Mineral Point tribune. (Mineral Point, Wis.) 1869-1938, 1893-11-11
GROWTH OF ADVERTISING
rBF PEBLISHER AND THE 4DVEs.
vwTTsER SHARE THE HARVEST.

One OF the most interesting phases Of
sbe growth Of business in this country
has been the development OF adver-
tislng. Persons who have watched the
newspapers. magazines aud other pub
Bcatons for the last twenty years
rust have notices with some degree
Of curiosity the change that has been
going on in their appearance and won
dered at the increased size of the perl
odicals themselves. together with the
increased proportion Of advertising t.
reading matter. 1t seems to the aver
age reader that there cannot be a pro-
carbonate return to the advertiser TO
nav him for all this extra expense in
advertising, and still it may be said
with every degree of confidence that
advertising in this country is still In
It's infancy. The growth Of newspapers
magazines and all publications has
been the direct result of advertising
THE advertising department Is the
backbone of the newspaper ana at the
same time the advertising Of any ar
tfcle Of merit controls to large extent
its sale; consequently the publisher and
the advertiser meet on friendly ground,
each helping the other to success
Twenty years ago it was considered
quite q big undertaking for an adyer.
User to contract for $4,000 worth OF
space in the newspapers of the coun-
Try. whereas today there are a number
Of concerns which spend anywhere
from 100000 to 100000 year in
advertising in this country alone, 1t
must be understood at the outset Of
this article that no claim is made for
the success Of advertising unless the
article advert Sed p assesses speculative
merit. 1t is true that successes have
been made by men who simply impose
upon the creduity of readers % news
papers. hut their successes have been
short1iyed, for It is the same in adyer.
tsing as in every branch Of business
lit does not take the public long to
appreciate the worthleSSness Of any
article advertised and refuse to buy it.
In selling an article of merit however,
legitimate advertising paveS the way
for ready success, aud newspaper adj
vertSiug is unqueStionably the best
method to employ The newspapers
are the best means for the distribution
Of advertising matter, costing less in
proportion to the number of peoplc
reached and causing the least trouble.
Still there are other methods for dis
Wibution which are very effective.
1T is only necessary to refer to the
history of one concern to show the
value, as well as good business judg
ment, of making known TO the public
any article OF merit through the medt-
um of legitimate advertising. In 1876
there was organized the firm Of Scott q
Bovine in New York city. The mem
hers of the tirm-MeSsrs. Alfred b.
Scott and Samuel w Bowne-had for
three years prior to that time been
experimenting with cod-hyer oil and
had succeeded in making an emulsion
which came up to the standard fixed
by physicia MS. Cod-liyer oil had been
recognized by the medical world for
years as the most nourishing of foods
and the possessor of unusual remedial
properties. It Is a well known fact that
physicians had prescribed plain oil for
years III CdStS NNtlG Li1tAt was "a
wasting away of strength, such as Com
sumption, Coughs and Colds, Scrofula,
Anaemia, Loss of Flesh and Blood
Diseases. 1t was also prescribed foI
Weak Mothers and Children where food
did not seem to nourish them properly.
The objections to it, however, were
that it was nauscating to the taste
and taxed the digestive organs of the
body in getting rid of it. The plain
oil was so difficult of assimilation that
even if the stomach could retain it the
digestive organs were taxed in dealing
with it. When SCOTS Emulsion made
its appearance, however, cod-liver oil
became practicable as both food and
medicine and by the year 1880 SCOTS
Emulsion was fully established among
the medical profession. There was no
effort made TO conceal ;ae formula or
method Of its manufacture, as Messrs.
Scott & Bovine were very anxious to
cooperate with physicians and improve
their emulsion in every way possible
It may be said for the purpose Of Elk
PLANTATION that an emulsion of cod
liver oil means simply the breaking
up of the oil into tiny particles so
that the oil may readily be assimilated.
The great difficulty is in making an
emulsion wherein the oil viii not sep
erate from the other ingredients, thus
going back 10 it's old form, and In
preserving the strength Of the oil by
making an emulsion contain a large
per cent. Of it.
Messls. Scott & Bovine believed in
advertising their preparation from the
start, the same as they have always
believed in elevating It's standard to
the highest degree Of perfection posi-.
bic. Not having much money, their
advertising during the first few years
OF their business was necessarily small,
but In about the year 1852 they began
branching ont in newspapers all over
this country In 1850 they had estab.
lished a factory in Bellaville. Canada,
and about the same time that they
began their extensive newspaper ad-
vertising in this country they started