Year: 1878

We notice in the leading newspa-
pers OF late good deal Of sensible
talk on the subject Of advertising.
Much OF it is contributed by leading
advertisers themselves, who have had
large and expensive experience, and
have kept such careful and intelli-
gent record OF the costs and results
Of the various kinds OF advertising
that their testimony amounts to a
practical demonstration. They have
tried all methods, from the stereopti-
con and the street-car placard. to the
big white painted letters on fences
and the periodical hand bills stuffed
with advertisements, and showed un-
der the doors or into the pockets OF
people who never open them. The
testimony OF all these experienced
men enforces the conclusion that, for
a genuine, effective advertising me-
dium, which is sure to bring a prompt
and liberal return for the money in
vested, there is nothing comparable
for a moment with the columns OF
live, interesting newspaper, to which
the intelligent and well-to-do people
Of a community look for news and
opinions upon current events. We
venture to say that every business
man in Cleveland, who has made a
trial OF the various methods Of adver-
tising under discussion, has reached
the same conclusion. The day OF H.
lustrated placards, almanacs, and
advertisers directories" is past in
this country. The business has been
overdone, fortunes wasted in it,
and the barrenness Of results from all
such outlays has preiudiced some
classes OF business men against the
whole subject of advertising. This
prejudice is, however, but limited and
temporary, and the tide Of intelligent
opinion is settling back to first prin-
ciples-that Is, in favor OF fresh, we'll
written and attractive advertisements,
frequently changed in form and in
serted in the leading newspapers Of
the community that the advertiser
desires to reach.


Money judiciously expended in this
way is never lost, and it often brings
a return Of ten, twenty, or fifty fold.
The influence and range CT the news
paper are broadening and deepening
day by day. The journalism Of the
United States has ripened and i'm
proved in tone and character more
during the past ten years than it had
done in the previous fifty. We are
busy people, and have little time or
taste for long stories. The increased
range and variety Of the newspaper
are trenching upon the domain Of the
book publisher, the pulpit. and the
lecturer. More and more, year by
year. the daily and weekly journal is
furnishing almost the sole reading
matter ola large proportion Of the
people. For exactly this reason its
value as an advertising medium is in
creasing day by day. We say this
from no merely selfish motive, but
because it is true, and it is to the in
terest Of business men who are pro-
pairing to spread their sales to the
spring breezes OF returning prosper
ity, that they bear 1t in mind. Money
spent in advertising may be wasted
or bring golden fruitage, according to
the degree of intelligence with which
1t is dispensed. Put it into a good,
live, popular newspaper, which will
carry your advertisement to the
counting rooms, the breakfast tables,
and the firesides Of the people
who have wants to be met, and
money with which to meet them.
This is the whole priceless secret OF
successful advertising. = Cleveland
Leader.