The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1893-06-11
THE LITERATURE OF ADVERTISEMENTS.

1t Is no longer an objection to q pews-
paper that it contains advertisements.
On the contrary, there is reason to be-
lieve that paper which should contain
no advertisements would be not only be-
hind the times. but fail TO give it's read
ers a feature containing much current
and useful information. and. wlthal,
much entertaining reading. Thousands
of people regard the advertisements in
daily paper as part of its local news. In
late years the writing of advertisements
has become q special feature in Journal
ism-a branch of literature requiring in
formation and calling for brightness and
versatility. The man or woman who
has genius in that direction has more
profitable place in current literature
than have many of those who see their
articles in magazines or their names on
the title pages of current fiction. The
wide-awake business man. who sees the
great advantage of space in news
papers columns, has come to under
stand the Importance of having
il filled with matter which will be sure
to so attract the reader that he. and par
ticularly she. will look for it every day,
and will experience feeling of disap-
poiutment if it is not found.
Ii one should assert that a history of
any recent period could be written from
the data supplied by the advertisements
of the newspapers, the statement would
scarcely be believed until one could
give it consideration, after which he
would conclude that it might be done.
From the advertisements of newspapers
an expert might write the history of the
railroad development in this country.
The scanty cuts of locomotives and cars
would furnish an outline. while the i'm
provements and advantages set forth in
the advertisements would furnish a
writer, if he possessed a fair amount of
originality, with the filling for the work.
The financial history of the government
could he fully written from the adver-
tisementsof treasury officers and bank
ers dealing in public securities.
Doubtless, advertisements in New
York commercial papers would show
that. late in 1860, United States
loan could not be placed at par bearing
6 per cent. interest. Similar advertise
ments would show not only the rates of
interest such securities bore during diff
ferent periods, but the fact of the issue
of Iegal-tender greenbacks and the pre-
MUM which gold commanded from time
IN time The results off great battles
during the war and the popular feeling.
whether hopeful or despondent, could
be told in the ups and downs OF the
prices of bonds in gold in currency.
Without other record, the collapse Of
the rebellion could be told from the fall
in the premium on gold and the
sale of seven thirty bonds. The adj
vertisements of treasury and bank d.
rectly after specie resumption. announc-
ing the sales of millions of four-per-
cent. bonds and of the premium which
these bonds commanded after brief
season, tell as eloquently and accurately
the story of the achievements by which
the rate of interest paid by the United
States and the people was reduced
nearly one third as did the official re-
ports of Secretary Sherman. The de-
velopment of American industries can
| be clearly traced in the advertisements
announcing novel home products. Tran
sient as are the fashions of dress. the
clever writer could tell their rise and
| fall from the outlines supplied by the