Printers ink" used as synonymous with advertising, has become recognized as an essential to success in the com mercial world. An advertising expert ranks as an artist and commands a cor responding salary. It is not merely in the enumeration of wares and goods that he9 excels, but in the fine line draw ing'' of seasonable hints and attractive | suggestions.