The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1904-07-27
se Z ondon Times on Adver-
49, X 2
.tlSlng.5

AAoAAA
the Grand Lama at I,assa is hardly
more revered by his Mons olian subjects
t,an is ..The Times, y at London. by the
average Britisher. he TimesHH8is not not
only the greatest paper in the world, E
hut is one of the greatest institutions
that has yet been developed. Age and
Importance have only served ito add to
..Thc Times 2 naturally conservative
methods, and for it to Sad opt any such
modern theory of business as success
I'LL, wide-awake advertising is as much
a shock to the British public as itwould
be to Tibet If the Grand Lama rode in
en- automobile or Used a telephone 81 ne ne
Times has recently undertaken TO adj
vcrtise the freduction@in he price of its
subscription from $50 to SIS, and from
the days when the price Of wheat was
reduced in England there has eldom
been any cheapening Of The necess ties
Of life that has been hailed with more
10Y BY the average English.nan than this
Cit in price of&that great staple among
daily newspapers.
e The method 1.-THE Times" took Of noti-
tying the public was dignified to the eN-
IRENE. 1t announced In the most .lohn-4
Fsonian English that this reduction had Z
been made only for limited time only;
that It would not guarantee to accept
ali applications for subscriptions at the
sotferedSrates, and added other sa feguards
for its dignlty5and reputation which were
apparently understood by the public as
q, proper tribute to conservatism.
gut the formalites were not sufficient
TO shield THE Times" from the perfectly
obvious charge of advertising, The he
Tines has, therefore, come out IN q full
page advertisement in the London spec
tator explaining It's position, It begins
,ts apologics with the following quota.
|8tion: UNA
1--we hear occasionally nowadays some
rather glib and contemptuous talk apout =
Ithe, ubquity and excess OF adv ertlseh|el's
lIla As only human nature to be migrate
FIJI for an expedient which has really
INCREASED our opportunities and our 'l COM 'f-
forts enormously, but which TO the I'M
considering mind becomes. IN some OF @.
Its forms and MS a thing itself, a pes.
.ter,ng nuisance No product Of the hu-
nan nd or mind can obtain market
outside tho very narrowcst sphere With
out advertisement OF some sort. \ "a
| a persistent and vigorous attempt 70
rouse 5preoccupied or negligent humanity
IA a sense Of its own interests, BY bonn
harding the portals of the mind from
overy conceivable vantage-ground. this,
latter all is tho essence Of advertls'ng' n
which both to '"rhe Times and ourselves
appears satisfactorily conclusive,
Why should not the most, dignified pa
ner or person on earth let the public
know OF any advantage which 1t has to
offer, and how can this be done but by
| advertising? No part OF magazine IS
more interesting than the advertisements
No part of n daily paper is more eagerly
scanned than the advertisements. The
advertisement Is a sign post to economy.
i 1t is suggestion to new comforts, 1t
is the market place for an enormously
scattered community. 1t Is a town-crier
! calling at once over a whole State or
country and only heard by those who
are interested, Great MS is the public
benefit of the telephone, the telegraph.
the newspaper, and tho railroad, they
| would all lose an enormous part of their
usefulness to the public II they could
not make their advantages known and
their benefits understood By adyertis-
ing, THAT the London Times should have
seen and used this force Is almost a
final demonstration OF Its inestimable
value.
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