The Hocking sentinel. [volume] (Logan, Ohio) 1871-1906, 1891-01-22

The wise in the business world have
for many ages availed themselves of the
science of advertising, says the Wash
jngton 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 medip-
val criers used to carry horn with
which to fix the attention Of tho people
when about to make proclamation or
publication. They formed a we'll Or
ganized body in France as early as the
twelfth century. Under a 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 gem
eral statute. They at very early per-
iod formed themselves into q corpora
ton, and in 1855 obtained from Philip
Augustus favorable statutes Of The most
! tyranpical kind.
In England tho public criers appear
to have been a 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 sbilIty and
power" After awhile the bel!-man or
town crier was appointed for the benefit
of the community at large. In most of
tho cacntry towns of Great Britain, and
even IN London, there are still bell-men
and parish criers, though their Offices
are. little more than sinocurcs. The
provincial crier's duties are of tho 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
thren-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 prin-
cipal thoroughfares with great bill
boards strapped on either side Of them
to attract public attention.
The first regular newspaper, Tho Ger
tain News of This Present Week, pub
lished in London in 1922, contained no
advertisements; but in 1852 advertise
ments appeared in something like the
present form in the Mercurius Politicus.
Books were the articles earliest advcr-
tisea. The great plague In London
brought forth the first medical adver-
tisements. In 100 Addison, reviewing
the advertisements of his time, speaks
Of their "cuts and figures" The Lon
don Times was established in 1883, but
did little to reduce advertising to sys-
tenn, but demonstrated its value and i'm
portance. The first American daily
journal, the Independent Gazette, of
New York, 1857. In its second year con-
tained thirty-four advertisements. From
advertising developed the fact that ex-
tensive advertising was legitimate
necessity to trade. Tho 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 dor,and for systematic edvertise-
ment became so great that about 1928
the first advertising agency" in Amer
tCo WtkS CSb2OilSuCU. 1D9 DuSlueSS has
80 grown that now for single firm to
advertise to the amount Of 5000, ZOO =
year excites little surprise. But these
agencies are too slow for great modern
bazars, who change their advertisements
almost daily. TheJ employ An adver-
tising expert as one OF the personnel OF
their establishments, whose only duty
it is to prepare advertisements for the
newspapers. Besides the advertising
agencies thero aro 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 cor
responding salary. 1t is not merely in
the enumerati ton of wares and goods that
he excels, but in the ''fne line draw
ing" OF seasonabls hints and attractive
3upruStiOps