File:About Advertising And Printing.pdf

Summary[edit]

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GENERALLY[edit]

"To the point, perhaps, and covering lots of ground."

ADVERTISING[edit]

is a distinct art, as much so as the art of coal mining or of engine building. To be a successful advertiser one must at least understand the rudiments of that science which to-day is so little studied and so little understood.

Any one can write an advertisement, and almost any one can write it to please the advertiser; but often the advertisement which is so gratifying to the writer will hardly attract a passing notice from the possible customer. Whether or not the advertisement be pleasing to the pride of the writer or advertiser is a question of small consideration, but vital importance hinges upon the capacity of the advertisement to attract the people, and, by attracting them, gain their intelligent attention, which, once obtained, must force the gist of the advertisement into their minds, and, if they be available customers to the line advertised, impress upon them the wisdom of an inspection of the goods advertised.

Few advertisements sell goods directly. The burden upon an advertisement is to draw attention to the store, or to the articles there for sale, teaching the first lesson in perspective purchasing. The advertisement brings people to the store, and there its mission stops ; -- then success in selling depends upon the quality of the goods, the price, and the salesman. But let me emphatically say here that, in the evolution of selling, to the medium which brings the possible customer to the store or place of business, furnishing the always difficult to forge connecting link between[ buyer and seller, is due half the credit of the sale; and the world over, inventive genius has not devised a substitute for legitimate advertising.

One advertisement well written and well displayed is worth a dozen indifferently made up advertisements. . Effective advertising is always distinctive, sharp, short, pointed, and, above all, original.

An advertisement should be a public announcement of a fact. A misleading advertisement never paid in the long run, and seldom in the short run. Customers are not fools in any conimunity. When told by a flaming advertisement that dollar goods are to be sold for a quarter, they begin a mental calculation, and will, ten chances to one, figure it out that the advertiser lied twice as much as he really did.

If the advertisement depart from the truth at all, let it be in underestimating the true value of the goods advertised; indeed, it is good policy to occasionally misrepresent in this direction, creating, as it generally does, a healthy surprise on the part of the purchaser, resulting in increased confidence, and setting in circulation a sort of mouth-to-mouth advertisement, which, when influenced in the right direction, is one of the things to be encouraged.

Avoid the everlasting typographical harangue about bargains. The public is thoroughly tired of reading about that which doesn't often exist, and is seldom recognized when it does. Nobody has the slightest confidence in a bargain store, --- the name itself is a libel on truthfulness.

The old phrase of "less than cost '"has helped to cost many a man his reputation and business. No sensible merchant does business on that basis, and printed claims that he does so are transparent lies, pure and simple; and the public, be it ever so ignorant, scents a printed lie, the more so when it is surrounded by a nest of misleading, extravagant statements.

Business is done to make money; everybody knows it; and it is useless to attempt to deny principles of trade where there is not a glimmer of a chance of its being believed. A truthful advertisement is worth a value in any market; a falsifying one is a business boomerang, bringing loss at the rebound.

Do not copy neighbors' ideas. Each advertisement should be new and fresh, and it is well to preserve an identity in all of them easily recognizable as peculiar to the advertiser.

An advertisement is a public and perfectly refined and legitimate invitation from the dealer to everybody; it assures a cordial welcome to the visitor; it is an infallible sign of business, enterprise, and life.

If the advertisement should have the appearance of cordiality, let the reception to the would-be customer be made more so. The store which advertises places itself under printed obligations to the public, and should be ever vigilant of that which is due the guest within its doors.

The dealer may not be recognized within the self-made portals of the local aristocracy, his circulars through the medium of the mail may remain unopened; but his money can buy a place within the pages of the local paper, and his name and trade will force respectful attention if his announcements be carefully arranged.

There is no stratum of society not reached and influenced by advertising. The bluest blue-blooded descendant of the oldest family, who prides himself upon his impenetrability from things common and commonly, is affected, and proves that he is by saying that he isn't. In no town where there is a newspaper can there exist an impregnable spot.

Many an unsuccessful merchant claims and believes that advertising does not pay people in general, and himself in particular, and from his experience he speaks seemingly reasonable truth. His advertising did not pay. So might the farmer complain that his poor seed brought no harvest. The fault was in the farmer and the seed, not in the principles of agriculture. Advertising does pay, and will pay; but the advertiser must make it pay.

Advertising is not an experiment, nor is it a business side issue; it is a part of the paraphernalia of business necessity, to be studied and[ experimented upon as one studies and experiments upon the other departments of the business house. If it does not pay, it is simply because it is misdirected. The colossal fortunes of trade, particularly of the retail trade, have been made, and are to day being made, with advertising recognized as one of the important and essential factors of the success.

Advertise goods, not the men who sell them. The public care about the reputation of the firm, and that is about all; beyond that the firm name is but a name of place. That which is advertised attracts and holds attention. If one-half of the space is used for the firm's name, ninetenths of that half is wasted. The name and address at the bottom, in small, clear letters, give the personal information ; it should not be a part of the advertisement proper, simply a necessary finish at the end.

It is easy to lose money by poor advertising, just as easy as it is to lose money through any other blundering movement; and as advertising is one of the recognized departments of business, it is as easy to make money by it as to make money out of the proper conduction of any other part of the business. The intelligent, shrewd attention which is given to selling should include advertising.

Generally speaking, spasmodic advertising is as silly as spasmodic eating. To expect a single advertisement to pay is as foolish as to hope to grow fat from the spoils of one dinner. Persistent advertising is absolutely necessary to success.

The substance of a year's advertising cannot be done up into a single ball, and fired at one loading. The advertiser whose advertisement appears to-day and is out to-morrow, generally is out of trade both days. The man who expects to put ten dollars into an advertisement and get it back before the ink is dry upon the paper which holds it, is as badly deceived as is the one who depends upon getting his money for the season's crops before the tops are an inch out of the ground. The benefits of advertising are indirect more than direct.

Do not begin to advertise unless it be the intention to stick to it for three months at least. The first month will tell the people that the[ advertiser is somewhere; the second month, that he is doing business and has something to sell; the third month, that he is worth calling upon. If it be expected that a single month's advertising will do any real good, somebody is mistaken, except in exceptional exceptions.

Prosperous advertising means regular continuous advertising. The stopping of an advertisement, even for a while, brings a liability of counteracting the success already acquired during the time, the advertisement was running.

To take the advertisement out of the paper during the so-called dull times is about as bad as to stop feeding the horse because the present weather is unsuitable for using him.

The dull season is often the most advantageous time to push the trade; and here the influence of advertising is strongly felt.

If there be nothing particularly new to advertise, there is not a particle of need of temporarily withdrawing the advertisement. Develop ingenuity, dust up the old things, make them look like new, put life into the business, strike for trade, advertise, make trade lively by being lively. Any ordinary man can sell goods when folks want to buy. The total profit on the balance sheet at the end of the year depends largely upon the sales of the so-called dull season. There is no dull season in a live store.

Do not infer that I believe that all lines of trade should give the same attention and amount to advertising the year around, for it certainly would be foolish for the manufacturer of ice-skates to push his retail business during the iceless days; or for the base ball maker to try to sell his wares when the ball ground is white with snow. I refer solely to the alleged dull season when general trade is generally said to be generally dull.

There are few lines of trade, however, which can afford to entirely withdraw the advertising during any part of the year. While the so-called out-of-season advertising is pretty certain not to assist direct sales, it is generally advantageous to run a moderate sized card throughout the[ year; for it is seldom safe policy to give the public the slightest opportunity to forget the advertiser, even during the non-purchasing season. Economy in advertising is to be practised, but economy does not mean annihilation.

All being equal, the larger the advertisement, the more it will be read; but an attractive, well-written, small advertisement will do more good than a poorly-written one of three times its size. In advertising, both quality and quantity count, especially the former.

Lack of competition is no excuse for lack of advertising. The store which is fortunate or unfortunate enough to be the only one of its class in town, has need of advertising to inform the public that it exists at all; and persistent, liberal advertising is one of the best preventatives for coming competition.

A merchant expects to sell say twenty-five thousand dollars' worth of merchandise in a year, at a profit of twenty per cent., or five thousand dollars. His expenses amount to half of it, giving a net profit of twentyfive hundred dollars. It is perfectly reasonable to presume that from fifty to one hundred per cent, more business can be done, if trade can be secured, without proportionately increasing the expenses.

Good business principles will allow a large percentage for the obtaining of additional trade. A part of the prospective gain must be paid for in printer's ink. Advertise, and always invest a good proportion of the extra profit in additional advertising.

Advertising is casting business bread upon the business waters, which returns in business profits; perhaps not every time; but in the philosophy of the mercantile sea the tide of profit as often flows as it ebbs, and printer's ink is the only oil which can stay the breaking of a panicky wave.

== WHAT?

"Of what so many people want, if they but knew about it.'"

Anything which will sell, particularly if it be sold at retail, can be advantageously advertised. Everybody reads, everybody buys. The proportion of space and money to be used depends entirely upon the article, the class of people who buy it, and the quality and quantity of the purchasing field.

• • This chapter is sub-divided into trade classifications simply for convenience.***

Architects cannot with propriety advertise extensively. Indeed, the architect's best advertisement is the house he builds, supplemented with a neat card in the local papers. The shrewd architect will see to it that the press gives him full credit for the building, not in a puffy way, the praise to be entirely directed towards the work, the architect's name appearing incidentally. Architects may find it profitable to issue small pamphlets or "tracts,"each devoted to the treatment of some line of architectural work, such as "About Mantels,""Artistic Doors,""Unique Mouldings,""The Ideal Dining-room,""The Perfect Hall.'"

Artists' advertising ranks about on a par with that of the architect. The artist should cultivate the friendship of newspaper men, and use their influence to keep his pictures from being "too much unspoken of."

AUCTIONEERS[edit]

should advertise for property to sell in order to be able to advertise it for sale. The advertisement of a sale should be explicit, with a free use of all commendable and truthful adjectives. The word "auction attracts people, and should be printed in large type, to be immediately preceded or followed by a head-line description of the property to be sold, such as "An Elegant Residence,""A Comfortable Home,""A Charming Country Seat,""A First-Class Farm,""A Handsome Four-Story House.'"The auctioneer should request a full description of the property to appear once or twice in the reading columns of the local papers before the sale, and have a report of the sale appear after it has taken place; auctioneer's name always being mentioned. Bakers should advertise specialties almost exclusively, such as, "Our Brand of Cream Bread,'"'"Hot Muffins,'"'"Home Made Brown Bread,'""Wheat Gems,""Old Fashioned Ginger Bread."If possible, originate a specific name for some line of food, as "White Cloud Biscuits for Tea,"and push that article continuously until another and better one is discovered.

BANKS[edit]

will find it beneficial to announce exchange, drafts, etc.; and if located in the larger places, can attract new business by constantly keeping the name before the public, occasionally printing the names of the officials and directors. Savings banks should carry an unobtrusive standing card in the local papers, and statistical articles, showing the value of systematic saving, can be easily placed by influence, gratuitously, into the local papers, with the name of the bank incidentally mentioned, if the small card of the bank be running in the advertising columns.

