Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1895-05-17
PRESS COMM ENTS.
Mr.. Ba'iour on Newspaper Advertising.
IN. Y. Sum-

IN. Y. Sum-
Mr.. BalfOur shows true discernment
when he remarked in a speech before the
English newspaper society, the other even
ing that the newspaper in its capacity
as an advertising agent is, after all, of
the first Importance to any civilized So
cety, inasmuch as it brings together those
who have something to sell and those
who have something to buy" The gem
eral news and comment and ''all the 9th
er machinery of communicating informa-
ton to the public he added, really are
not of more Importance to the community
at large than the power OF communica-
tion by advertisement.
1t is not too much to say that the de-
velopment of modern civilization has been
assisted by no agent so powerful as the
newspaper; and the progress Of all trade,
enterprise, and invention, which has dis
tin guished this century, and more espec-
tally the last generation, has been acceler
ated by no means more effectual than
newspaper advertising. The advertise
ment brings together the seller and the
buyer, the supply and the demand, as in
former times and to comparatively
limited extent they were brought by the
fairs and market days BY thus facilitat-
ing and vastly increasing their means of
communication it has helped to reduce
prices, to stimulate the competition and
emulation from which comes improve
ment in production, and to multiply the
demand for the materials and the appli-
ances which contribute to the advance
ment of civilization. The advertisement
carries Immediately to the remotest re-
gions information formerly obtainable
only by the few and near, or which slowly
extended by hearsay from the great cen
trail markets With the assistance of i'm
proved means of transportation and com
munication largely dependent on it also
for the publicity necessary to their pros
perity, it has changed the whole face of
modern society, given uniformity to its
dress and its wants,nand opened up to the
inventor, the manufacturer and all pro.
ducers a market which is worldwide.
The sign Of the merchant is no longer
confined to his immediate place of bust
ness. He puts it in the newspaper for all
men to see. Information requisite for
everybody is obtainable by the great mass
of the public from the advertisements
only. Only by means of the advertise
ments can they both supply and make
generally known private wants upon
which their welfare depends. They serve
as labor exchange, a directory bulle-
tin, price list, and means of obtaining
distinction OF b orwise impossible for trad
ers and producers.
The benefit that comes to great news
paper from its advertising is infinitesimal
as compared with that received by the adj
vertisers themselves and by the public.
The opportunity to purchase the publicity
it affords is privilege which, as Mr. Bal
four says, is one of the most important
conferred on society by the growth and
development of the newspaper. Whatever
tends to increase the circulation and to
deepen the respect and confidence in a
newspaper, inures directly TO the advantage
of the advertiser. The newspaper also
gains in its power to serve the interests Of
the public In extending the range of its
information, and elevating the quality of
its intellectual ability, by thus serving
tho interests of the advertiser All the
public profit by the profit it receives as
means of communication between the
buyer ana the seller. Without publishing
the advertisements, it would be deficient
in some of the most useful information of
the day. Without its other contents,
maintained at the highest standard only
by the assistance of advertising support,
it would be valueless to the advertiser.
Practically every department. of trade
in New York which has grown to great
activity has been fcstered first of all, by
advertising. Merchants, not many years
ago unknown beyond a narrow neighbor-
hood, have by this means pushed their
names and their business into distinc.
tion which extends through the Union
and even throughout the world. Little
shops with petty trade Lave developed
rapidly into great bazaars under the
stimulus of advertising. New methods
OF business which have Injured to the pub
lie profit, have been made possible by its
means. AS the dealers market has been
thus extended, he has been able to re-
duce prices and yet make far larger
gain because Of vastly increased sales.
The use of the advertising advantages
OF great newspaper is really only in the
beginning of its development. So far it
has barely touched trade as compared with
the extent to which it will be carried as
business sagacity learns to appreciate its
advantages. unequalled by any and all
other methods of inviting patronage for
nearly every department of business.
The art of preparing advertisements so
that they shall attract attention and pro-
woke interest is also greatly improving at
this time. They are beginning to be con-
structed with really admirable literary
skill. Their typographical appearance
in the newspapers is much better than
formerly, especially for the advertiser.