Year: 1878

The newspaper in large city like New
York is a sure and reliable indication of the
condition of business. especially at the
opening Of the spring and fall seasons.
Those wishing to find purchasers for their
wares know that in the advertising columns
of the leading journal customers can
be more readily found than by any
other means, and their announcements
are accordingly multiplied until the bur-
den becomes M onerouS one. FOR
wears the HERALD has been accustomed to
increase the number of its pages from day
to day to accommodate the pressure OF adver-
tisers In the busy season its Sunday issues
are frequently in quintuple form, consisting
of twenty pages and containing one hun
dred and twenty columns OF closely printed
matter. To-day we print our first quintuple
sheet for 1878, in order that the sixty columns
of advertisements we have received may
mot prevent the publication OF the news OF
the day and the interesting reading matter
usually given in our Sunday issues. Judging
from the indications of to-day these quin-
tuple sheets may be necessary nearly every
Sunday during the present and the coming
month, for there is every promise that the
ensuing season will be an unusually busy
one in all branches of trade.


The publication of quintuple HERALD is
an undertaking of no small magnitude. To
set up one hundred and twenty columns of
type in single night necessitates the en-
ployment Of over. one hundred experienced
compositors, and the immense edition Of
the HERALD requires that three sets of forms
be put to press, each sheet passing separately
through the machines. In order that all of
the seven double perfecting presses may be
simultane neously at work every page OF the
paper has to be stereotyped and from four
teen to twenty eight plates taken Of each,
the whole edition requiring three hundred
and thirty-six plates, weighing in the aggre-
gate over sixteen thousand pounds of type
metal. To produce this enormous mass the
labor of twenty-five skilful stereotypers is
necessary, and the force Of employees in the
mailing department has also to be greatly
increased in order that the half million
sheets may be properly assorted and deliv-
cred to the mails and the dealers


The advertising columns of the quin-
tuple HERALD to-day are study in them
selves. Arranged under appropriate head
ings, with an index showing exactly the
page and column where each department
may be found, the reader can find at a
glance the class Of advertisement he
wants, while the diversity Of character
enables all classes of advertisers to meet
those they specially seek. The man
who desires to buy house and
the one who wishes to sell are brought
together at once, and the merchant with
q single stroke of the pen informs
thousands of prospective customers that
he has increased his stock or re-
duced his prices. Those wanting en-
ployment and those seeking employees stand
here face to face, and each can decide which
is the most advantageous for himself. In
fact these sixty columns of close type are
nm encyclopedia Of human want and
supply such as modern newspaper like
the HERALD alone can give. Judging by
this increase in the business of advertising
it is quite evident that the spring season OF
1878 is to be busy and prosperous one,
and attention is called to the fact that while
we give our readers the news from all parts
of the globe they also receive an amount OF
business information which is of incalcu-
liable value and Importance.