The Wilmington daily Republican. (Wilmington, Del.) 1890-1902, 1899-06-08
AONNERs UNIQUE Dg
't''''s ri ~ ~ -
HOW THE qREAf PUALlsHER SOLD
HIS eogN1Ry HOUSE. ~


ana H1ected 4 satissaotory sale.
Horace Greeisy,i Blunt views ON
nS--..... .s..-,,..m.,t, s,,..
In the course Of $50 years advertising
has 6aveloped into an art. but IL doubtless
hos r,anv nav and surnr,s,nu features
.",, -. ..a a.. ~. ,,,t,,ra
h'Ia 1n io'o ',,. ~. Wv .s .s u,
some inoe''Asens peop.o piois'e 1.nsu'
lar ignorance OF the nature OF an adver-
tisenent, and they are all the time urging
newspapers to publish, free OF charge,
reading matter which plainly serves the
private interests Of those who hand 1t in
or request its preparation.
This sort Of thing used to make old
Horace Greelcy mad and it drew from
him the following pertinent advice:
''When you want an article inserted to
mbserye some purpose other than the pub
lie rood, you should offer to pay for it. 1t
IA not lust that you should solicit the use
Of columns not your own to promote your
own or YOUR friends private interests
without offeFimer to No. for them. The
fact that you spu a suhscriber gives You
no RIGHT in this respect; II the paper Is not
worth its price, DON'T take 1t. If you wish
10 use the columns of any journal to pro-
mote YOUR own or some other PERSONS
private interests, offer to pay for 1t; there
Is no other honest way"
when Swain published the Philadelphia
Public Ledger, he held Greeley's views
ab6,at advertising.
On one occasion gentleman asked him
to Insert without charge an advertisement
for poor widow.
Cant do It," said Swain; "business Is
business, and charity Is charity"
"Won't you reduce your price'" asked
the gentleman.
irNo, sir. You will have to pay the reg.
ular charge, ST."
With great reluctance the other handed
over tho money and was about to leave
v when Swain took a $40 bill from his vest
pocket.
please give this to the widow" he
said, "and hope it will help her.
For many years ingenious advertisers
have filled the papers with business notices
which oven with the announcement Of
some Important event and conclude with
a few lines about a patent medicine or
sewing machine.
This style OF advertising is very old.
More than Go years ago Henry ]. Ray
mond was engaged to write every day
fancy advertisement of some vegetable
nils, and his contract made 1t necessary
for him to connect the pills with some
leading event of the day in order to at
tract the attention of his readers. Ray
mond did this work with the same ability
and energy which he afterward displayed
as the editor Of a great paper.
Tho story Of how Bonner sold his coun-
try residence may be Of interest. He want
ed to DISPOSE Of the place, and, having no
confidence In ordinary real estate adver-
tisemepts, he published the following in
several daily papers:
IT hereby offer for sale my country resi-
denco near Melrose station, where have
lived for the past three summers, but do
non think l could live much longer. l
have heard that people desiring to pur-
chase a country home could never find one
where tboy he'd chills and fever; it is al
wavs n mile or two off, but never right
there. Mt the Mace that is for sale. Now,
I Offer for sale curiosity, something rare,
the nreoIse. exact spot where YOU will find
chilIs and fever. will warrant 1t to be
there. Three of nv children have 1t; my
Gardener hns II. NV groom has the pre-
mon;torv svmntoms. and I have touch
of n mvself ANY doctor with large fam
ilr who has n sure cure for fever and apue
would AND this n most eligible situation
me naiyhborhood ia full Of the disease,
and if he could keen it ont of his own fam.
ilv n would give him reputation that
would insure his fortune Besides the
f,vor and aoue tho estate consists of a
t1ne double house, with all the modern
conveniences and two acres of land, with
n good harm and stable. IT is really
beaut;ful nlace The grounds are hand.
somolv laid ont with choice trees and
sbrnbbsrv These trees afford not only o
d,j,ohtfnl shelter. but harbor for mos
ouitoes. The mosquitoes thus far have
not been 80 much affected by fever and
ay1,e as to nreyent their bitinr-in fact, 1t
Il n good place for mosquitoes l bought
Il to please nv wife and shall leave 1t to
u]ecxe the whole family. Terms. cash, l
am afraid anv security would ret the fever
and auue and become shaky. Tho town
authorities ara improyine the adjoining
streets and II thew drain the place al thor
ougblv nc thew do the noclets of the land.
ow,,o,.s n NAV hacoma healthy
This remarkable advertisement was
talked about and coined, and thousands of
nonnIo made innuiries about Melrose sta.
t,on and tho Donner n,nce The fact came
ont that n suffered no more from fever
and acne and mosouitoes than other local.
it;es IN that region. and the result was
that n Was sold for "A yery satisfactory
nr,c,
Tbe Nav York Herald once not some
,rnrtahls sdvertia,no in n o1,eer way,
IT. saoms that Tbe Herald refused to
,r;n+ the acknowledgements, Of tho Naretezk
a,,ars AVA porru,,,, - mnse,,m Tho tbeat.