THE PHILOSOPHY OF ADVERTISING.

Hawke's Bay Times, Volume II, Issue 38, 20 March 1862, Page 3

THE PHILOSOPHY OF ADVERTISING.

“ A journal that circulates among the families of the district—one which, from its character, is likely to be read attentively by its circle of readers in their own houses, at their own firesides, whilst it also finds access to the News-room and Libraries of its locality—is a better medium for advertising, with a circulation of 2,000, than another with a circulation of 4,000, that circulation being chiefly confined to inns, public-houses and beer-shops. Ihe is this, —Reader’s at home look to advertisements as a part of the contents of the paper in which they may be interested, and almost alwaps refer to them. . The same may' be said of frequenters of Reading-rooms and Libraries—generally men of business, who want to see a number' of local journals for the advantage of their business announcements ; but readers at public-houses it will be found, as a rule, road for the news and the politics, not for the advertisements. A long and close observation warrants us in coming to this conclusion.”— MitchelVsAdvertiser's Guide for 1858. J

“ According to the character or extent of your business, set aside a liberal per ccntage for printing and advertisements, and do not hesitate. Choose the newspaper for your purpose, and keep yourself unceasingly before the public ; and it matters not what business of untility you make choice of, for if intelligently and industriously pursued, a fortune will be the result.”— Hunt's Merchant's Magazine.

A French paper thus traces the sentations of a reader of advertisements :—The first advertisement, he don’t see it. The second insertion, he sees it, but don’t read it. The third insertion, —he reads it. The fourth insertion, —he looks at the price. The fifth insertion, —he speaks of it to his wife. The sixth insertion, —he is willing to buy. The seventh, —he purchases.”

The Bieth of the “ Foueth Estate,” —The standing order of the House of Commons, which had recently come into play owing a quarrel with the Lords against the admission of the public to both Houses of Parliament, had, during 1770, connived at rather than otherwise. This led to the publication of more interesting debates, with much more details and correctness than had liitherto been known. Not satisfied with this, the writers for the public prints, as public 'writers will, had caricatured some of those “ descended from Parliamentary men,” in a stylo which did not at all meet the approval of dapper little Colonel Onslow. This fiery little colonel, who two years before had routed a bill stricker and incarcerated a milkman for a breach of privelege, resolved to put an end to this ridiculing of him in the newspapers. Ho would, in sporting phrase, “ bring down ” the printers of those audacious journals, and have them reprimanded, on bended kuees, in the presence of the Speaker - . “ Little Cocking George,” as some newspaper wag called him, singled out two newspapers, the printers of which he resolved to have up before the house. Burke, stunchly supported by Chas. Turner, opposed this movement, but, unluckily, they found themselves in a minority. Turner, member for York, was a plain country gentleman of broad acres mid blunt speech a keen sportsman, and one who loved liberty immensely. From the green shooting-coat with tally-hb-buttons, he on one occasion had the audacity to tell the House, that if he had been a poor man, with his passion for field sports, lie must himself have been d poacher. The day ultimately fixed for the attendance of the printers was the 19th of February. They did not appear. Another order was issued, but it met with no morerespect. The sergeant-at-arms w r as next ordered to seize these two contumacious individuals, but his deputy was only jeered by printer’s devils. The House then addressed the Crown to issue a proclamation for the seizure of Wheble and Thomson the audacious publishers of the debates. While this matter was pending, the little sporting Colonel volunteered to bring before them “ three more brace” of offending printers. This motion was pressed forward. Burke and Turner, and the rest of their friends, resolved to divide on every paper as it came before them. The minority were determined to weary the House, that the printers might get off. Every pretence was made the inost ludicrous questions asked, all to spin out the time. Even the name of the printers familiar was made a pretext for discussion. The Speaker complained that ho was tired, and Ellis, Dyson, and Lutrell with one voice denounced the minority. But it was all in vain. Two o’clock came and the minority still held out. " I always wished for small divisions,” said the eccentric member for the T ork : “ with fifteen gentlemen having the interest of the people at heart I will laugh at a majority.” Four o’clock came : the House had divided threo-and-twenty times, and the great victory was virtually won. The pompous little sportsman and overshot the mark, and the Fourth Estate was born ! Burke, who saw much farther into political affairs than any of his contemporaries, from the heights of his constitutional wisdom predicted that “ posterity will bless the pertinacity of that day.” —North Bri' sh Bevieiv,