BARBERS[edit]

may find profitable semi-humorous advertising, using such head lines as "He Slept While I Shaved Him,""The Chair of Luxury,"["]Never Against the Grain,""Hair Cut While You Wait,""Hair Lifting to Order,'"'"A Sand Papered Shave."The condition of the shop should always be as neat and attractive as the advertisement.

The advertisement of all sporting goods should begin in the local papers one or two months preceding the active selling season, and should continue close up to the closing of the last month in which the articles can be used. The advertisement should never occupy a less space than two inches, and frequently as much as a half a column can be advantageously used men near as Boots and Shoes are worn by everybody, consequentiy customers are legion. The retail trade will support any reasonable amount of advertising Advertise rubbers as to wet weather is possible. When school opens have a good deal to say about "school shoes."When vacation begins let people know where tennis, yachting, hunting, or bicycling shoes can be procured. See that the cold weather does not get ahead of the announcement that the winter's stock is all in,provided it is. Advertise foot-wear to fit not only all sizes of feet and all tastes of people, but all seasons and occasions, and spring upon the public the right kind of shoe at the ripest time for selling it.

== CARPET

advertising should be written largely to please the ladies. The woman who is not influenced by a well-written carpet advertisement never had, or will have, a carpet about the house. Advertise one style of carpet at a time; then try rags; then straw-matting, if in its season. If there be in stock a particularly fine pattern, make the people appreciate it if it takes a month to do it. Tell how it is made; ask the local press to describe the intricate mechanism of the loom which weaved it. Advertise warm carpets and rugs in winter, and cool, clean matting in summer. When trade is dull buy a hundred or so pretty rugs, and advertise them at a price little, if any, more than they actually cost, --- but on no account say that they are sold for cost or less than cost. Let the customer unaided be surprised at the quality for the money. It is an object to get people into the store even if they do not immediately purchase, or their purchase bring no direct profit; and there are times during the year when special pushing is needed to keep the clerks busy. Every customer drawn by the advertisement of the rugs is liable to be a customer for something else, and before the year is out a permanent one.

== CLOTHING READY MADE

admits of the most extensive of advertising. No department of retail trade suffers more from competition, and wherever competition is there must be competitive advertising. I do not recall a single prosperous retail clothing house which advertising has not materially aided in building up, and which is not holding its trade largely through the instrumentality of printer's ink. The opportunity of the retail clothing dealer for originality in advertising is exceptionally good. Retail clothing can be advertised with dignity, or lack of dignity, of course within the lines of propriety. The service of the printer, the poet, the artist, the bill-poster, and the sign-painter can all be utilized. There is no type too big to boom the wear and fit of ready-made clothing. Be careful not to give cause for saying that there is more quality in the advertisement than on the counter. The majority of mankind purchase not exceeding two suits a year, and generally in the spring and autumn; but do not fall into the fatal error that advertising of clothing shall be limited to the few months of the lively selling season. The shrewd clothing dealer strikes for trade when no one is commonly supposed to be buying, and from all quarters of the town come men and boys who have put off buying that suit of clothes, and were unconsciously waiting for an invitation to purchase; and the off-season advertising store gets the bulk of that waiting trade, often new customers.

CONFECTIONERY[edit]

stores have grown to be a part of the business life of every populous town. They require continuous advertising of fair-sized space in the local papers, say from two to six inches. Advertise some particular line of sweets, as "Old-Fashioned Molasses Candy,""Our Own Chocolate Creams,""Mother Carey's Sticks,""La La Kisses.'"The candy should be just as represented, and freshness is essential. Place considerable stress upon purity ; the mother's confidence in a candy store is regulated by that one quality more than by all the others. Originate some delicious kind of inexpensive candy, sell it at the lowest price consistent with profit, and use it as the advertising leader, for a month or more. Announce that the work rooms are always open for inspection, and keep them in a presentable condition. People like to know how candy is manufactured; it costs nothing to gratify them in this direction, and it does help the sales.

CROCKERY, GLASS, AND LAMPS[edit]

can be advertised about as many ways as the variety of their manufacture. Lamps may boast of a limited special selling season, but crockery and glass are always marketable. Keep a big advertisement going all of the time. Always have something to say about this beautiful set, or that serviceable ware. Change the advertisement so often that folks will believe that the dish trade is limitless, and so it is. Manipulate a on goblets, a panic on decorated tea sets, a rush on pitchers, a hurrah on platters. Do not let a week go by without hunting up some line of regular stock, and pushing it specially. Instead of interfering with regular sales, it will make them livelier.un

DENTISTS[edit]

must advertise to suit the style of the town and the style of the people they cater to. The ethics of some towns will not permit the burning of professional red-fire, while others will happily absorb all one chooses to give it. Generally, however, any dentist can safely insert his professional card in the local papers, and make brief mention of any dental specialty. Some dentists find it profitable to "bill the town,"so to speak, and there can be no real objection, save the more or less damage to technical professional reputation. Doctors, if of the regular school, must confine themselves to single cards in the local papers and refined printed announcements, and even these are sometimes out of taste in large cities. Good will and favors to newspaper men may result in personal items about certain successful and difficult cases, which cannot lower the professional dignity, while they go far towards establishing the reputation of the physician.

DRESSMAKERS[edit]

have the local field of women ; and moderate, modest, tasty, and brief advertising often materially aids in gaining patrons. Read the fashion periodicals thoroughly, and if possible announce the metropolitan fashions in advance of competitors.

DRUGGISTS[edit]

should do considerable local advertising, the diversity of their business admitting of many specialties. No reliable first-class druggist will push the sale of any proprietary medicine, excepting simple home-made remedies for colds, coughs, bowel complaints, burns, toothache, corns, and the like. If the articles have merit, extensive local advertising will bring and hold profitable trade. Vary the advertisements to fit the physical needs of the season. In the advertising of medicines be careful not to follow the extravagant style of most of the patent medicine dealers. The volume of the druggist's local legitimate trade depends upon his reputation. The prescription department can often be advertised, and there are times when even a soda-water trade can be increased by local advertising Dry Goods can be as extensively and advantageously advertised as any line of trade. In variety and price they are limitless. A year's steady advertising, touching but one article at a time, will not exhaust the principal staple goods to be found upon the counters of a first-class drygoods store. I do not mean the inference to be drawn that the same article should be touched upon but once a year, for it is well known that continually hammering away at the same goods is often to be recommended; but remember not to strike all of the blows with the same hammer, or with the same measure of stroke. Several new and taking advertisements can be easily written on the same grade of shawl, and the marvellous diversity of dress goods admits of innumerable announcements, similar yet different. If possible, advertise one article at a time, if necessary returning to it after long or short intervals. Do not attempt to explode all there is in the stock at one blast. If the good words about one line of goods can be driven into the reader at each loading, be content. Make one day a napkin day, another a sheet and pillow-case occasion, another devoted to hosiery, another to underwear, another to dress patterns. Make the advertisement personal, direct, short, pointed, original. Have something interesting to say, and say it as briefly as intelligible words can tell it. Make every announcement a pressing invitation to everybody. Do not boldly urge people to come, simply invite them; but there must be real life in the invitation. A confidential, personal reading article sort of an announcement is unique, and to be recommended for frequent use. Write it as one would write a letter to a friend, describing briefly and pointedly some particular line of goods. It must be the personification of honesty, and in it should be veins of friendly kindliness and voluntary advice. Set it in Roman type not smaller than pica, with no display, and little capitalization.

Fancy Goods when sold, as they usually are, at the dry-goods stores, properly come under the firm's general advertising. A store which deals in fancy goods exclusively, has, however, ample opportunity for original[ and attractive advertising in the description of the variety of goods constantly in stock. The one-idea-at-a-time rule should be generally followed, and the fluctuations of the thermometer should influence the arranging of the advertisements of seasonable articles. Endeavor to carry some especially attractive line in stock, which would be peculiarly adapted to being advertised. About a quarter of a column should be running continuously, and occasionally it would be advisable to use a much larger space. Have the advertisement as tastily, as freshly, and as handsomely arranged as the goods in the store.

Fish should be advertised all the year around. Few opportunities occur to boom fish by special advertising, but a moderate-sized fresh advertisement of fresh fish, oysters, clams, and the like, is recommended. The first arrival of oysters, lobsters, blue fish, or other fish of seasons, furnishes opportunity for limited special advertising, and an unusual catch of trout or other game fish, admits of a little boom in printer's ink. Such an event is news, and the local papers, provided some advertising be given them, are always ready to print as local matter a reasonable account, with the dealer's name attached, of the catch or arrival.

== FIVE AND TEN CENT stores are now recognized as a legitimate part of the local business of every town of fair size. Their success largely depends upon well directed, catchy, and extensive advertising. The advertisement should be never less than six inches, and frequently a column or more can be used to advantage. Do not advertise more than two or three articles at a time, and let those articles be of positive utility, and to be sold at the lowest possible prices consistent with profit. The almost limitless variety of goods in stock admits of fresh and seasonable advertisements sure to interest the majority of families. . Each line of goods should be generally advertised as extensively as lines of similar goods are advertised at the higher priced stores, but there may be in the advertisement sort of bombastic swing hardly allowable in the advertisements of the higher priced stores. Five cent stores should sail with all the canvas set, provided every sail is full of wind ; in fact, a reasonable amount of wind is to be encouraged.

FLORISTS[edit]

will find moderate and continuous advertising profitable, with occasionally larger advertisements. Fortunate is the florist who can agitate a run on some particular flower, if he have plenty of them. If possible, advertise one kind of flower at a time. Announce that some particular flower is now worn extensively by fashionable people if it is. Watch the reports of weddings or receptions which constantly appear in the society papers of the larger cities ; note the flowers worn, and obtain favorable notices about them in the local papers, and be sure that the article mentions that the florist is carrying a quantity of this fashionable flower. See to it that the local newspapers give ample notice of all elaborate floral designs, which show the taste and originality of the florist.

FLOUR AND GRAIN[edit]

stores should run a moderate sized card, say from two to six inches, in the local papers, throughout the year; and at least twice a year, for periods of a month or so, increase the advertising to double or more the usual space. If possible, advertise a special brand tof flour, under an original name, perhaps; and see to it that that advertised brand of flour is as good, or better, than the advertisement claims. Special advertising on grain should begin early enough to precede the grain selling season, and continue for fully a month subsequent to the opening of the season; returning of course to the usual sized advertisement.

Fruit is an article of variableness, and there are but few retail stores devoted exclusively to the fruit trade that can afford to advertise more than very moderately. Fruit is usually sold at the other stores, and in connection with other perishable goods, forms a specialty to be advertised in its season.

FURNISHING GOODS[edit]

for gentlemen admit of considerable continuous advertising. The advertisement should each time be directed towards some special line, as of shirts, neck-ties, or stockings. A run on shirts is recommended for any season of the year, and on colored shirts with thepening of warm weather. Light-weight stockings are articles of interest • to gentlemen during the warmer months, and thick underwear is an opportune article for special advertising when fall is waning.

Lawn or other summer ties are catchy advertising subjects in the season; and a special sale of suspenders is constantly open to the grasping. A week should not pass without something new, or made to look like new, in the advertisements.

