ENGLISH AND AMERICAN ADVERTISING

Te Aroha News, Volume I, Issue 39, 1 March 1884, Page 7

E NGLISH AND AMERICAN ADVERTISING

.■-*? 'L'lili Trmnongor (London), ccn! raiting tho difference between tile KnglishmanV and American's mode ol d »iu«^ business, concludes tlmt there are not a q;resit man}* points in ooiuM,Ticil <u- Ir.tcl .1 ilh^r- a» t > wJiich Hie avdiage British nian'tlMcUircr-; would' lie willing lo admit t'i.s djcid d superiority of American concerns, lint, in a few respects, the manufactures of the United States are cheerfully admitted to be abiHust oil the best practice) we cm show in the sainj lines, and in two or three items our cousins across tho Atlantic are undoubtedly moving ahead. In one department only do we on this side concede the unmi.-takable and pronounced superiority of the gentleman on the other side of tho water. That department is advertising, which, in the United States, has been developed and systematized 10 an extent almost unknown with us. There are individual advertisers in this country, it is true, whose expenditure is greater than that of any American honse, yet taken as a whole, tho art of advertising is more cultivated and- more successfully studied in the States than in this country. The American people- arc through believers in the elliciency and necessity of advertising, and their practice fully and completely vindicates all the theories they enunciate on tho subject. They look upon suiUblo announcements of this class as being indispensable, and no business is started or continued without a liberal allowance for advertising expenses. Neither their modesty nor their experience ever limits this expenditure, which they known to be productive of the best results when properly and systematically regulated. Advertising on a bold scale is looked upon as a necessity in the States, whc.icas not a few Butislt linns believe thoy confer a ■favour on the journals they patronize, if they advertise at all. Besides that, there are houses in this country who actually urge that it is " uudignilied" for them to insert an advertisement. They have reputations of wld standing, and they think that to advertise even in a journal of' the highest, slatus is decidedly infra dij. The consequence is that the newer generation of bu\ers Overlook these giants of former days, and, giadualJy fuim other connection and associations, so that when the " roputition" is exhausted its high-minded owner's businesses expire in a di^mlied but decided state of dry rot. On the other side of the ocean ago has not yec brought about these indications of senility, nor ,ir ■ there any present symptoms of such a consummation. The Americans are a vigorous and "live "race-, in fact, and they know th.it to maintain their almost unparalleled rate of pj ogress they must advertise. They know tint to steadiiy keep themselves before the public or the trade is the only sure method of insuring plenty of work and a constantly growing circle of cu&tomers.