Year: 1874

to be shown by the agent, the press should
have the benefit Of that preference rather
than the advertiser. Bogus publishers
and advertisers should be shown up by
these agencies, and they should be the
guardians of the good names of their
patrons of the press in their several local.
tiles


Sd. THE CHARACTERISTICS OF ADvER-
TIsERs AND THE VARIOUS METHODS OF
ADVERTISING. Let ten men rush into a
printing Office with as many advertise
ments, and they would each choose a diff
ferent position as the very best one in the
paper. One would choose the lower COR
ner on the second inside page-wants his
advertisement kept there always--put it
in any other position, and down comes
the contract; another chooses the square
at the head of the same column; another
next to the reading matter-don't care on
what page; another, right under the mar
riage> and deaths, al,C0ys - makes no
odds who else wants that position; an
other, disregarding the eternal fitness OF
things, between the marriages and deaths;
another. above them; another don't care
where his advertisement is put if it is
turned upside down; another, in a trian-
gular fashion another would be willing
TO pay high for permanent place at the
head OF the local column. l have heard
of one person, but he was cut off prema-
turely in early manhood, in the midst of
his uselessness, who thought that a posi-
ton directly under the telegraphic head
ing was to be craved; another would
have his tit-bits scattered in among the
locals-just to help fill up; another, with
tlighty mind, would sweep across the top
OF an entire page, in glowing capitals;
but the most presumptuous case is that OF
the fellow who wanted his advertisement
to come in directly under the editorial
imprint. Gle is an applicant for admis-
sion into the new insane hospital.)
These and others are the various posi-
tions sought, but the methods Of adver-
tising are as varied. Some advertisers.
(and they are generally those who write
their tavors most compactly,) are not
satisfied unless each word shall be pat in
full face caps, and each line clothe Itself
in bold-face letters But here comes
another man, who believes in modest.
plain, unobtrusiye type, bordered on
either side with clean white paper; and
he shall be my ideal of a model adver-
tiser. Hasten the day when ugly looking
cuts and large poster type shall pass into
the hell Eox, to be melted in the type
founders furnace, and when the same
scrupulOus care shall be shown in the
writing, setting and arrangement of ad-
vertisements, as is exercised in any other
department OF the paper-when, by the
very reason of its mechanical character,
it shall claim the attention Of even the
most careless reader. Advertisements
may come in the clever garb of poetry:


II am a wood engraver good,


And all designs on blocks OF wood


with my graver cut neat,


That, when they're printed on u sheet


OF paper white, you plainly view


The very form the artist drew:


His drawing, whether line,


l. truly copied, line for line"


But specimens cannot be multiplied.
think there are too many advertisements
among the reading matter. Turn back to
the files of other days, and you will see
but little of this. Advertising has been
creeping stealthily over until the news
columns are tinctured with 1t. The prac-
tice is demoralizing in the extreme. 1t
lessons the value of the regular advertis-
ing space Let down the bars and tempt
the cattle into the thick clover of the
moving field, and they don't care about
returning TO the pasture. Let some pOr-
ton OF the paper remain sacred and
above price; and the publisher have the
courage to say to all persuasions of pat
ronage - Hands off, The publisher
who uses his newspaper rs steamboat,
and is always putting, will soon burst the
boiler of his finances and reputation-and
he ought to. Nine times out of ten, the
individual who gets free advertising, in
the way of notices, continues to expect it.
and does not appreciate the favor. 1t has
passed beyond the region of doubt that
the man, or rather thing, who borrows or
steals the reading of a paper, is the first
one to curse it. Let us not, my brethren
give our countenance or support to this
sort of thing Let US encourage liberal
and legitimate advertising. and set our
faces against this strange and unwhole-
some admixture that neutralizes and
compromises the honor and dignity of the
profession. Success will be sure TO
follow.


Who is he that walketh the streets with
gloom OF countenance and perplexity OF
mind that loSeth the confidence and
patronage of men, and sinketh into thick
gloom and the grave of forgetfulness-
depriveth himself of gain, and secureth
to himself loss? Verify, it is he that does
not advertise. lie that advertises hath
chosen the part of wisdom, and his riches
and honor, usefulness and fame, increas-
eth like the light OF the morning.