FURNITURE[edit]

is decidedly one of the best articles to be boomed by advertising. Address the advertisement to the family, particularly to the female portion of it. Use considerable space, big type, plenty of catch lines, and all justifiable adjectives. Have much to say about the strength of the furniture, the smoothness of its finish, and of its other woody characteristics. Make an occasional run on chamber sets; a special advertisement can easily be written for each particular set. Boom chairs; expatiate upon the stiffness of their legs. Parlor beds can support a deal of printer's ink; so can chiffoniers and tables. Keep some particular kind of furniture, which is locally new and of superior durability, constantly before the public; and stake the reputation upon its quality. Do not generally advertise more than one article at a time.

Furs are closely allied to the hat and cap trade, and admit of moderate and dignified advertising during the winter and the two or three months preceding it. At one time advertise furs of a quality beyond the reach of any save the wealthy, and put particular stress upon the expense and quality ; then announce a stock of furs of medium quality and price; and follow with advertisements of durable furs of cheaper quality and less price; but do not indicate that the two last are especially adapted to the poorer class of people.

GAS AND STEAM FITTERS[edit]

will find moderate advertising about all that will be profitable. It should be generally limited to a small continuous card, say of from two to four inches, in the local papers, with at least monthly changes. Advertise promptness, and exceed it in practice. Announce that a specialty is made of responding to emergencies, as the bursting of pipes in the nighttime.

GLOVES[edit]

except in the larger cities, are sold in connection with other lines of goods, and form an excellent subject for special advertising. Advertise gloves to fit big hands and little hands. There are winter gloves, and summer gloves, and cheap gloves, and other kinds of gloves; some of season and some without season ; and each class deserves an entire, special advertisement.

GROCERS[edit]

need never stop advertising. The multiplicity of the stock in trade presents something fresh for every week in the year. Advertise the new arrivals. Start a molasses run, or push the sale of canned goods, for a change ; but do not pretend to sell less than cost. Advertise full weight, and verify it.

HARDWARE[edit]

should be moderately and continuously advertised by a card, say from two to four inches, in the local papers. The principle articles in stock need occasional extra pushing, and give opportunity for slight increase in advertising space. After a burglary it is well to call attention to lines of locks; and there are other things which are opportune for advertising at certain occasions, such as snow-shovels in winter, and wire screens in summer.

HARNESSES[edit]

with the repair shop, generally a part of a well-regulated harness store, require little extensive advertising, but that little can be made profitable to the dealer or maker, and needs to be continuous. Whenever possible, advertise some particular harness of undoubted quality.

HATS AND CAPS[edit]

will support a fair amount of advertising, which should be continuous, supplemented with occasional enlargement. The space used should seldom be less than four or five inches ; and as much as half a column or more will be found advantageous, just preceding the change of seasons. A run on some inexpensive, and if possible original, style of hat or cap is recommended. The opening of the straw hat season should be preceded by increased advertising space. Start with straw hats in general, to be followed with some style of straw hat in particular ; then announce a stock of tennis or yachting caps, or some popular, or that can be made popular, kind of light cloth hat. Preceding the cold weather, begin to advertise winter hats; have much to say about some particular style of winter hat. Fur hats make a good specialty for advertising during a cold snap; and beaver and other styles of medium weight hats are worth pushing between seasons. Keep up with the styles, and always advertise stylish hats, with or without stylish prices.

HAY AND STRAW[edit]

should be advertised moderately and continuously, say in space of from two to four inches, with slight increase preceding the opening of the selling season; of course continuing in enlarged size through a portion of the season. Advertise prompt delivery, and be as prompt as is proclaimed by the advertisement.

HOTELS[edit]

will find it profitable to run a small card in the local papers continuously, and to attract trade by advertising in the papers situated in towns in which reside many of their transient guests. Arrange with the local papers to print the list of arrivals, which nearly all of the papers will do gratuitously, if the hotel be running a regular advertisement. See to it that all banquets and receptions held at the hotel are properly mentioned. A complimentary notice of this sort is worth a good dinner to all the newspaper men available.

INSURANCE[edit]

companies have the open field of humanity at their disposal, and should advertise extensively throughout the available territory. I. refer wholly to local companies, or agencies, for an entire book could not cover the field of general insurance advertising of the national companies. A local paper should never be permitted to go to press without the local company's advertisement upon the first page. The space occupied should never be less than six inches, and can run to any size. The names of the official heads, with the directors, should occasionally be included in the advertisement ; but the usual standing advertisement of this sort is not Better announce leading facts, like, "Not A Claim Disputed In 15 Years,""'$100,000 Paid For Losses Within A Year,'"'"Not A Lawsuit,""Prompt Payments Always,'"and the like. As soon as losses are settled, see to it that the local papers speak about it; and remember that in life insurance, large risks taken are interesting items of local news.

Local agents will find it advisable to advertise to more than moderate extent in the local papers, and should advertise continuously. The business furnishes opportunity for many local notices, which should be improved. Letters from parties stating that all business transactions have been satisfactory, and all claims paid with commendable promptness, furnish good material for advertising.

== JEWELRY AND Clocks...

need considerable local advertising, say from three to four inches continuously, to half a column or more, preceding and during the holidays. A dozen new and effective advertisements can be made up upon the qualities and prices of clocks; and each branch of the jewelry line has sparkling opportunity for sparkling advertising. Avoid advertising more than two things at a time ; one thing at a time is preferable. Do not let the holidays get ahead of the holiday advertising. Announce "True time constantly on hand,"and "Watches regulated free.'"

LAUNDRIES[edit]

should keep a moderate-sized card running throughout theear. If cheap prices are an object, advertise cheap prices, specifying the price on each leading article. Announce prices alternately with quality of the work.

LAWYERS[edit]

cannot in good taste insert more than a modest card in the local papers. Lawyers, like all other professional men, have intimate relations with the local press, and can easily exert their influence to get unobjectionable notice of successful suits.

LUMBERMEN[edit]

will find moderate, continuous advertising beneficial, and it is generally advisable to increase it to a limited extent during and preceding the building months.

MARBLE AND STONE[edit]

workers are about on a par, so far as advertising is concerned, with the lumber men ; and will find it advantageous to carry 2 a small card in the local papers throughout the year.

Obtain local newspaper mention of all artistic designs or specimens of marble or stone cutting, as of monuments, fronts of buildings, and special work or carving in marble or stone.

MARKETS[edit]

for meat and provisions need an advertisement of from three to six inches, continuously in the local papers. Advertise goods in their season.

Have a good deal to say about fresh meat, tender steak, juicy chops, cucumbers just from the vines, new potatoes, ripe tomatoes, berries picked to-day; but do not misrepresent. Detection is sure, for the customer has the senses of sight and taste arrayed against the dealer. Announce prices frequently; fair prices for first-class quality.

MASONS[edit]

should do advertising to about the extent done by builders and lumbermen; very moderately and always continuously. Obtain local newspaper mention of unusually large or difficult to perform contracts, and of their successful completion.

MILKMEN[edit]

in general need not advertise more than a small card in the local papers ;. but the dairy-man, with a fancy farm, will often find that extensive advertising of pure farm milk and other products of the farm, will build up a large and permanent patronage. With the present watery condition of milk, at any rate, the supposed watery condition of it, it will take considerable advertising to get new customers, but advertising will do it, if the milk be satisfactory.

MILLINERS[edit]

should carry the style of the hats and bonnets into the advertisement, which should be tasty always, and vary as often as do the styles and number of styles. Let the card be of fair size, say of from two to six inches, throughout the entire year; and at least twice as much space should be used just preceding and following the seasons. Originate some stylish style of bonnet or hat, give it an appropriate and wellsounding name, and force its recognition from every lady in town and about. Cater to the tastes of the community in advertising, as well as in the management of the goods, and let the advertisement be as fresh as the freshest new bonnet. The openings should be well advertised, and written up artistically and correctly. If the local newspaper man has not the peculiar ability to describe the indescribable, find some lady of taste, imagination, and knowledge of millinery, to furnish the substance of the article ; perhaps the milliner can do it, but the chances are that an outsider can produce a freshness generally difficult for one to produce who has lived and worked among the things to be written about.

Music, including musical instruments, absolutely requires plenty of printer's ink to proclaim its sounds and tones. The local dealer in musical things must be one of the large advertisers. The advertisement[ should never be withdrawn, and it should be changed nearly every week. Print testimonials, one or two at a time. When sales are made to local celebrities, see to it that the local press mentions such sales. Carry in stock a large number of some extremely popular air, put the price on it down, and keep the local papers full of it. If some amateur musician or singer of note renders it, be sure the name of the piece is given in the report of the performance. Always have some new and catchy selection before the public, and through advertising it, force the people to purchase not only the piece in question, but to look over the stock on hand; in other words, have constantly a drawing card before the public, and be sure that it has sufficient worth to substantiate the advertising claims.

Paint dealers, so far as advertising is concerned, are about on a par with painters; but should do in addition a more or less amount of special advertising of ready-mixed paints, in their season ; and if the town is of considerable size, it may be beneficial to extensively advertise this commodity.

PAINTERS[edit]

should advertise about as moderately as do builders and lumbermen ; and they may find it advisable to do a little special advertising slightly preceding the house-painting season.

== PAPER Hangings require a moderate amount of continuous advertising, sayrom three to six inches in the local papers. At one time advertise cheap and pretty designs for the chamber ; then announce a line of hall papers, cheap and expensive; follow with a moderate sized blast on a stock of unique and artistic designs for the dining room ; devote considerable space to inform the people that really expensive-looking parlor papers can be sold at extremely low prices consistent with profit. Advertise blue papers, red papers, sunset-glow papers, green papers without arsenic, smoothly.finished papers, rough papers, dados, borders, centre-pieces, imitation frescoes, Lincrusta Walton designs. Avoid advertising more than one or two at a time.

== PHOTOGRAPHERS will find it advantageous to run their advertisements in the local papers continuously. The advertisement should occupy never less than two inches of space, and from that up to a half a column, and from four to six inches on an average throughout the year. The photographers who cater exclusively to the fashionable trade should hesitate before extensively announcing cut prices, but a good many photographers can, with advantage, use flaming advertisements announcing specialties at special prices. Advertise children's pictures taken in the twinkling of an eye. In fact, the photographer who has the reputation of taking the finest children's pictures in town, can, from using them as leaders, draw to his studio the trade of all ages. See to it that the newspapers mention locally the taking of photographs of celebrities and prominent personages, provided no objection be made by the sitter to the publicity. The taking of groups, of families, or of societies, furnish allowable local news, the name of the photographic artist to be given in the notice.

PLUMBERS[edit]

should run a card in the local papers throughout the year, the advertisement to occupy from two to four inches of space. Announce promptness in repairing, and be as prompt as the announcement.

== REAL ESTATE men will find it necessary to run a card in the local papers, say of from three to six inches, continuously, with marked increase of space for special sales. Advertise for houses and land to sell, and houses to be let ; and when property is placed in the agent's hands for disposal, advertise it as extensively as is consistent, using for the special advertise. ment not less than six inches of space, and often as much as a column. In describing the premises follow the directions given for auctioneers ; in fact, as far as advertising is concerned, real estate agents and auctioneers are closely allied. Influence the local papers to print full description of the property. Make it a point to collect local real estate transfers and other similar news for the local papers ; charge them nothing for it,- the editors will gladly repay the kindness in local mention, which amounts to very good advertising.

