Tombstone epitaph., 1891-06-28
ADVERTISING PAYS.
4 Fact Established Many Hun-
 dreds of Years Ago
Means of Announcing Wares Befo' the Dsy of the Newspst per The Contin nt al and Eng ish Be,i-Mea-Mod-
 .rn Advertising EnterPri-s

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. The med iae- val eriers used 10 carry a horn with which to fix the attention of the people when about to make a proclamation or publication. They formed a well or ganized body in France as early as the twelfth century. Under charter from Louis VII. they were entitled to q penny for every time they bleg their horns, and could force themselves upon tavern keepers to cry their wares under gen eral statute. They at a sery early per iod formed themselves into a corpora tion, and in I25s obtained from Philip Augustus favorable statutes Of the most tyrannical kind.
 In England the public criers appear to have been a National tnsutCtiCn at an early period. They cried all kinds of goods, and were sworn to tell "trGly 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 l 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, Cbrisienings l CT funerals
 But the bell-man as a means of adyer- | tising has seen his last days. Nearly l threc-q uarters of a century ago n En- ! gland wagons were driven through the streets surmounted by revolving turrets, on which were painted flaming am nouncements of coming events, and men on horseback rode up and down the prin- cipal thoroughfsrss with great oill- | boards strapped on either side of them
 t~ attract public attention.
 1 The first regular newspaper. The Ger. ! tain News Of This Present Week. pulp | lished in London in lG22. contained no | advertisements; but in 1882 advertise ments appeared in something like the | present form in the Mercurius Politicus | Books were the articles earliest adyer- ] tised. The great plague in London l brought forth the first medical aayeT- l tisements. In HOO Addison, reviewing l the advertisements of his time, speaks l of their .'cuts and figures" The Lon 1 don Times was established in iTSs, but | did little to reduce advertising to a sys- ' tenn, but demonstrated its value and inn ! oortaDce. The first American daily | journal, the Independent Gazette, O
 New York, 17S7, in its second year cor i tained thirty-four advertisements. Froa- | that time on the growth of American l advertising developed the fact that ex- ] tensive advertising was a legitimate
 necessity to trade The other great
 metropolitan papers founded since 1883
 have greatly pOpalarized advertisinf
 special feature adopted about tai | time was 'business notices" and
 special notices" commanding high 1 prices
 The demand for systematic advertise | ment became so great that about 1928
 the first advertising agency" in Amer ies was established. The business has
 30 grown that now for a single firm C i advertise to the amount of S2oO,O00 a year excites little surprise But these ] agencies are too slow for great modern
 bazars, who change their advertisement;
 sIuiost daily. They employ sa adTcr
 Using expert as one of the personnel ot 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 exper ranks as an artiss and commands a cur
 responding salary It is not merely il
 the enumeration of wares and goods tha
 be excels, but in the fine line draw
 ing of seasoDable hints and attractive i suggestions.
 4 RUSSIAN ROMANCE