The Hocking sentinel. [volume] (Logan, Ohio) 1871-1906, 1891-04-02
ADVERTISING PAYS.
A Fact Established Many Hum
dreds OF Years Ago.
Means OF Announcing Wares Before the
Day of the eEewspaper-The Continent
al and English Bel-Ien-Mod-
ern Advertising Enterprise

The wise In tho business weTld have
for many ages availed themselves of tho
science OF advertising, says the Wash
ington Star. One of the most ancient
modes OF attracting public patronage
was by means Of public criors long be-
fore the age OF printing. The medi9-
wi criors used to carry horn with
which to fiI the attention OF the people
! when about to make a proclamation or
publication. They formed woll or
ganized body IN France as early as tho
twelfth century. Under u charter from
Louis VII. they were entitled to q penny
for every time they blew their horns,
and could force themselves upon tavern
keepers to cry their wares under 4 gen
eral statute They at a very early per-
iod formed themselves into 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 National institution at
al 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 bel!-man or
town crier was appointed for tho benefit
of the community ut large In most of
tho oprntry towns of Great Britain, and
even in London, there are still bell-men
and parish criers, though their Offices
are little more than sinecures Tho
provincial crier's duties are of the most
varied description, and relate to objects
lost or found, sales by public auction or
private contract, weddinga. ohristenings
or funerals.
But the bell-mau as q means Of adver-
tising has seen his last days Nearly
threo-quarters of q century ago in En-
gland 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 the prin-
eipai thoroughfares with great bill
boards strapped on either side Of them
TO attract public attention.
Tho first regular newspaper, Tho Ger
tain News of This Present Week, pub
nshed IN London in 1G2o, contained 10
advertisements; but In 1889 advertise
ments appeared In something like the
present form In the Mercprius Politicus.
Books were the articles earliest adver-
tised. The great plague in London
brought forth the first medical a5ver-
tisements. In 17oO Addison, reviewing
the advertisements of his time, speaks
Of their 'cuts and figures" The Lon
don Times was established In 1TSS, but
did little to reduce advertising to sys-
TEN. but demonstrated its value and i'm
portance. The first American daily
journal, the Independent Gazette, Of
New York, 1TS7, in its second year con-
tanned thirty-four advertisements. From
that time on tho growth Of American
Advertising developed the fact that cx-
tensive advertising was legitimate
necessity to trade. The other great
metropolitan papers founded since 1888
have greatly popularized advertising.
A special feature adopted about this
tine was "business notices" and
special notices." commanding high
prices.
Tho demand for systematic advertise
ment became SO great that about 1928
the first advertising agency" in Amer
.ca was established. The business has
30 grown that now for single firm to
advertise to the amount Of 500, 900 a
gear 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 o. |
their establishments, whose only Luty |
It Is to prepare advertisements for the |
Besides the advertising |
agencies there are now engraving COM |
paaies" devoted entirely to furnishing
pictorial cuts for advertisements.
Printers ink," used as Synonymous |
with advertising. has become recognized
ls an essential to success in tho COM
nercial world. An advertising expert |
.aEls as en artist and commands a cor
salary. 1t is not merely in
,he enumeration Of wares and goods that |
le excels, but IN tho Zine line draw
ng" Of seasonable hints and attractive