The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1910-10-21
ADVERTISING A CENTURY AGO
Was Terse and Very Much to the
Point-ExampIes of Early Day
Work.

The advertising business has made
such rapid strides in just the last few
years that glimpse of the ads print
cd in the newspapers OF century ago
forms an interesting commentary Of
those times. On November 16, 1901,
the New York Evening Post came
into existence with four-page issue
five columns wide. More than half
the space was devoted to advertise
ments, which shows not only that the
early publishers knew which side
their bread was buttered on, but also
that advertising was considered a
good business principle by our mer-
chant forefathers. 1t is the quality
rather than the quantity which has
changed with the years, as few sam
pies will go to show:
FOR SALE, Gin in pipes; large
and small green Bottle Cases, COM
plete; GLASSWARE, consisting of tum-
blers, decanters, &C.; Hair Brushes,
long and short; black and blue Dutch
Cloth; Flour. BY Frederick De Pey-
ser"
FOR LONDON, The Staunch regu-
lar trading ship Juliana r. Roth, mas
ter. will be despatched in 10 or IL
days, having half her cargo on board.
For freight or passage, having superb
or accommodations, apply on board at
Old-slip, or to Colt & Woolsey, SO Muir
rays Wharf. We have received per
ship Mercury from Liverpool con-
signment of DRY GOODS, which will
be sold at moderate advance, consist
ing OF two bales Coatings, four do.
Rose Blankets, 10 cases Hats, 4 do.
Hosiery, and 2 trunks Calicoes,
Chintzes. Muslins, Velverets, Cordu-
roys. &c, &c"
The shipping ads, in fact, which
occupied nearly half of the first page,
all ended like the above with a list
of imports for sale, complete enum-
Grafton following, with never hint of
the price. That would scarcely go
down in these days of fierce compe-
tition. The temperance worker may
take heart in the advance of his
cause in that practically every notice
contained a substantial invoice of gin,
NlhhNA4a rum vi OllCl DlDulOuo DCN-
erage. One firm on Water street
closed their long enumeration of
liquors by stating that they also sold
nutmegs, mace, cloves and cinnamon,
showing that modern man has ample
precedent for breath concealers.
OF interest 10 the betting fraternity
was quarter column announcement
of the Troy, Lansingburgh and Water
ford Navigation Lottery.
There was to be 10,7SS cash prizes
aggregating $225,000, ranging from n
thousand dollars down to ten, with
certain other cash bonuses on certain
days. Thirty-seven thousand five hun
dred tickets were to be sold at Sc
each, which would bring in the same
amount as expended Further, the
managers explained that the prizes
would be subject to a reduction of 10
per cent, the lottery being for the
sole purpose of raising thirty thou
sand dollars to improve the naviga-
ton of Hudson's river, between the
city of Albany and the villages of
Troy, Lansingburgh and Waterford
agreeable to the several acts of the
Legislature OF the State. The Tick
cts for the above Lottery are for sale
at Gain G. Tennyck's Bookstore. No.
14S Pearl Street-Prize Tickets in the
New York State Road Lottery taken
in payment" On another page COM
pany lin our enlightened days It
would be Morgan syndicate) an
nounced their purchase of all the tick
cts in the lottery, which would be sold
at six dollars until the both, after
which the price would positively be
advanced to six-fifty. High finance is
not such a lew idea, after all.