RESTAURANTS[edit]

require continuous advertising in the local newspapers, say from two to eight inches of space. The purity of the viands is the one great thing to be advertised. Speak of the home-made bread, the pies, the cake. Announce pure milk, good coffee, creamery butter. Advertise the tender steaks and chops, and the juicy roasts. Have some especially good dishes, like English chops, plum pudding, Welsh rare-bit, short-cake, apple pie, and use them as leaders in advertising.

Safes have no special advertising season, except perhaps that more safes are sold during the month of January than in any other month. Read the large city papers, and whenever a burglary or fire has occurred, a large proportion of the loss resulting from the lack of a safe or vault, announce the loss and its cause in the advertisement, and in big type proclaim the advantages of having a safe or vault upon the premises. Do not miss the opportunity, always offered to advertising, whenever a safe has passed through a fiery ordeal unharmed. Local advertisments of safes should occupy from two to six inches of space, and an advertisement of some size should run throughout the year.

== SCHOOLS AND TEACHERS should advertise to the extent of from two inches to half a column, for the former ; and from one to two inches for the latter; during the whole, or at least, the last month, of vacation, and it is generally advisable to continue the advertisement for a month or two longer, to begin again before the winter term opens. Music teachers, and others, who devote their energies to some special department of education, will generally find it beneficial to run a continuous advertisement, Opportunity is constantly occurring for much newspaper mention of commencements, examinations, exhibitions, musical soirées, which are pleasing to the pupils, and furnish unobjectionable advertising, which, if carefully directed, must recur to the benefit of the school or teacher,

== SEWING MACHINES cannot be sold to any great extent by local agents without extensive local advertising. The advertisement must be as sharps the competition; it must parade the advantages peculiar to the machine into the by-ways and hedges in town and surrounding districts. Challenge competition. Have competitive trials with rival machines, that is, if there be a fair show of success; and if success results fairly, paint the town with printer's ink. In advertising sewing machines, modesty is not a virtue. Do not be afraid of big adjectives and plenty of them. But do not lie about the qualities of the machine, for a lie in this direction is sure to come back to roost in the store which hatched it. Advertise machines for rent, and to be sold on instalments. Force the machine, if it have sufficient intrinsic value, upon the public; show specimens of its work; but do not pretend that it will do what it will not do. Dispel the popular libel upon the trade that sewing machine agents are the personification of cheek and misrepresentation, by being scrupulously honest; but remember that big words and booming statements to be effective need not be given to exaggeration.

STABLES[edit]

require a reasonable amount of local advertising, say from two to four inches in the newspapers throughout the year. Make up special advertisements, as, "Good Trotters To Let,""Saddle Horses,""Family

"Teams,'"'"Horses Children Can Drive,"and the like. During the summer season advertise phaetons for ladies; during the winter, sleighs for everybody. Occasionally announce that horses really enjoy boarding at the stable.

== STATIONERS == AND BOOKSELLERS need continuous advertising of fair size, in the local papers. Keep the most fashionable letter paper in stock,

. and before the public. Advertise diaries of all sizes, shapes, and prices, during December. Interest book-keepers in the quality of the ledgers and other account books. Announce engraved cards and invitations as specialties, and have a big frame of samples in the store or window. Create a run on albums. Especially advertise school books just before the opening of school. Always keep a stock of the popular novels and other books, and boom the particular book which is known to be receiving[ national comment. It is well to especially advertise cheap editions of recognized works ; in fact, it will often be found beneficial to use this class of pamphlets for a leader in attracting more profitable trade. If the publisher of a book in great demand has not presented the local editor with a copy, give him one for review, the name of the local dealer to be mentioned ; and furnish the editor with occasional notes and comments about the book, which will aid in stimulating and holding the demand. The stationer's and bookseller's advertisement should be continuous, never less than three or four inches, and often as large'as from a half to a whole column, especially preceding Christmas.

== STOVES AND FURNACES naturally should have double the amount of advertising, preceding, and during the cold season; but the dealer should guard against falling into the popular error of stopping the advertisement during any portion of the year ; although, of course, it is generally advisable to cut down the advertising space about one half during the warm months. Have much to say about the heating qualities of the stoves and furnaces, the fuel required, the small amount of work required in their care. Re-print in pamphlet or circular form, some lecture or article on ventilation and heating, and with it the advertisement of some stove, furnace, or other heating apparatus, which conforms to the sanitary principles of the lecturer or author. Open-grate stoves are worthy of special pushing; furnaces require considerable advertising ; and parlor stoves need their peculiar qualities and external appearance bulletined in the local papers. Original and attractive advertising can be suggested by the cooking qualities and conveniences of the kitchen stove, with special stress upon the economy of fuel, the capacity and the conveniences of hot water tanks, warming ovens, bracket shelves, and other commodities with which first-class cooking stoves and ranges are now fitted. The advertisement should vary in size from two inches or more in the dull season, to six inches to a column during and just preceding the cold weather.

== TAILORS

will find beneficial continuous and moderate sized advertising in the local papers. The card should vary in size from two inches in the time of between seasons, up to a half column preceding and during the busy months of the year. Do not stop the advertisement at any time, for a surprisingly large number of people invariably put off getting measured for clothes until late in the season, and the progressive advertising tailor is certain to gain much of the tardy custom. It is sometimes advisable to announce cut prices between seasons, but let the cut be confined to the price, not to the quality of material or workmanship. In some places tailors of conservative and high reputation will hesitate about lowering the price at any time, and will confine their advertising to the modest, unobtrusive card of from two to four or five inches in the local papers, supplemented with handsomely printed or engraved announcements. A popular line of durable fabric, of assorted colors, can be used as a leader; and uniforms for local military companies, bands, firemen, secret, or other occasional parading organizations, form opportunity for extra advertising. A run on well fitting, well made trousers will bring considerable new trade, which may become permanent. Tailors' advertising must be adapted to fit the town, the character of the trade catered to, and the seasons.

== TEA AND COFFEE stores require much local advertising ; never less than a running continuous card of from three to six inches, and often from half to an entire column can be advantageously used. Have some special grade of tea or coffee for a leader. State its quality and its price, both of which must vary to suit the condition of the customers. No matter what the quality, have it unadulterated, and preciselynadulterated, and precisely as represented. Announce hot tea or coffee for fairs, parties, or assemblies. Grind the coffee on the premises, in the window if convenient. Cocoa and chocolate a part of the trade, and furnish opportunity for advertising. By quality, price, and the advertising of them, establish a local reputation, and maintain it by keeping up the standard of the goods, and the freshness of are advertising. Never discontinue the advertisement, whether trade be dull or brisk.

If particularly dull, increase the advertising space. The frequent prevalence of offering premiums of glass or crockery ware is profitable in many districts, and when used furnishes material for effective advertising ; but do not let the expense of the gifts depreciate the quality of the tea or coffee to be sold. It is far better to have no premiums at all, than to combine them with a doubtful quality of tea or coffee.

Tinsmiths should run a continuous card in the local papers, say from two to four inches. Advertise some special line of ware which is a necessity in every household. Always announce repairing done with promptness.

== TRIMMINGS

admit of considerable local advertising, say from three or four inches of space to double that amount or more. Change the advertisement every week, and if it runs in a daily paper, have it fresh every day. When sold in connection with other lines, as trimmings generally are, they furnish fine opportunity for special advertising, and can be advantageously used for runs or leaders. Advertise few at a time; a detailed description of the stock is impossible ; and a well-written advertisement of even one class of trimmings, with casual mention of the completeness of the stock, will by no means limit trade to the class advertised. Advertise the fashions, and if possible be the first in town to announce fashionable designs in goods advertised.

== UNDERTAKERS

cannot consistently do more than a moderate amount of advertising. The card should occupy a space of from one to four inches in the local papers, and should run continuously. Announce that calls are answered at all hours of the day or night.

== WHEELWRIGHTS AND BLACKSMITHS

... will find a small card in the local papers of benefit. The advertisement should run continuously and occupy from two to four inches of space. Announce promptness in repairs and care in horse shoeing. If an improved nail or shoe be used, advertise the fact, with the advantage.

== NEWSPAPERS.

"Twas in the newspaper, and all the world now knows about it.'"

In the United States and Canada there are about 16,500 periodical publications, of which nearly 12,500 are printed once a week, and of the latter number over ten thousand, or nearly two-thirds of the entire periodical list, are what are known as country newspapers.

There are more than fifteen hundred daily papers, of which close upon one thousand are so-called provincial sheets, that is, daily papers printed in towns or cities where the population does not exceed fifty thousand.

The monthly magazines, and other periodicals issued monthly, number in the vicinity of eighteen hundred. In a work upon local advertising, as is this, it is out of place to speak of advertising in this last named class, the advertising space in which is exclusively beneficial to national advertisers.

Any town in the East of three thousand people, or a town in the West of scarcely over five hundred inhabitants, without a local organ, is unworthy of more than a small type designation upon the county map, to be ignored completely by the Map of State.

Few towns in the East with populations less than five thousand find it possible to support a daily paper, and there are not many daily papers in the East published in places with a less population than ten thousand.

The rush, enterprise, push, and free trading propensities of the Western people, make a daily paper possible and profitable in many towns where the total population does not exceed three thousand, and thereomparatively few county centres in the West containing five thousand people without one or more daily papers which are supposed to be remunerative.

By local papers, I mean papers with the bulk of their circulation limited to local territory. The New York Herald is to be classed as a semi-local paper, for half of its circulation is in New York City and suburbs, the balance distributed over the country. Harper's Weekly is not in any sense a local paper, for its circulation, although of course proportionately larger in New York City, is distributed more or less evenly throughout the land.

Papers like the Chicago Inter-Ocean, the Boston Herald, or Boston Globe, Baltimore Sun, Philadelphia Ledger, and San Francisco Chronicle, are local publications, to the extent that in the vicinity of nine-tenths of their circulations are confined to the cities in which they are printed, with its suburbs, although of course they have more or less national distribution. Papers like the Worcester Spy, Springfield Republican, Des Moines Leader, Kansas City Journal, and Denver Republican, find their circulation almost exclusively limited to the cities in which they are published, and to a certain amount of the surrounding territory.

In cities or towns of from ten to twenty thousand inhabitants, newspapers printed therein circulate but little beyond a ten to twenty mile boundary line, except where the county is very large in territory, when it is fair to presume that a certain portion of the papers are distributed throughout the county, provided they are published at the county seat, and there are no other towns in the county sufficiently large to support as good publications.

The term country newspapers is intended to apply to daily or weekly publications published in cities or towns of less than twenty thousand population; but what is said regarding country papers more or less aptly applies to newspapers in general, even though published within the largest cities.

Any line of goods retailed for household or personal use is sold almost exclusively to regular readers of regular local papers.

In any half-decent community it is fair to assume that, with a fairly reputable local newspaper, ninety-nine per cent. of the buyers are regular or occasional readers.

I do not believe that ninety-nine and 99-100 per cent of the people who do not see the local papers have enough brains or money to be trusted to purchase anything except the absolute necessities of life.

The newspaper, then, furnishes the most effective, and I might say the only, means of reaching the local public, and it can be set down as an unexceptionable rule, that no local dealer or business man can afford not to advertise locally, and that nearly nine-tenths of his local advertising should be done through the medium of the local newspaper.

