Year: 1874




no better than that OF Turkey, Russia or
Brazil?


Early Opening OF the Spring Busi-
ness-The Herald and It's Advertisers.


The vigorous opening of the spring trade
is not indicated more clearly by any of the
signs of the times than by the rapid increase
in the advertising patronage of the HERALD.
In the spring We always look forward to a
great increase in our business, but this year
we were fairly surprised at its amount and
the very early period of it's increase, the
season being fully fortnight earlier this year
than is usual For our Sunday issue so over
flowing was the advertising presented at the
HERALDs counters that with all our facilities
We were in measure unprepared for it. AS
a consequence, while our advertisers were ac-
commodated we were compelled to condense
the news into smaller space than was desir-
able. Gould we have anticipated so early an
opening Of the spring trade and such great
demands upon our advertising columns, our
paper of Sunday would have been even larger
than quadruple. A glance at that immense
sheet is a revelation of all the varied
wants and business of the metropolis, and that
these are fully reflected in the HERALD is
apparent from a comparison with the other
journals of this city. Last Sunday the seven
large morning papers contained only LAP
advertisements, making eighty-two columns
while the HERALD had 1850 advertisements
making seventy columns. From this it will
be seen that the HERALD's advertisers out
number those of all the other papers combined
two and half to one. Even the excess of
twelve columns over the HERALD's seventy
columns of advertising is not in favor Of the
combined press for the other journals admit
woodcuts and displayed figures into their
pages, while the HERALD excludes them.
HERALD space is valuable, and its advertising
compact. All this tends to limit the length Of
advertisements, each advertiser reaching the
public in as few lines as possible; but it
immensely, thus showing healthier bust
ness in every way than is shown by long
advertisements and display type. AS matter
of course the receipt and classification of so
many advertisements in single day require
the greatest facilities in both the clerical and
mechanical departments of newspaper That
the HERALD possesses all these is proved from
the complete disposition of the immense busi-
ness of Saturday and Saturday night for Sun
days paper. Other papers, even the London
Times, would have been satisfied with SO
great an achievement but the HERALD could
and would have done more if the surprise OF
the increase of our business on that day had
allowed time in which more could have been
done. But forewarned is always forearmed
with the HERALD and no increase of advertis-
ing shall hereafter prove a surprise. The
HERALD will always grow with its business,
and it's business will not be allowed to en-
croach upon its news. Sunday seems to be
favorite day with our advertisers, and next
Sunday we expect even greater demands upon
our columns than were made last week but
we are fully prepared for any emergency.


Matchmaking Fifth Avcnue-Another


Appeal to Mr.. Bergh.


We again commend to Mr.. Bergh the good
he can accomplish by working in behalf of



streets are in fearful condition, and are the
cause Of constant cruelty to animals. In no
city in the world are the pavements 80 bad as
in New York. This evil condition is not con-
fined to cross streets and the less frequented
avenues, but Broadway and all the leading
thoroughfares are as bad as bad can be. AS a
matter of course, it would be asking too much
to demand that all the streets which need
it should be macadamized; but Fifth ave-
nue., at least, might be made an agreeable
drive. So terrible is the condition of that
noble street that lady pedestrians are con-
stantly frightened by falling horses and
wounded in their sensibilites by the suffer-
ings of the poor beasts. The fault is
in the pavements, and yet Mr.. Bergh
has never made war upon this cruel method
of paving streets. Now is his time to do
real good by assisting in a practical reform.
Let us have at least one good macadamized
road from Washington Parade Ground to
the upper part Of the island. If this ave-
nue. is properly macadamized it will be more
popular above Fifty ninth street than even
the delightful drive through Central Park
itself. Besides all this, it will give quietus
to all the experimental road builders on whom
so much money has been wasted. In the
cities of Europe, London, Paris and Berlin,
the macadamized pavements bear more and
heavier vehicles than pass up and down Fifth
avenue and with more satisfactory results in
every way. BY macadamizing this thorough
fare we shall have better street, better and
more comfortable drive and less cruelty to
animals This is eminently case for Mr..