Year: 1867

The Utica New I oFk) Herald haa tae
following upon the subject of Advertising,
which is worth perusal:


Few business men advertise syssenaai-
cally, literally and persistently. Those
who pay most attention to it, either adVer-
tise ftfuIiy, or with degree of neglect
which they would regard as culpabla IN
any other department of their business
What would merchant be thoughtot who
only opened his store now and then 70 IN
vite and serve customers Yet al sd
vertisement in aourishing paper is aore
eouspicnees thaa one's stoee5-is mere ob-


rad and more spoken of, and to with
draw It is Ike putting up the shutters or
taking down the sign. The most enter
prising merchants and traders think them
selves liberal if they spend few hundred
dollars year in advertising. Advertising
is the seed planting of the business man,
and stinginess here must make the havest
meagre.


What shall be the Gum appropriated to
advertising? ? 1t will vary with the char
acter and the extent of business. But the
smallest trade can be made more profitable;
and the largest can be extended by liberal
advertising. The rule IS sometimes given
that as much should be paid for advertis-
ing as for rent This may be too much
in some cases, too little in others. But
every business ought to be kept constant
ly and prominently before the readers of
tLo of 4he ch
which trade is sought. The readers of
newspapers are the most intelligent of the
population, and usually have the most
money to spend. Reach them, and keep
their attention, and you create current
which others will follow.


The New York Tribune states that it is
true as reported, that Boston druggist,
who has speciality before the public, is
paying that establishment forty thousand
dollars year for advertising he paid one
thousand FIVE hundred dollars for the in
sertion of one mammoth advertisement.
The Tribune adds


Bonner once paid three thousand dollars
for the insertion of an advertisement of the
Ledger. He knew that by judicious ad-
vertising he could insure fortune. This
seems large, but in England such sums are
hardly exceptional. There advertising is
a reg ular business. It is 'reckoned ne
cessary as rent, and often ten times much
is spent for it. Advertising must be done
so as to reach the people whose custom is
sought. A separated sheet, hand-bill or
q circular, is direct attack and the per-
son who receives it aside without reading.
or he puts himself on the defensive against
it. A notice in favorite paper is flank
movement it catches the eye unaware it
attracts attention in an idle or a listless
moment it becomes part of the current
news. Then it is like the constant drop
ping. It may not be read to-day. To-
morrow it will be glanced at. The next
week it will be overlooked. Finally it will
be read. When purchase is to be made !;
when trade is to be transferred from the
former dealer when a new Prticle is need
ed the notice will be hunted up, and the
inducements offered subjected to test
One such case for years advertising.


Sometimes men get along without advor
tising. Instances are given. of pilgrims
reaching Mecca on their knees. 1t is easi-
ier, pleasanter, swifter to travel by cars
Liberal and discreet advertising puts bust
ness on wheels, and renders it active, bene-
fetal to the public and remunerative to the
sdvertisar