Perhaps the local newspaper has a '"patent inside,"or a "patent outside "; perhaps its advertising type is poor and its news type in no better condition ; perhaps the whole mechanical and editorial work on it is done by one man and two boys ; '--if all these be so, then the chances, are that the paper is fully up to the support given it; for a local newspaper is the most correct mirror of the business and social life of the town or city, and there are very few editors and publishers who are not willing and anxious, and who have not the ability, to make their papers just as good as they can with the support given them.

Perhaps the editor of the local paper may not appear to be much of a fellow---there are drones in the journalistic profession as well as in any other; perhaps some particular editor is not up to the average, but remember that if he be respectable, and the average country editor is certainly up to the level of his community, he sways a power for business good or evil.

Respect the country editor. He may be a crank,--- most leaders in anything are cranks; without cranks the universal wheel would stop turning; -- he may wear poor clothes; he may live in not half so good a house as does the merchant; but ten chances to one he is intelligent,[ well-read, and knows infinitely more than one-half of the well-dressed dudes who smirk behind the counter, wear better clothes than do their proprietors, and trade their looks upon the auction block of society.

The country editor is not often given to decorating the outside, he fills the inside ; and if he be given the support he deserves, his family may be among the prominent customers at the store.

The best people in any locality read the local paper, be it ever so poor or humble. To the great majority of the local customers it is the one locally effective advertising medium bought and paid for. It is paid for, and that which costs something to obtain is utilized. It is read, because that is the object for which it was purchased. It has influence in its field, and an advertisement of ten square inches in it is worth more than an acre of circulars.

There has never been invented an advertising substitute for the news. paper; all else is supplementary, and effective largely when used in connection with the legitimate advertisement in the legitimate newspaper.

The local newspaper has been, and always will be, a necessary visitor in every civilized family. It is read alike by rich and poor. The ignorant richay scoff at its short-comings, and criticise its style, lack of style, and make-up; but when they say they do not read it, believe them not; they do read it, and the more they find fault with it, the more it proves that their reading of it is thorough. Not to read it would deprive them of the privilege of kicking.

A local advertiser has, or ought to have, iocal standing. He is known, or should be known, throughout his field, in a business or professional way.

His announcements have upon them the stamp of location and intimacy; consequently they often rise to the dignity of local news. If he be known, he must keep up the acquaintance through the medium of the Press. If he be unknown, he must be introduced to the people through the same medium.

There is something the matter with the retail dealer who cannot utilize the advertising columns of the local paper.

The man who does not find advertising profitable generally finds business unprofitable. If his advertising does not pay, the fault is not generally to be laid at the door of the newspaper; the fault is in the method of applying that which, if applied rightly, must bring in a satisfactory harvest.

The newspaper must be used intelligently, as anything else must be used to bring success.

It is always well to be careful about the position the advertisement is to fill within the coluinns of the local newspaper. It is impossible to lay down an invariable rule of position, because every paper is made up somewhat differently.

It is, however, obvious that top of column is better than bottom of column; that next to reading matter is preferable to being surrounded by other advertisements. A large, well-displayed, and well-written advertisement on the first page of a newspaper, even though the entire page be occupied by advertisements, is sometimes more effective than the same advertisement on the inside pages, though it be at the top of the column and next to reading matter.

The advantage of being next to reading matter depends largely upon the position of the reading matter, and its quality.

A large advertisement is liable to be read in almost any part of the paper. A small advertisement, of course, is not so readily seen, and should be in a prominent position.

I think that a five-inch advertisement at the top of the column, and near good reading matter, is worth more than a ten-inch advertisement entirely surrounded by other advertising. But a double-column advertisement on the first page, filled with big type and startling announcements, would not by any means be worth double what it would be if it occupied an inside position ; for a large advertisement is very liable to be seen, no matter where it is placed; but of course it is advisable to place it in the best light possible.

It is well to have the advertisement on the same page ,as appears the local matter, or on the page facing it. The local matter in a paper is that[ which is first sought for and most thoroughly read; and if the advertisement be so close to it that, even while reading, the eye cannot avoid the advertisement, the contents of the advertisement are continually forcing their way into the mind of the reader, though he be unconscious of it.

The newspaper is the connecting link between seller and buyer. It is the messenger of invitation, the master of ceremonies. It carries the words of the seller to the buyer, wherever he or she may be, whether in the cottage, or in the hotel, in the drawing-room, the boudoir, the kitchen, or the basement. It is the Mercury of advertising, instantaneous in transit, possessing the key which will unlock every door shut against the advertiser, and which sometimes assumes to be shut against advertising == CIRCULATION AND RATES.

"A little cash will tell the story everywhere.'"

Of the about sixteen thousand five hundred periodical publications in the United States and Canada, an intelligent calculation gives about four thousand of them as having an average circulation near five hundred copies per issue; and nearly six thousand are given as printing at each issue in the vicinity of one thousand copies. Probably not more than four thousand possess a regular issue of over one thousand copies, and there are less than one thousand which sell more than ten thousand copies at an issue.

Except in the larger cities, weekly papers have generally a much larger circulation than have the dailies, and it is fair to assume that the average first class country weekly paper sells about one thousand copies at each issue, although there are many country papers which have circulations from fifteen hundred to as high as three thousand, but the latter figure is not enjoyed by probably over one hundred purely country newspapers. A very few country papers print regular editions of five thousand copies. Small circulations, I grant, yet every copy of aocalaper goes into the household of probable customers, and each copy is undoubtedly read by from two to a dozen different people, raising the paper's reading circulation to many times the actual number printed.

I give these low figures simply because I believe them to be facts, not to depreciate the value of advertising space, for I thoroughly believe that,[ to the local advertiser, the space occupied in the local paper is almost invariably worth that which is charged for it.

Fair rates for advertising in local weekly papers range between three cents and five or six cents per line, for transient advertising.

A column is an indefinite article. It may mean fifteen inches of space, and it may refer to over twice that amount. A column, say twenty four inches in length, is worth in the country newspaper, from one hundred dollars to three hundred dollars per year, on regular full column yearly contracts. In about half of the country papers the former figure, or about it, should be taken. In the better class of country papers, that is, papers published in the larger towns and at county seats, the price, per column, per year, may run from one hundred dollars to two hundred dollars, and in the better class of this better class, three hundred dollars would be considered about the highest justifiable rate to be charged.

A half column of space is rated from five per cent. to ten per cent. proportionately more than a whole column space is rated, and less space than a half column should be charged at about twenty per cent. additional proportionately, over the full column rates.

The old rule of one cent per line per thousand of circulation, applies to the larger papers, and could not be properly accepted by the local papers, which are hardly worth so high a rate to the general advertiser, and are worth very much more to the local advertiser, to whom their advertising space is invaluable.

In local daily papers, advertising space is worth from one-half to twothirds the price of that in the weeklies; or conversely, an advertisement in a daily is worth three times as much, or more, per week as it would be worth in a weekly, circulation and quality conditions corresponding.

Sunday, semi-weekly, and tri-weekly papers are generally classed with dailies, so far as advertising rates are concerned.

Daily papers in cities of from twenty to one hundred thousand population, are liable to possess very good circulations, say from one to ten thousand, or even fifteen thousand, in exceptional cases, and can command[ advertising rates of from five cents to ten or fifteen cents a line for transient advertisements, and from three hundred to one thousand dollars per column of twenty-four inches per year, with proportionate increase for smaller space and less duration of advertising.

The few large city dailies which claim to print, and very likely do, from thirty to over one hundred thousand copies a day, command from twelve and one-half cents a line for '"wants,'"to twenty-five or thirty cents a line for run of paper, and from that to one dollar a line for cuts and preferred position.

Quantity of circulation should be first considered, next quality. Quantity amounts to little without quality, and there is no use advertising in '*papers which have only quality.

An advertiser has no more right to beat down the advertising rates quoted him by the publisher, than has the publisher a right to demand discounts on flour or dress goods.

The space in the local newspaper is merchandise, as much so as tablecloths or wash-tubs. The publisher has it for sale, and he expects, and should obtain for it, a fair price.

The popular idea that an editor is glad to fill up his paper with anything and everything is absurd. Very few papers, even small country papers, are issued which could not throw away all the matter in type and find enough live copy to reset the entire paper.

The editor is always glad to get news, and he is ever ready to reciprocate for favors done. He sells his space as the merchant sells merchandise. He wants the equivalent for it in cash, as the merchant wants hisay in cash.

The bread and butter of the publisher comes from his paper, and he can no more afford to give away space in it, than can the merchant afford to present the publisher with arm-chairs or cooking stoves.

Do not pay for advertising in trade. Buy for cash, sell for cash. [A There is no objection to presenting the editor with a suitable gift in recognition of his many journalistic courtesies, but let the gift be given as a present, and not with the explicit understanding that the editor shall immediately return its value in printers' ink. The editor will undoubtedly pay for it three times over, if he be not asked to do it; and then the merchant gets the benefit of the advertising without paying more than a third of what it is worth, and the good-will of the editor for the generosity and courtesy But advertising, pure and simple, should be paid for in cash, and only in cash. The merchant should treat the publisher as he treats another merchant; buy the advertising space as he buys anything else ; buy it with the same shrewdness that he displays in purchasing his stock in trade. Ask for any reasonable discount for cash. But he has no right to assume that advertising space is not merchandise, and that it can be purchased for little or nothing, if little or nothing be offered for it.

One of the best tests of the value of a newspaper is the rigidity of its advertising rates. The better the paper the less variable are its rates, and the smaller its discounts.

The publisher who will undercut legitimate discounts is doing it simply because he is not able to get the regular rates, with of course the customary discounts for time and space; and if he be not able to get those rates, it is sometimes fair to presume that his advertising is not worth what is asked for it.

A publisher who will do unusual cutting in rates is open to suspicion, and even at the most absurd cut-rates, the advertiser had better hesitate before placing his advertisement, until he can ascertain the reason for the unusual cut.

== WRITING

"'Tis not so much how much is said, --- 'tis how it's said.'"

== BREVITY

is the soul of advertising, as it is of about everything else. It takes a genius to describe the contents of the counters of a dry goods, or of any other kind, of a store, in a hundred words; but any one, who understands the use of pen and ink, can describe anything, if he have the disposal of the space of a book to do it in. But the reader may peruse the whole of the one, and not attempt to read a part of the other.

Do not set before the prospective reader more than he will read. A steady, small stream will fill the bucket to the required fulness. A stream larger than the bucket will fill it, and slop out half of the contents.

There would not be the slightest objection to cramming the advertisement, if the reader would digest it; but the trouble is the reader will not even taste enough of it to learn its flavor.

An advertisement is a silent drummer; and people in general Imagine themselves to be opposed to drummers; and there is certainly an appearance of objection with a proportion of the community against advertising in general ; consequently it is absolutely necessary that the advertisement should be so written that the reader will absorb it before he has time to remember the conventional apathy he may suppose he possesses.

The wording of an advertisement frequently rises to the dignity of literary character ; indeed, it is easy, if one possess the ability, to throw[ considerable literary work into the construction of a single headline; and right here it is opportune to say, that the average business man considers himself too much occupied to give the time to the proper construction of effective advertising.

