Year: 1878

We notice the leading newspapers
of late with a good deal of sensible
talk on the subjuct of advertising.
Much of it is contributed by lead


ing advertisers themselves, who
have had large and expensive expe-
rience, and have kept such a care
ful and intelligent record of the
costs and results of the various
kinds of advertising that their tes


timony amounts to a practical de-
mostration. They have tried all
methods, from the stereopticon and
street-car placard, TO the large white
painted letters on fences and the
periodical hand bills stuffed with
advertisements, and showed under
the door and into the pockets of peo-
pie who never open them. The tes-
timony of all these experienced men
enforce the conclusion that, for n
genuine, effective advertising medi-
um, which is sure to bring prompt
and liberal return for the money in
vested, there is nothing comparable
for a moment with the columns of a
live, interesting newspaper, TO which
the intelligent and well-to-do peo-
pie of community look for news
and opinions upon current events.
We venture to say that every busi-
ness man, who has made a trial of
the various methods of advertising
under discussion, has reached the
same conclusion. The day of illus
trated placards, almanacs, and "ad-
vertisers' directories" is past in
this country. The business has
been overdone, fortunes have been
wasted in it, and the barrenness of
results from all such outlays has
prejudiced some classes of business
men against the subject of adver-
tising. This prejudice is, however.
but limited and temporary, and the
tide of intelligent opinion is settling
back to first principle-that is, in
favor of fresh, well.written and at
tractive advertisements, frequently
changed in form and inserted in
the leading newspapers of the COM
munity that the advertiser desires
to reach.


Money judicIously expended in
this way is never lost, and it often
brings q return Of ten, twenty and
fifty fold. The influence and range
OF the newspaper are broadening
and deepening day by day. The
journalism of the United States
has ripened and improved in tone
and character more during the past
ten years than it had done in the
previous fifty. We are a busy peo
Pile, and have little time or taste for
long stories. The increase range
and variety of the newspapers 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 read
ing matter of large proportion Of
the people. For exactly this rea-
son its value as an advertising me
dium is increasing day by day. We
say this from no merely selfish mo
tive, but because it is true, and it is
to the interest of business men who
are preparing TO spread their sales
to the spring breeze Of returning
prosperity, that they bear it in
mind. Money spent in advertising
may be wasted or bring golden fruit
age, according to the degree of in
telligence with which it 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 with money
with which to meet them. This is
the whole priceless secret of sue
cessful Advertising CleUelandLeader.