The Hocking sentinel. [volume] (Logan, Ohio) 1871-1906, 1891-05-07
ADVERTISING PAYS.
a Fact Established Many Hun
dreds Of Years Ago.
srsaus OF Annoupcin: Wares Before the
Day Of the Newspsper-Thc Continent
sl and Ing .ish De:l-Men-Mod-
ern Advertising Enterprise.

The wise in the business world have
for many ages availed 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. Tho mediD-
val criers used to carry horn with
which to ax the attention Of tho people
when about to make a proclamation or
publication. They formed well or
GanizeS body in France as early as the
twelftCcentury. Under charter from
Louis VII they were entitled to . penny
for every time they blow their horns,
and could force themselves upon tavern
keepers to cry their wares under gen.
oral statute. They at very early per
iod formed themselves into corpora
tion, and in 125S obtained from Philip
Augustus favorable statutes of the most
tyranaical 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 tho best of their ability and
power" After awhile tho bell-man or
town crier was appointed for the benefit
OF the community at large. In most of
the o3rntry towns of Great Britain, and
even in London, there arc still bel-men
and parish criers, though their Offices
arc lttlc more than sinccures Tho
provincial cricr's duties are of tho most
varied description, and relate to objects
lost or found, sales by public euction or
private contract, weddings, christenings
or funerals
But the belI-man As o means OF adver-
tising has seen his last days. Nearly
three-quarters of century ago in En-
rland wagons were driven through the
streets surmounted by revolving turrets,
on which were painted flaming an
rouncements Of coming events, and men
on horseback rode up and down tho prin-
cipal thoroughfares with great bill
boards strapped on either side OF them
10 attract public attention.
Tie first regular newspaper, Tho Ger
tain News of This Present Week, pub
iished in London in 1922, contained no
advertisements; but in 1852 advertise
ments appeared in something like the
RIccCAt lOEku All bne htTCQLluS EOllblCuS.
Books wore the articles earliest adver-
tissd. Tho great plague in London
brought forth the first medical adver-
tisements- In 100 Addison. reviewing
the advertisements of his time, speaks
Of their ''outs and figures" The Lon
ion Times was established in 17SS. bus
I'd little to reduce advertising to . sys-
n. but demonstrated its value and inn
,-slucc. The first American daily
.rnal, the Independent Gazette. of
wv York, 1857, in its second Jear con-
; acd thirty-four advertisements. From
at time on the growth Of American
.vertising developed the fact that ex-
Gsive advertising WAS legitimate
Il lvcessity to trade. The other great
r,stropolitan papers founded since 1888
tarc greatly popuiarized advertising.
A special feature adopted about this
time was business notices" and
special notices." commanding high
pricos-
Tho demand for systematic advertise
nent became SO great that about 1928
the FIRST advertising agency" in Amer
ica was established The business has
30 grown that now for single firm to
advertise to the amount Of 5000. 200 .
year excites little surprise. But these
agencies are too slow for great modern
oazars, who change their advertisements
almost daily. 1heJ employ an adver-
Using expert as one of the personnel Of
Ineir establishment whose only duty
At is to prepare advertisements for the
newspapers Besides tho advertising
a.; acies thLi-c arc now engraving conf
pa:.ies" devoted entirely to furnishing
pictorial cuts for advertisements.
Printers ink" used as synonymous
with advertising, has become recognised
as an essentia! to success in the COM
mercial wc-ld. An advertising expert
anks as an artist and commands cor
responding salary. 1t is not merely in
she enumeration os wares and goods that
ae excels, but in the "3ne line draw
-ng'' OF seasonable hints and attractive