It is no depreciation of a business man's ability to say that few have, or can have, in justice to business affairs, the trained knowledge sufficient to make the advertisement as effective as it would be, if he should possess that which the present business methods have so far refused to teach him.

I do not mean to imply that the business man can not write, or learn to write, a good advertisement. He can so learn, if he will but give intelligent attention to this essential department of his business; and any business man, no matter how busy, to be a successful advertiser, must study the methods of advertising thoroughly and carefully, or else engage the professional services of some one competent to write and direct his advertising.

In many cases the employing, regularly or occasionally, of such trained assistance, is to be recommended.

The value of a well written advertisement can hardly be over estimated.

There are plenty of cases on record where the composition of a single effectively written advertisement has been worth several hundred dollars.

The idea, resulting in the words, "Fanny Fern writes for the Ledger,'"as applied to the advertising of that famous national publication, was the lightning stroke of a genius. These words alone were made to fill entire pages in the leading daily papers, and America wondered at the extravagance of space, and bought the Ledger.

If head-lines be used, and they are recommended for nine-tenths of the advertisements, the burden of the advertisement hangs on the head-line.

While the advertiser should preserve a certain personal identity in his advertisements, it is not generally advisable to continue in the same line of style and make up.

There are some lines of goods which occasionally require extended[ description, but when long descriptions occur it is well not to have them run more than once or twice in succession ; and the intervening advertisements should be particularly short and crispy.

Books are published to be sold, and are sold. The purchaser buys the book because he wants to read it, and yet every attention is given to the typographical make-up of the book, to have it set up in clear, readable type, with plenty of space between the lines, and frequent paragraphs.

If so much attention be given to the typographical appearance of that which will be read somewhat irrespective of its appearance, should not more care be exercised in the construction of the advertisement, to induce people to read that which they imagine they do not really care much about reading ? The common form of writing advertisements is to put big statements into big type.

Generally a statement cannot be too broad and strong, if it be true.

There is no objection to using very large display type, provided there are not too many similarly prominent lines in the same advertisement.

Large type lines should never be close together. They should either be separated by blank space or by printed matter in small type.

The value of large type is dependent on its contrast with the type preceding or following it. Frequently the smallest type, by its very minuteness, if there be no large type in the same advertisement, makes nearly as conspicuous a line as one set in the largest type.

In the majority of advertisements, display lines are used, and probably always will be used. They may not look artistic, but there is no denying that there is a business look about large type, which cannot be readily produced in any other way.

. If the writer have the ability, and the printer the type to set it in, the literary or artistic form of composing advertisements is to be emphatically recommended. A distinct and original style should be persisted in, and there is absolutely no limit to the possibilities which are open to the practised writer of artistic and literary advertisements.

It is easier to write a displayed advertisement than any other style of advertisement, and unless one understands the composition of the socalled higher grade of advertisement writing, he had better confine himself to the common form of displayed advertisement, bearing in mind that brevity is the one great consideratum.

An advertisement can be instructive in a general way, so as to contain positive information, which will be read and looked for, and which cannot be read without the substance of the advertisement permeating the remotest recesses of the reader's brain.

The more an advertisement appears not to be an advertisement, the better it is, sometimes, not always, for a business advertisement, written for business, about business, will bring business.

Direct advertising is generally better than indirect, but a combination of all of the methods is the most effective, and the advertiser should strive to follow a style of advertising different from the common style prevalent in his territory.

The personal letter form of advertising, which tells in a gossipy, sprightly style, with more or less of description, of the goods offered for sale, is to be recommended for frequent use. In this style of advertisement use few paragraphs, a modest heading, or no heading at all, and Old Style Roman, or Full Face type, is generally the best style of type to set it in. The size of the type should not be smaller than will comfortably fill the space, unless the advertiser be willing to pay for considerable blank space at the top and bottom of the reading matter. The blank space is not wasted, for it not only helps the typographical appearance of the advertisement, but by seeming to make the advertisement so brief, increases the chances of its being read.

The negative form of writing advertisements, that is, apparently running down the advertiser, provided it be done so that it is plainly intentional, is occasionally beneficial.

For instance,"Brown makes the best candy out of the poorest molasses."Or, the dry goods dealer might announce, '"The poorest calicoes at the

aighest prices. No attention paid to customers. Shrinkable ginghams warranted not to wash. Ten thousand handkerchiefs, not worth five cents apiece, at twelve dollars a dozen."

This class of advertisement must be written in the broadest style of exaggeration, and should appear not more than a few times during the year; and never should be used at all if the advertiser have doubts about the way the public will understand it.

If the advertiser or writer possess a humorous veịn, he can often use it to advantage; but before attempting anything in this line, he must be sure that his humor is genuine, not imaginary. No matter how good the humor is, the shorter it is the better; and the advertisement should be all humorous, or not humorous at all.

Rhymed advertisements are often effective, and as they are little used, have the appearance of originality. But if reputation be valued, do not indulge in this sort of advertising, unless the services can be secured of one versed in the art of versification. Poor prose is bad enough, but poor rhyme is an abomination.

The reproduction of newspaper squibs, pertinent to the goods advertised, is a new and very effective form of advertisement. The squibs should closely resemble the original, including the heading of the paper from which they may be taken. Plenty of white space should be allowed, and the advertisement should contain only the newspaper article.

The same newspaper advertisement should never run over a month without change; better change it every time. If something new cannot be picked out, rewrite the old.

Make every advertisement readable.

Remember that the advertisement should be written for the eye of the reader, not as a means of personal gratification to the advertiser.

Do not have half the advertisement blow, the balance bluster.' Do not allow two display lines to come together.' Have all of the sentences short.' Always see a proof of the advertisement.' Do not have the firm name and address occupy more than two or three lines of medium sized type.

A dictionary is a necessity in every office, particularly so where advertisements are written. An unabridged dictionary is a mine of information, and is a material aid to good composition.

Briefly, the formula for writing an advertisement consists of brevity, originality, typographical appearance, shrewdness, something to say, and plenty of space to say it in.

== PUFFS.

"A newsy puff is never called a puff by name, but is a hundred times a puff in worth.'"

The man who wrote the first advertisement probably engineered the printing of the first news item referring to the goods advertised.

To France is due the origin of the word [puff][. ]In that country, years ago, a certain prevalent style of head dress was called [pouff][. ]In arrangement it consisted of the hair of the head raised high over cushions of horse hair, and ornamented with objects indicative of the taste of the wearer, or to display historical incidents which had occurred in the wearer's family.

The Duchesse d'Orleans, on her first appearance at Court after the birth of a son and heir, adorned her pouff with the representation of the nursery, the baby, a cradle, the nurse, and a basket full of playthings, all exquisitely executed in gold and enamel.

Madame d'Egmont, the Duc de Richelieu's daughter, after her father had taken Fort Mahon, wore, in commemoration of the event, on her pouff, a little fortress worked in diamonds, with mechanically working sentinels run by clock-work.

This advertisement of personal victory appears to be the origin of the present word [puff][, ]which is now applied to that class of reading matter in the newspapers.

The use of the puff is perfectly legitimate, and its universal use the best evidence of its importance.

The fundamental principles of direct advertising apply conversively to puffing.

Puffing, to be worth much of anything, should be indirect. The words, "The best goods are at Brown's,"are hardly worth the paper they cover in the newspaper.

If the business of the puff is transparent, then the contents spill upon rocky ground.

The puff should be news of some sort, with as much cat-in-the-meal about it, as it will absorb without showing it upon the surface.

For instance, a dry goods store is advertising attractions in cottons. If the item in the local columns of the newspaper says that '"Brown's cottons are unequalled, and everybody should buy them ;"practically no benefit is derived. But if the item read that

"Truckman Smith's largest wagon was obliged to make four trips from the depot to convey the first shipment of Brown's cottons'"; or that "One of the largest wagons in town passed up Main Street four times yesterday, loaded with cotton cloth, each package being marked Brown & Co."; the people read the item as news; and nine-tenths of them believe it to be news, uninfluenced by the advertiser.

Of course a puff is instantly recognized by the experienced advertiser, but the experienced advertiser is in the vast minority. It is only necessary to so regulate the substance of the puff that none save the experienced will readily discover the intentional import of it.

If the puff should be recognized as a puff, provided it did not contain misstatement, no injury is done, save that a large proportion of its value to the advertiser is lost.

I do not believe a great deal in the benefit to be derived from the disappointment or surprise sort of a puff ; that is, the article which opens upon some readable subject, interests the reader at the start, continues the interest, and climaxes it with a bald-headed reference to the article advertised. Such a puff disgusts the reader, and is very liable to counteract the intention of its writer.

So construct the puff that the puffy part of it naturally becomes a part of its substance without apparent intention. For instance the following is at worst semi-local news :

"For over a month customers at Brown Brothers' dry goods store have noticed the huge pile of Himalayan shawls which rise from the shawl counter. Yesterday Mr. John Brown offered a half holiday to the clerk who guessed the nearest to the total retail price of the shawls contained in the pile. The guesses ran from '$500 to '$1,500, and Mr. William Williams won by a guess of '$800, which was within '$7.50 of the correct answer, the pile containing 201 shawls, with an average price of about four dollars, the cheapest shawl being marked '$1.75, and the most expensive '$12.'"

People will read the above item, and the local paper is glad to print it, yet it contains a most pronounced puff, calling especial attention to the stock of shawls at Brown Brothers' store; speaks particularly of the big pile, which will attract people; tells the average price of the shawls ; the lowest price of the shawls; and the highest price ; in fact, it gives about all the information desired, without appearing to give it at all.

The advertiser should have his business constantly before the public, always in the advertising columns, and as often as possible among the news.

No store can exist which is not equal to creating newsy puffs; for the motion of the business is constantly turning out newsy items, which simply need collecting and adapting, to answer the triple purpose of being acceptable to the newspaper, reader, and advertiser.

One two-line squib in the news columns is worth a dozen in the regular column of puffs.

Keep out of the company of puffs. Have all the puffs so newsy that they are worth a place with the news.

Have nothing appear in the reading columns of the paper which can disgust the ser.sible reader. There are some people in every community who will be disgusted at anything. It is useless to attempt to avoid their[ criticisms, but it is essential to avoid the criticisms of the average reader.

The puff in no way takes the place of the legitimate advertisement; it is simply supplementary to it, and without the regular advertisement, would be worth but little, if anything.

The character and standing of a firm can be very much increased by judiciously arranged puffs, and it can be very much injured by indiscriminate puffy puffs.

If the advertiser be able to write his own puffs, it is better for him to do it himself. If he cannot write them, it is generally easy to find some employee who has the ability of constructing news items. In case such an employee cannot be found, the editor will dash them off by the yard, but the advertiser should see to it that no puff whatever appears in the local papers, unless he has seen the manuscript, or a proof of it. Many an editor, as a return courtesy, has written puffs which have been direct injury, when the opposite was intended.

The extensive advertiser can obtain one or more newsy puffs in every issue of the paper in which he advertises, and a little care and attention by himself and employees will make it a very easy matter to construct as many of these newsy puffs as any local paper will feel justified in printing, and as many as it would be advantageous for the advertiser to use.

Testimonials are a form of puff, and, when occasionally used, very effective ones.

