LIBERAL ADVERTISING AND ITS RESULTS.

Daily Telegraph (Napier), Issue 3891, 9 January 1884, Page 4

LIBERAL ADVERTISING AND ITS RESULTS.

Millaud, the banker and newspaper speculator, Avho died recently in Paris, and avlio founded the Paris Petit Journal, which is iioav asserted to havo a daily circulation of half a million copies, was an enthusiastic beliover in tho advantages of liberal advertising. One day he had at his table nearly all the proprietors of the leading Paris dailies. They conversed about advertising, Milaud asserting that the most worthless articles could be sold in vast quantities if liberally advertised. Emcl de Girardin, of La Presse, who was present, took issue with him on the subject. " What will you bet," exclaimed Millaud, "that I cannot sell in ono week one hundred thousand francs worth of the most common cabbage seed under tho pretext that it will produce mammoth cabbage heads ? All I havo to do is to advertise it at once in a whole page insertion of the daily papers of the city." Girardin replied, "that he would give him a page iv his paper for nothing if ho should Avin his wnger." The other ncAVspaper publishers agreed to do the same thing. At tho expiration of the week they inquired of Millaud how the cabbage seed had flourished. Ho showed thorn his books triumphantly, and satislied them that he had sold nearly twice as much as he had promised, Avhile orders Avero still pouring in; but ho said the joke must stop there, and no further orders would bo filled.