SOMETHING FOR ADVERTISERS.

Dunstan Times, Issue 1218, 3 July 1885, Page 3

SOMETHING FOR ADVERTISERS.

la a ease tried at the Lord Mayor’s Court, Treloar v. the London, Chatham, and Dover Railway Company,who is the well-known cocoa-nut mat manufacturer, received L 9305 compensation for the Insof his house and business at 42 Ludgate bill. One part of the plaintiff's claim was a sum of LSOO, put as “ loss of profit on advertising.” In support of that claim the plaintiff was called and said, “ I look upon monej expended in ad vettising as capital invested; it will of course be some time before a benefit is felt, and an advertiser must not expect it too rapidly. In some cases it will be years before a benefit is felt, and it all depends upon tho nature of the business In my case, I have expended LSOOO in advertising the business which I was the first to inti- - duce. I did not expect a return for three years, but it came surely, and the older the advertisement the most surely comes the return. It was only the other day that a gentleman f‘ om Canada brought me an advertisement which he had cut out of a paper seven years ago ; he had kept it, and found my shop by its means.” To answer this it was urged for the Company that an advertisement might die out from staleness, and that it was a very good opportunity for plaintiff to issue a fresh advertisement with tho words “ Prize Medal Ho'der ” inserted. Hia Lordship remarked that no doubt advertising was of the very highest im portance to peculiar businesses, and the plaintiff was evidently of opinion that he had derived considerable benefit from following it up. It was indeed stated in the evidence-that the plaintiff considered he had made 10 per cent, profit per annum on the LSOOO expended ; that meant that plaintiff had put LSOO of his present profits as arising out of the cense quences of his advertising ; so that it was, as would be seen, of considerable importance to trades geneially that persons should consider well the whole mode to be adopted, for the plaintiff in this case had evidently reduced the matter to a science,—Exchange.