Testimonials must be short, and come to the point in a pointed way. If the writer of a testimonial does not construct it so that it is readable, in most cases better not print it. Generally, the writer will not object to a reasonable amount of editing, that is, putting the testimonial into presentable shape.

Testimonials can be used in the direct advertisement, or can be printed in the news columns.

The following samples of puffs are presented as aids in writing newsy local or otherwise interesting items, which will be acceptable to the[ average newspaper reader, are not too far removed from the news or semiliterary limit to be consistently used by the newspaper, and which contain sufficient of the meat of advertising to be of benefit to the advertiser.

The samples are set in leaded Bourgeois type, to the measure of 1372 Picas, and consequently occupy about twice as much space as would the same matter when printed in the reading columns of the large city daily, which uses solid Nonpareil type for its reading matter; and about onethird more space than they would in the Minion type of the few high-grade weeklies which use it; and about fifteen per cent. more space than if placed among the locals in the average country paper where Brevier type is generally used.

The substance of any one sample puff can generally be easily adapted to fit a line of business entirely foreign from the one mentioned in the sample.

Some of the sample puffs have headings; some have not. Some newspapers use headings for news matter extensively; some make up a majority of the reading columns in paragraphs, with few head lines.

The puff should be set to conform to the typographical "make-up"of the news arrangement of the paper.

Hoe for Everybody. A reporter of the [Herald][, ]while waiting at the agricultural warehouse of Brown Brothers, noticed the large number of hoes, shovels, and rakes there for sale. Curiosity prompted him to approximate their total number, which resulted in about 450 hoes, 725 rakes, and 650 shovels, making a grand total of over one implement for every house within ten miles of the [Herald ]office.and, on West Street. (Here follow with description of the house to be erected. It is sometimes best to give the exterior description first, and then in a week or two publish a description of the interior.) Hon. John L. Black has purchased William Smith's painting of the Norwegian Girl. It is understood that the price paid was twenty-two hundred dollars.

Senator Morgan is having plans drawn by Architect Smith for a thirty thousand dollar stone residence to be erected on his The premises, No.42 West Street, were sold at auction, yesterday, by Messrs. William Williams & Co., to Mr. William Black, of Dalton, for twenty-eight hundred and fifty dollars.

66

"The Willows"At Auction. The old homestead, for over fifty years known as The Willows,"will be sold at auction next Saturday morning. The mansion contains fifteen rooms, including double parlors, a library, eight chambers, and one of the largest of dining halls. The house was put in thorough repair two years ago, at which time all the modern improvements were added. The grounds contain nearly five acres, two of which, in front of the house, are of well cultivated lawn grass. The orchard has in it thirty bearing apple and pear trees, and there is over an acre plowed for kitchen gardening. Messrs. Smith & Smith, the auctioneers, will give full particulars about the place, which is one of the most remarkable opportunitics for investment offered for many years.

A Gingerbread Man. Mr. William Williams, for five years superintendent of the Whitetown bakery, has leased Mr. John Parker's West Street cottage, and will move, with his family, to town, next week. Mr. Williams will have charge of the gingerbread department of Black & White's South Street bakery. It will be recalled that Mr. Williams was awarded the silver medal for the best gingerbread exhibited at the recent Inland County Fair.

A Big Check. The largest check which has ever been drawn by an Inland County capitalist, was recently received by the Browntown bank. It was for '$137,000, and was unexpected, but was honored on presentation at the bank, the bank giving, as requested, a draft on New York for the amount.

Treasurer Brown, of the Browntown Institute for Savings, states that 3,208ersons hold deposits in his bank. The average deposit amounts to about '$275; the largest being '$1,000, the maximum limit; and the smallest one dollar. These figures speak well for the frugality of Browntown people and their neighbors.

Mr. -, well, perhaps it's just as well not to give names, went sound asleep, yesterday, while being shaved at Brown's tonsorial parlors. It must have been anasy shave.

William Smith, of Clark & Co.'s. shoe store, rides between his home and officeicycle, three times a day.pon his A Bicycle Tour. Messrs. John Smith, John Jones, and John Black have just returned from an extended bicycle tour through Ohio. They were gone four weeks, and the actual distance ridden by each of the party exceeded eight hundred miles. They report a most magnificent time, and are already making arrangements for another tour in September. The three gentlemen rodeight roadsters, which they purchased last season of William Shakespeare, the local agent for Browntown.

John Jones, the local bicycle agent, was the happiest man at the bicycle races on the Agricultural Fair Grounds' track yesterday, for the winning men in each of the six bicycle contests rode The Browntown Rifle Association has voted to use the All-Right guns exclusively in the future.

Colonel Smith and Major Jones, with their Walker rifles, started yesterday for a hunting tour of the Black Hills.

At the last meeting of the Browntown them so low in price that a floor can be base ball club, it was voted to play only carpeted with them at a cost hardly exwith the Smith & Smith regulation ball. ceeding the cost of painting the floor. A No. 26 Boot.

Hotel Vendome is being recarpeted from The biggest boot ever seen in Brownffice to garret. To cover the floors willequire upwards of ten thousand yards of ville is on exhibition at Brown's shoe store. It is a No. 26, weighs 15 pounds,he different grades of carpets. The conract was awarded to Brown Brothers and is a perfectly formed and serviceable boot, being made precisely like the five against six competitors. dollar, hand sewed boots, which are grouped Cashier Perkins, of the Clarendon Naaround their big brother in Mr. Brown's tional Bank, has purchased legant new show window.uggy. It was especially made for himy Messrs. White & Black. The Weaving of Carpets.

Rev. William Williams, D. D., while Few people have any idea of the intricate machinery necessary to the weaving driving between Methodist Centre and of carpets, and the marvellous artistic Congtown, yesterday, was run into by a designing ability required of the men whoeavy coal team. Although the blow was draw the original patterns. '[Here follow a hard one, the reverend gentleman's carwith a brief description of how carpetsiage sustained no serious injury. Dr.

Williams purchased the carriage six years are made, stating the number of threads in the carpet loom, the colors, and any othergo, of Brown Brothers, and the present interesting information.) Brown Brothers,ccident caused the first repairs necessary. of West Street, have one hundred differ Three Hundred Overcoats. ent designs, which well exhibit the progress The famous woollen mills of Ware emof the carpet industry.loy four hundred hands, and fully half of Everybody knows how cheerful it makeshat number have spent their entire time, a room look to have one or more handsomeuring the past three months, in the manrugs upon the floor, whether the room befacture of the celebrated all wool Conticovered with carpets or mattings, or is nental goods. Brown Brothers, the West painted. A pretty rug need not neces- Street clothiers, expect to sell, this spring, sarily be expensive. Brown Brothers have three hundred overcoats made of this fifty or more designs in rugs, at prices durable cloth. ranging from one dollar up to twenty It is estimated that fully seventy-five dollars or more.er cent. of the male inhabitants of BrownMany of the best families are realizing town wear ready-made garments.

The how delightfully cool and clean a chamber present quality of the goods in this class or other room looks covered with straw of clothing, and the fact that any one of matting, and the housekeeper well knows fair proportions can obtain an excellent how easy it is to sweep this kind of floor fit, generally indistinguishable from the covering. Brown Brothers, of West Street, best custom-made, have done much toward are exhibiting a dozen patterns, many of making the clothing trade one of the most[ mistake would have resulted fatally. brilliantly lights the entrance to Brown's crockery and lamp store.verxtensive in the country. In the large '| Ohio, in which place is located the wholesale manufactories, expert cutters famous Cotta crockery works. Mr. command as high salaries as five thousand Brown will combine business with pleasdollars a year, and there are a few instances ure, and has already completed arrangewhere they receive nearly a thousand dol- ments for two car-loads of crockery ware, lars a month. The trade in town and to arrive in town shortly after his return. about has been so heavy, that Brown The contents of the two cars will cover Brothers have just added one thousand three hundred shelves and tables. feet of floorage to their salesrooms, and employed three new clerks.

False and Natural. Five car-loads of coal, each containing Science has removed half of the fifteen tons, arrived in Browntown,bjection to the wearing of false teeth. Wednesday, billed to Brown Brothers. An expert dentist readily adapts the set tohe facial appearance of the patient, and if The contract for supplying the work be well done, it is often difficult ville Hotel with coal for the winter haso distinguish the false from the real. been awarded to Messrs. Brown Brothers.

The other day, at a reunion of a ladies' The gentlemen will put in one thousandociety, for the fun of it, a false teeth vote tons of the well known Forest City coal.as taken, and it was found that over half Confectioner Brown has usedf the ladies present wore one or more three hogsheads of molasses, during the false teeth. Probably Dr. George Brown, last month, in the manufacture of his the dentist, could give a great deal of famous Mother Carey's old fashioned interesting matter in regard to the teeth molasses candy:orn by the elderly ladies of Browntown,mong whom he has practiced for the last The glass pyramid in Brown Brothers'wenty years, but the doctor never tells show window is constructed of five hunales ou of office. dred pieces, with over a hundred different varieties of glass ware.

The retail prices Senator Brown, of Browntown, is suffiof the articles which were required to ciently convalescent to be able to enjoy build this remarkable monument, figure short drives. The senator has until up to two hundred dollars, yet there are recently, been confined to his room for over in it fifty or more pieces which sell for six months, and has suffered four very painfrom five to ten cents apiece.ul and delicate surgical operations. Dr.

White has attended him throughout his The Baptist Church was brilliantlyickness, and performed all of the operalighted last evening. The new lampsions, three of which were so delicate as to turn night into day. The chandelier andequire the utmost skill, and so dangerous side lights are constructed after the patterno the life of the patient, that the slightest of the Blazing Star lamp, which Three Dresses. Mr. John Brown, of the firm of Brown Hundreds of the ladies of Browntown & White, is visiting friends in Glasstown, are visiting the parlors of Mrs. William[ By actual measurement, there are ten If reiles away.

Brown, on West Street, where are exhibited left to cover the pedal extremities of all three remarkable gowns.

They the licensed dogs in town. draped upon wax forms. The first one is very pretty and neat, and though no one Five Miles of Handkerchiefs would at first believe it, its constructionre a good many, yet one of our local required only six yards of material. Theathematicians has figured that the new next gown was made up with the idea ofot of handkerchiefs recently arrived at giving the most artistic arrangement to Brown & Co.'s store, will, if laid side by the drapery, with the use of eight yardside, reach from here to Nextville, five of cloth, the usual amount used in making a dress for the average lady. The third dress is made of the most elegant of One thousand yards of the different imported silk, trimmed in the most expen-grades of cotton cloth arrived yesterday at sive manner. The amount of silk used Brown Brothers' store. A local mathemain the construction of this dress was tician has figured that this cloth will cover forty yards, and the cost of it, including the sleepers of the railroad track between the material and work, exceeded '$900. the depot and Brown Avenue, a distance This last dress is not a sample, but was of nearly half a mile. made up to the order of Mrs. Senator Over a million feet of spool cotton is Black, who will wear it at the mid-winteraiting to be sold on the thread counter of reception to Gov. Jones.

