Year: 1866

The question of advertising is one
which is, perhaps, discussed more fire..
quently by business men, than any topic
so immediately connected with the pros.
perity of every business enterprise


There are few men who still con tinue tc
deny its utility, who cannot see that a
candle hid under bushel is less art tc
G We light tothose around than when placed
IN a candle -stick. There are still few
men who cannot satisfy themselves that
advertising pays, because they cannot see
that dir ect return follows the OUTLAY OF
a few dollars expended in notifying the
public of their business proposals. This
class, however, is in such minority in
every city and town that we do not pro.


pos c TO address them. Their competitors


would not thank us, perhaps, for awaken
ing them from their Kip Van Winkle
sleep, aud il they are content to remain


in blissful state Of ignorance of the ad-


vantages which others avail themselves


of. they ought to be allowed to remain


unmolested. Neither is it our purpose


to astonish ordinary intellects by assu-


ring them that advertising is science,


and that the art of advertising is very


wonderful discovery for there is moth
ing so easy to understand, manage and


appreciate. as advertising, if man pro-


poses to avail himself Of its beneficial in
tuence upon trade, and gives ordinary


attention to it's consideration.


1t was the remark of very eminent
Bostcnian that he regarded an advertise
Inent i'll IA paper as personal invitation
extended to him to call, and he added


"while sometimes hesitate about enter.
ing store the proprietors of which have
not thus sent their card to my residence,


| always feel certain of cordial welcome
from the mem bers of an advertising firm"
There is in this remark au assurance of
one of the many results of adveltis ing.
The trader and his calling becomes iden,
titled, and the name Of a man is INSOFAR.
ably connected IN the mind Of the public
with his merchandise. 1t may not be
the very day an advertisement appears
that it bears its fruit weeks or months
may elapse. and then when the want
arises, the article to be obtained immedi.
ately suggests the advertiser. This is
the effect of general advertising when
persistently followed. A special class of
advertising, where some novelty is an
nounced, is more immediate. A shrewd


business man once advertised trifing
article in manner which could scarcely
prove remunerative. His neighbors cx-
pr,sscd their regret at his folly; but be
at his folly. but he appeared contended


Though his gross sales Of the article did
not cover the cost of his advertising, he
attracted new class Of. people to his
store, and his shrewdness paid him
IN a very short time. for new eyes saw
What he had to offer in addition to the
speciality advertised and fresh purses
came under contribution to him.


The Object which all aim to accom-
plish in advertising is an increase OF
business. The nlmble shilingi' what
we require at this age. 1t costs very lii.
tie more in the way of expense to cary
GU a business of two hundred thousand
collars than it requires to do half that
amount. The cost Oh rent, personal hv-
ing, and many Incidental expenses, do
not increase in the ratio of business.
while lime is saved for there is great
er profit resulting from trade OF two
hundred thousand in one year than from
the same amount, and even more exten-
ded over twice the space Of time. These
simple facts are we'll known by energetic
business men, who adopt advertising as
the most powerful method of saving time
by increasing business and thus making
capital doubly active Indeed, it is Of
ten made substitute for actual capital.


aAdvertisingin England is fully under
stood. Even before the tax on advel It's
ing was removed, fortunes were made by
using the columns of the leading news.
Papers and when 10 1853 the tax was
abolished, its benefits were embraced in
most unprecedented manner. One or two
firms expended hundred thousand dol
lars year in keeping their business be.
fore the public in the journals of the lar
gest circulation. and one publisher paid
over fifteen thousand dollars in advertis-
ing Que of the leading serial publications
Of the day. Within a few years the en-
teIprising spirit of the bushes men Of
this country has quite equaled these state
mepts, aud they have not found that the
experiment was an unpro ftablc one.


The London Times charges more for in
serting an advertisement than any news
paper in London, but still it is regarded
as the cheapest medium !; for a five shilling
notice in the Times will reach more read
ers than any three or perhaps four daily
papers in the metropolis, whose combined
charges would probably be ut least thrice
the charge of the Times. The Illustrated
London Neaos charges, we think two dol.
lars per line, but each square inch Of pa
per on which it is printed, owing to its