THE PROPER WAY TO ADVERTISE.

Tuapeka Times, Volume II, Issue 102, 22 January 1870, Page 7

THE PROPER WAY TO ADVERTISE.

Persons in this province do not seem aware of the benefit to be derived from advertising, and when they do solicit public patronage through the press, they somehow word their advertisements so as not to be attractiveProm an American journal (the " Pilot," published at ' St. John's, New Brunswick), we gather that a Mr. El G-. Eastman, L.L.D., of Poughkeepsie, New York, has been lecturing beforethe Eastman National College in Chicago, on Advertising, and how to do it." The lecturer began by saying there were bat four men in the country who thoroughly understood advertising, and they were Bonner, Barnum, Jay Cooke — the other he would not mention. All the large business houses in this country advertise largely, and spend immense amounts of money for that purpose. The proper method of advertising could be given in four words. The principal contained in these four words was that which, made men rich by practice. There were thousands at that moment who were endeavouring to write a proper advertisement for the morning papers. These four words were, " Excite but not satisfy." The public must not ba satisfied until they have bought your articles ; and then, if the articles were good (as they always ou°-ht to be), customers would come a^ain, and their patronage is yours. Whatever was advertised must be of the best quality. This was the case with the Paris pen-cil-man : this was the case of Mr. Barnum's Museum. Mr. B. paid 300 dollars for his museum, with a debt of nearly eighty dollars upon it. Government bonds would be on the market now had it not been for Jay Cook and his pamphlet. The proper way to advertise was to advertise one thing at a time, as, for instr.nco, sugar, sugar, SUGAR. People would have their attention arrested by that one word, and they would buy sugar. The result would be that a large sugar business would be established. But if people advertised all they had to sell they would not succeed, because their advertisements would not be read. This was so with everything. If you are a dry goods merchant, silks or some other article must be advertised, and that alone. An excitement must be made, and business would follow. We all advertise : churches, hotels, and all kinds of business are advertised. Churches advertise their work by their ministers preaching on " Reconstruction," " Black Crook," "Washbasons," &c. The Metropolitan Hotel was advertised by its puddings. Every man who went to New York must go at least and take dinner at the hotel. The pudding was put on the table, and it attracted the attention of the guests, and it was worth one hundred thousand dollars to that establishment. Mr. Bonner onre went to Mr. Bennett, of the " New York Herald," and asked him if he could have three pages of to-morrow's paper for his advertisement of the " Ledger." The answer was, yes ; if he would pay a double price, he could have all he wanted. Upon which Mr. Bonner said he would take the whole paper. The consequence was that the " Herald " the next day had nothing but Mr. Bonner's advertisement of the " Ledger " in it. On one page, in large letters, it was stated that an article written by Henry Ward Beecher would be in the " Ledger," and so on through the whole eight pages. Mr. Bonner did not advertise all he had to sell, but only attracted attention to the " Ledger," Never has a poor job of advertising done. Poor work never pays ; get the best job you can. Use the best material that can be had, and have no hal '. work about it. Young mcc, if they svish to succeed, must advertise, and continue to do so until success crowns their efforts.