The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1896-06-04
NEWSPAPER ADVERTISING.
Mr. A. }. Balfour, the English States
man, elves An Opinion On the Sub
jeCt.
[ New York SUM-

New York Sum-
Mr.. Baltour showed true discern
ment when he remarked in a speech
before the English Newspaper Society,
some time ago, that the newspaper
''ln It's capacity as an advertising
agent IS, after all, Of the first import
ancc to any civilized society, inasmuch
as it brings together those who have
something to sell and those who have
something to buy The general
news and comment and s'all the other
machinery OF communicating inforpla-
ton to the public,'' he added. ''really
are not Of more Importance to the COM
munlty at large than the power of COM
munlcatl0n by advertisements
1t is not too much to say that the
development of modern civilization has
been assisted by no agent SO power
tul as the newspapers; and the progress
OF all trade, enterprise, and invention,
which has distinguished the century,
and more especially the last genera
ton, has been accelerated by no means
more effectual than newspaper adver-
@ether 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 facilitating
and vastly increasing their means of
communication, it has helped to re-
duce prices, to stimulate the competi-
ton and emulation from which comes
Improvement in production, and to
multiply the demand for tie materials
aud the appliances which contribute to
advancement Of civilization. The ad-
vcrtlsement carries Immediately to the
remotest regions information formerly
obtainable only by the few and near,
or which slow y extended by hearsay
from the great central markets. With
the assistance of improved means Of
transportation and communication,
largely dependent on it also for the
publicity necessary to their prosperity,
it has changed the whole face Of mod
ern society, given uniformity to its
wants, and opened up to the inventor,
the manufacturer, and all producers a
market which is worldwide. The sign
OF the merchant is no longer confined
to his immediate place of business.
lie 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 ADVERTISE
ment only. Only by meaEs of the adj
yertsement can they both supply and
make generally known private wants
| upon which their welfare depends.
They serve as labor exchange, di-
rectory, a bulletin, price list and a
wise impossible for traders and pro-
| ducers.
The benefit that comes to a great
newspaper from its advertising is inf
Intestinal as compared with that re-
ceived by the advertisers themselves
and by the public. The opportunity
to purchase the publicity it affords is
a privilege which, as Mr.. Balfour says,
is one of the most important conferred
on society by the growth and develop
memt of the newspaper. Whatever
| tends to increase the circulation and to
| deepen the respect and confidence in a
newspaper, inures directly to the ad-
vantage of the advertiser. The news
paper also gains in its power to ser"e
the interests of the public in extending
| the range of its information, and ele-
waiting the quality of its intellectual
ability, by thus securing the interests
of the advertiser.
All the public profit by the profit it
receives rs a means of communication
between the buyer and 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 as
sistance of advertising support, it
would be valueness to the advertiser.
Practically every departments of trade
in New York which has grown to great
activity has been fostered, first Of all,
by the advertising. Merchants, not
many years ago unknown beyond a
narrow neighborhood, have by this
means pushed their names and their
business into distinction which ex-
| tends through the Union and even
| throughout the world. Little shops
with petty trade have developed
rapidly into great bazaars under the
| stimulus Of advertising. New meth
DDS of business which have Injured to
the public profit have been made pos
| siblC by its means. AS the dealers
market has been thus extended, he has
been able to reduce prices and yet
| nl-n n E, 10 Of +
| ly increased sales.
| The use of advertising advantages
ola great newspaper is really only in
| the beginning of its development. So
far it has barely touched trade as COM
pared with extent to which it will be
carried as business sagacity learns
to appreciate its advantages, ,unequaled
by any and all other methods Of invit-
ing patronage for nearly every depart
ment OF business. The art Of prepar-
ing advertisements so that they shall
attract attention and provoke interest
is also greatly improving at this time.
They are beginning to be constructed
with really admirable literary skill.
Their typographical appearance in the
newspapers is much better than form
erly, especially for the advertiser. The
advertisements have become more
than ever principal feature of inter
esting and important information
Their value to the advertiser is greater
than ever, while more than ever tht
public are looking to them as guides il
making their purchases and indication:
Of business enterprise by which they
can profit. As a rule, in the retail