Year: 1865

Advertising is on art II furuohes Geld
for human ingenuity equal 10 extent aud in
terest to that OF any other art You have
wares for sale. You want the public to know
that you have wares for sale You cannot
depend exclusively upon the accidental pass.
ers BY They may not SEQ your sign, however
conspicuous its location, or however gaudy
the color in which il may be painted And
then there are other shops on the street be-
bides and beside you're, The passer-by may
pass your door aud pass in at the door OF
your rival, or be may never reach your door,
having been arrested by your neighbor's sign
before he could get to yours.


So, then, what with the multiplicity Of com.
petitors and the impartiality Of customers, YOU
are put to the necessity Of giving that empha
sis TO your existence without which you are
in danger OF losing yourself, to say nothing of
those losing sight OF it upon whom YOU are de-
pendent for your daily bread You must,
therefore, resort to some means fair aud hon.
orable by which you shall attract the steps of
the passers by TO the steps OF your store This
can be done by advertising, as it can be by no
other means. Because advertising is the art
of so filing the eyes and ears of those who
want to bpy with the ''local habiiation and
the name Of him who wants to sell that the
former and the latter OF these parties come
instinctiyey together. The object of the ad.
vertiser who Is an artist in the thing, is to
engross the eye of the public--to make the
purchasing public familiar with what be has
for sale, and where it may be found


The purchaser is passive; the seller must
be active. The buyer is indifferent. The
seller must put stop to this indifference
Purchasers are led by the eyes The advsr-
tiser lays hold upon the eyes. The advertise.
ment fails that does not become familiar to
the eyes--that is not learned by heart by its
reader You can not count much on the
readers making memorandum of it, We
remember those things longest that we learn.
ed earliest. That is because what we learned
first we learned by heart Children's lessons
are committed to memory, hence live in the
memory, and live as long as the memory We
can recall the simple coupet of the speller
apd dedner easier than we can repeat pas
sage from the last public speech And the
lesson OF our childhood that was committed to
memory, and which the memory still retains, !
was not put so as TO stay put until il was re
peated to the eye and rehearsed to the ear
over and over again, Once committed it is
never forgotten. We could not forget il if we
would, and would not if we could


The principle upon which advertising paws
Is that which our school lesson STAYS 1t is |
the principle of learning by heart or com
hitting to memory. The eye is assailed with |
such assiduity, frequency, persistency that il !
finally learns by heart that by which it is |
assailed. Through the ubiquoius advertise
ment you become familiar with the wherea.
bouts OF the wares that it is designed to ad. |
vertise, and when you are in want of those
wares you have those whereabouts by heart, !
and there you go 10 get them. The multi. |
tude buy at the shop they have heard Of in |
preference to the shop which they see in the |
street for the first time. The favorite coun.
ter is the counter that we are most familiar /
with Fortunes have been made out of
the principle we discourse upon. The |
'btters are bought most that are most
advertised, That hair tonic outstrips
competitors in circulation which can
ontstrip its competitors in engrossing the
attention of those who use the article. |
Pills so down fast enough, If they are |
only talked up fast enough. We |
have known a man TO rise from pin.
ching poverty TO Injurious wealth I
wholly and solely from his assiduous
application 10 the art of advertising True |
be had something to advertise. And it was
a beneficial rather than deleterious ware |
IL does not make the hair grow but ii cleauses |
it. 1t was not the ware itself at all but al. |
together the advertising of it that made il
prevalent and its originator rich. He rose
by the science of making hair tonic. When
the market was what we would suppose,
gluten with hair tohios, this indefatigable |
New York, Yankee stepped into the mari
with iaspecimen of the article that in two |
years time was onleEerybody's head and had
filled the pockets of its inventor with every.
bodys greenbaoks, y,.. a....,..


Aud an appetite for an article is created |
by an assiduous advertising of it. The de.
mand is created by the supply We buy |
more from being so familiar with where and |
Of whom we may buy. In short we can at.
tribute the absence of many a penny from
our pockets and its presence in the pocket Of
a iellow-being, by the simple fact that the
fellow being is a psrtinaeious advertiser,
who never takes me for an answer, and
never lets 60 Of you when be once gets hold
of you.


No Mob Law Now.