The Columbia evening Missourian., 1921-06-27
ADVERTISEMENT
1871 A WORK
OFLITTLEART
Layouis Found in Old Papers
Means Of Realizing Ad-
vancement in Past
Fifty Years.
A FEW PICTURES USED
Merchants Used Town Sheets
to Remind Customers Of
Debts-Editor Clas-
sifed Ads.

SlHCu AUS.
In reading modern advertisements one
seldom realizes the vast Improvement
made in newspaper advertising during
the last fifty years. Publicity or sdver.
Using first took the form which We today
call classified advertising" The notices
were dull and dimly printed. offering
rewards for lost dogs, watches and jew
elry. There were some iheaser. sale and
legal ads
Take a glance backward fifty years
and examine advertisements appearing
in Columbia newspapers then. In an
issue Of local paper. dated June 80.
1871, appears an ad wherein one firm
respectfully informs the public thar il
hss received large and magnificent
stock Of family groceries. offered for
sale on most reasonable terms, for cash
OF country produce. Bring on your
green backs aHi produce and We will
endesyor to make it 10 yOHr interest to
Hade with rs. concludes the adj
A livery stable ad says; II. l. Bene-
pie. At the old stand one block west Of
the courthouse. has fine lot Of buggies. !
hacks and saddle horses, and viii charge 1
reasonable rates. Two horses and as
good a buggy as the sown affords for
s. day. Everything else in proportion,
but don't come without the money. We
keep no books
Apparently cash and pay as you go
we're in high favor with Columbia mer-
chants Of 1871. for one clothing firm in
rs adverfisepseni says. "a long expert
ence has taught US that il Is far better
for the buyer and seller 20 pay cash /
and obtain goods al the lowest prices"
Pure Milk and Pure Butter. says
the heading Of John Lsng's Dairy ad-
yertisemeni His notice reads, The
good people Of Columbia whose kind
ness shall always remember, are in
formed that | have established a dairy
on the Hinkson just below the bridge
at Judge Gordon's. snd that | propose
TO furnish customers with pure milk and !
the best Of butter Price Of milk is 20
cents per gallon Milk tickets for sale. !
l pledge myself to run this dairy at !
least u months. hot or cold, wet or dry.
Milk viii be delivered twice a day."
Few pictures or illustrations were used !
in the ads Of this period. In a railroad (
excursion notice, however, the picture {
Of an antiquated engine with two coaches |
was employed to attract attention to the /
excursion from Columbia 10 ST. Louis ,
sometime in August" The rate was s. !
for q round trip ticket. The notice said. ,
tickets good for return any day Of the n
week the excursion runs. Arrangements
may be perfected for the excursion when
/ sufficient number Of names have been l
obtained The ad went on to say that
several hundred tickets had 10 be spoken
Tor before the trip could be assured,
therefore those planning to go on this
excursion must come forward"
Despite the tendency on the part Of
merchants for strict adherence TO cash
sales. there appears 10 have been many
ielinquents and the advertisers used
newspaper space to remind their Gus
Omers Of debts long past due One
iOtice says. I'VE expect all who owe
IS 10 pay up soon. We cannot do
lanking business and run a dry goods
tore, buf must have the money" Ad-
litional advertisements indicated thst &C. :
cunts overdue would be charged for on
he basis Of ten per cent extra. r
Columbia meat dealers apparently be- I
ieyed in advertising in this period. Nu- =
nerOus ads. by butchers appear in the l.
apers Published in 1871. One Of these
ds reads. notice is hereby given that 4
Ie sell good and choice beef at our I
lsrkei house on Broadway, al 10 cents
er pound. A liberal reduction made on q
lrge quantities. We butcher no beef Q
nat is not bought Of farmers in Boone
Oanty. What we say We mean. Choice Y
'und steak and sirloin at 10 cents per
Ound." n
The Peoples Butcher shop. al the old "
iarket house, says in las ad, I'VE en-
eavor 70 please our customers by hon. n
4. fair dealing and by keeping .he
loicest and fstiest beef and mutton. I'll
larket open every morning, and every sa
ling lovely. Charges low. No books,
NJ hard times. cash down and low n
rices." n
Advertising matter Of this period was
IN on the first page Of the paper. all
Is were Of one column width. not usu-
-