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Otago Daily Times, Issue 108, 21 March 1862, Page 6

THE PHILOSOPHY OP ADVERTISING. " There is but one way of obtaining business— publicity : one way of obtaining publicity—Ad-v.Ttit-ements ; the ncwsp.i] er is the fly-wheel by which the motive power of commercial pnterprii-e is sustained, and money the steam by which thp advertising is kept going."— Blacktoood's Maga-. zinc, . ■ ' "A journal that circulates among, the families of the di t ict—oae wh'.ph, from its character, ip 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—itf a better medium for advertising, with a. cir-.-ulation of 2.000, than another with a circulation of 4,000, that circulation being chic-fly confined to inns, public-houses and beershops. The reason is this, —Headers at home look to advertisements as part of the contents of tho paj er in which they may be interested, and almost "always refer to them. The same may be said of frequenters of Heading-rooms and Libraries—generally men of bus.ness, who want to see a number of local journals for the advantage of ti.eir business advertisements ; but readers atpub-Ktf-hoitses, it-will be found, as a rule, read for the news and the politics, not. for-the. advertisement1-. A long and close observation warrants us in coming to this conclusion."—ilfj/cAeW* Advertiser's Guide for 1858. .

"According to the character or extent of your business, set aside a liberal per centage for printing and advertisements, and do not hesitate. Choose tin news, ap:rfor your purposes, and keep yourself' unceasingly before the public; ami it matters not what business of utility you make choice of, for if intelligently and industriously pnrsm d, a fortune .will be the result."— HunVs Merc/unit's Matjaziiie. .......

A French paper thus traces the sensations of a. reader of 'advertisements:— fi'he flrstadveritsement —he don't see it. The second insertion,—he sef § it, —but don't read it. The third insertion, ho 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 value of advertising.—Stephen.. Girard says :—" I have always considered advertising , liberally and long, to be the great medium of sucj cess in business. Arid <I have 'made'it an invariable rule to advertise in the dullest times, long experience having taught me that money thus spent is well laid out." Oa this the JVew Orleans Bulletin remarks : —Some people, however, by their conduct appear to think that Stephen Girard didn't know how to make a fortune, and think that their stores are enough known already. These people will continue to jog along at a snail's pace, and arc soon distanced by their competitors. There is skill in advertising as in everything else. Advertisements should be changed often, and their phraseology altered, or they \y,ill be considered as out of date. This is thp age of lightnight and steam presses. S.lecper.B must wake up ; or they will bo left behind.