Brown Brothers' store.' It has been a very healthy season, yet' Mr. George Brown, the druggist, has Immaculate Table Linen.' put up 406 prescriptions during the last' There is nothing more appetizing than a month.ell arranged table, and the quality and Coughing Children,hiteness of the table linen is the first An eminent physician has said that an consideration. Brown Brothers have just appalling number of little children have placed upon their counters an immense been prematurely injured, or killed, by so- stock of table-cloths and napkins. A fine called patent medicines for children. Mr. damask table-cloth, with a dozen napkins to William Williams is a graduate of the match, are offered for eight dollars; and if Chapin Pharmaceutical College, and gives the lady desire, she can get the whole his personal attention to the compounding value of her money by paying as high as of his Harmless cough syrup, which does twenty-five dollars. The firm are showing not contain a trace of opiates. This syrup a dozen varieties of tea and after-dinner may not quiet the coughing child cloths, at prices ranging from two dollars quickly as do some of the questionable to twelve dollars, with napkins to match, compounds on the market, but it is as from sixty cents to three dollars a dozen. harmless as syrup or molasses.

Every man, woman, and child in thousand yards of the different qualities of Brownville should purchase a pair of stock- ladies' cloth at Brown Brothers' store ings at Brown Brothers' store, this enter- sufficient amount to cut over a thousand prising firm would have enough stockings dress patterns.

--- а Eminent physicians believe in the fre- entirely of pinks, requiring in its construcquent change of underwear, and, fortu- tion over five thousand flowers. The socinately, underwear is very inexpensive; for ety has tendered a vote of thanks to Mr. instance, enough underwear for all neces- George Brown, the West Street florist, for sary change can be purchased at Brown the magnificent gift. Brothers for a ten-dollar bill, and the Mrs. Brown, wife of Senator George quality good enough to wear two years.

Brown, is considered the handsomest One of the prettiest, and certainly one woman in Washington society. At the of the most necessary, commodities for recent Presidential reception she wore a the lady's toilet table is a plush lined toilet magnificent Paris made gown of heavy and manicure set. Brown Brothers are cream colored silk, trimmed with point offering, this week, a set arranged in a lace, and in her corsage was a large bunch handsome plush case, containing hair of Jacqueminot roses, which flowers appear

, brush, comb, nail-polisher, scissors, and to be the fashion with the society ladies the other articles which properly go with of Washington. Brown Brothers, the the set, all for two dollars. The box and West Street florists, have in their green articles, although not expensively made, house, over two thousand buds of these are as durable and as serviceable as those exquisite flowers, ready to burst open. which cost ten or fifteen dollars.

A car load of flour, and a thousand [A ]Big Catch of Trout.ushels of grain, have just been receivedt Brown Brothers' feed store, on West Brown Brothers, of South Street, have Street on ice ten dozen of the finest trout ever seen in Brownville. The fish were caught Five hundred barrels of Crescent City in Placid Brook, in the Androscogginlour arrived in town yesterday. Every woods. The gamey fish average a poundarrel was billed to Brown Brothers. in weight, and there are three shining fel- This four contains the whole wheat, and lows which tip the scales at two pounds in nutriment is far superior to the regular and six ounces each.rades of bolted flour. Dr. William White, the eminent New York physician, It is remarkable how the people don a paper, before the State Medical crowd the five and ten cent stores, and yet Society, highly recommended the use of not so remarkable when is considered thehole wheat flours, especially to the profesinnumerable amount of useful and fancyional workers, whose brains and nervous things which can be purchased at thesenergies are recuperated by the phosphates prices. By actual count, yesterday, 611ontained in these flours. people made purchases at Brown's five cent store.

Fifty boxes of oranges are piled up inhe rear of Brown Brothers' West Street The floral locomotive, which occupied fruit store. The fruit is in prime co.de the honorary place of the centre of theition. table at the recent banquet of railway conductors, was one of the most remarkable Grapes haveeen cheaper or designs ever constructed. It was made up more delicious than they are this season.ever Said the Ancient Mariner: "When I men; and the cost for repairs during married my wife she had twelve buttons that time has not exceeded five dollars. on her waist and one button on her glove.

There are a thousand dollars' worth of Now she has one button on her waist andtraw hats on the big counter in Brown's twelve buttons on her glove.'"But Brownat store, and some of the hats sell as low Brothers, the West Street dealers in gloves,s ten cents apiece. go a dozen better, for in their window hang several pairs of twenty-four button gloves, The hats worn by the Crescent Cornet so long that the little schoolboy was not far Band attract the admiration of every one out of the way when he asked, "Mamma, who sees them. They were specially why can't you sew a seat in those gloves, designed by Brown Brothers, the hatters. and let me wear them for snow pants ?"

It is estimated that over five hundred The New Jersey Tomato Canning Com- gentlemen in Inland County are wearing pany packed half a million cans of tomahe new Harvard hat, designed by Brown toes last season, and of that number Brothers. It is a fine appearing hat, durBrown Brothers, the West Street grocers, able, cannot be jammed out of shape, and have one thousand. These tomatoes have, the cold weather attachment is appreciated for several years, enjoyed the reputation of when the mercury lost sight of possessing the flavor equal to the fruit fresh from the vine.

Brown Brothers, of West Street, haven their loft five hundred tons of fresh There is nothing more appetizing, deli- Connecticut hay, and over a hundred tons cious, and healthful than hot wheat cakesf first class straw. for breakfast, and the All White wheat sold by Brown Brothers, is daily baked in All of the hay cut on Maple Farm, some more than half the cooking stoves inour hundred acres, has been purchased Browntown.y Messrs. Brown & Co. A house without a thermometer is about Senator Brown, from Wisconsin, Mayor as badly off as a hall without a hat-tree. Sumner, of Cambridge,nd Colonel The poorest guide on temperature is the Walker, of Boston, are stopping at the feeling of the party who tries to determine Hotel Bristol. whether it is too hot or too cold. A man The recent banquet given at the Tremay feel cold one day, when the room isont Hotel, by the Concord Zouaves, far seventy degrees, and feel warm enoughxceeded in elaboratenessny former another, when the thermometer onlyttempt in Inland County. Landlord points to sixty. A good thermometer is Jones for over a month has had the the only unerring guide, and a good one can be purchased for twenty-five cents atffair in preparation, and the heartiestongratulations on the result are in order. Brown Brothers' hardware store.

There were over one hundred different The harnesses worn by the team which articles mentioned upon the bill of fare, drags the tally-ho coach between the and every one of them was cooked and depot and Taft's Hotel, were made ten served as well as the best French cook years ago by Brown Brothers, the harness could have cooked and served it. William Smith, the representative of the cooking easier, but it is much more the Equitable Fire Insurance Co., has economical, for the fuel is burning only settled Brown Brothers' claim of eleven when the stove is in use. Brown Brothers thousand dollars insurance, from their are exhibiting in their window the different loss, by fire, two days ago. This ent sizes of the Walker oil stove. The is the quickest settlement which has ever store is always filled with ladies to see this been made in this county, so far as remarkable cooker in operation.

The reported.

Messrs. Brown present every lady with Johnny cakes which are cooked every half Life Insurance Agent Smith has placedour. over seventy-five thousand dollars in life insurance among Browntown people during Brown Brothers, the West Street dealers the last week.n kitchen furnishing goods, have in stockver a ton of flat irons, from the little flatWilliam Williams, Esq., the Daltonoat shaped affair up to the long tailor's capitalist, who died last week at hisoose. Jacksonville winter residence, placed a life insurance through Agent Brown, for Three hundred handkerchiefs, two one hundred thousand dollars, just as heundred shirts, five hundred pairs of was departing for Florida, one month ago. stockings, one hundred table-cloths, onehousand five hundred pieces of underFire Insurance Agent Jones states that wear, and five thousand collars and cuffs, there are only four houses in town whichashed and ironed Brown's are not insured.

Laundry, during the month of May. Ten thousand dollars' worth of diamonds Lawyer Brown has had the pleasure of are exhibited in Brown Bros.' Westinning forty cases in the District Court Street jewelry store.uring the month of April, and in thatime he lost only three. Watches are regulated free of charge at Brown Brothers. The large clock which Hon. William Black has been retained is used for true time, is regulated by wire, as counsel in the celebrated Door Mat from Yale University observatory, everyase, which comes up before the Supreme hour.

Court, in the January term. William Black & Co., the West Street Brown Brothers have over fifty thousand jewellers and dealers in clocks, haveeet of pine lumber in their North Avenue imported this season over five thousandard. dollars' worth of the different grades of French time-pieces.

The monument erected over the remainsf the late Senator Black, in the GreenFree Johnny Cakes.ood Cemetery, is one of the most It is surprising how many families in exquisite pieces of marble carving among town are doing their entire cooking upon the hundreds of fine works of this kind in oil stoves. The present perfection in this the cemetery. It came from the marble line of stove manufacture not only makes works of Smith & Jones.eret Smith Brothers, the market men, have just received one hundred pounds of the finest Maine venison.

The parlor organ for the new South Street Church parlors has been ordered of Brown Brothers.

A ton of freshly dressed beef is hanging William Jones is painting his West on the hooks at Brown's Market.

Street house himself with ready mixedaint purchased of Brown Brothers. William Black & Co., the masons, have been awarded the contract on the new Smith & Co., the painters, have obtained Continental building.he contract for painting the interior of theew Academy of Music building, Green Grove Farm is delivering its milk in glass cans.

Mr. William Black, Richards & Richards have obtained the the superintendent of the farm, has just largest contract for paper-hanging ever purchased fifty Jersey cows, which will given in the county. They will do the arrive on the farm in about two weeks. entire work in this line upon the new Browntown Hotel, which will require over The Concord bonnet is much worn by three thousand rolls of paper. Washington society ladies.

Mrs. John Black, of West Street, has, in her show Fifteen children, of ages ranging from cases, a dozen of these bonnets, trimmed six months to four years, were photoin styles to suit every complexion.raphed at Brown's studio, yesterday. "From '$2 to '$50,'"are the words of the Smith Brothers, the plumbers, are doing sign which is placed in the show window of the plumbing work on the new Life InsurMrs. Brown's millinery store. It refers to ance building an evolution in prices of bonnets, which are The magnificent country seat of the late illustrated by an exhibition of forty-eight Senator Jones is offered for sale. '[Here of these articles marked from '$2 up to '$50rite description of the place.'] Full inforrespectively. A sub-sign might be approation can be obtained of Joslyn & Richpriately added, "Bonnets for Everybody,"ards, the West Street real estate agents. for about everybody who wear bonnets comes within the scope of the exhibition.

Three hundred pounds of meat roasted last week to supply the regular Miss Cordelia Sumner's beautiful con- diners at Brown's restaurant. tralto voice never sounded sweeter, or Messrs. Smith & Co. have just put in a richer, than it did last evening, at the Academy of Music, when she sang Missarge Smith & Weston fire-proof safe. Walker's famous lullaby solo, entitled, Destruction of a Will. '"Baby Sleeps on Paregoric.'"Brown Brothers, the West Street music men, Fourteen of the twenty-six fires in Clevestate that this song has been so popular land, last week, occurred in business blocks,nd of that latter number, six of the offices in Browntown that they have already sold over six hundred copies.estroyed had no safe. The losses canot be recovered in these cases, and one Mrs. Senator Black has just purchased, of of them is particularly sad. In a desk Brown Brothers, a Pickering grand piano.rawer was a roll of papers, among them[ dozen sizes. has taken every first prize offered at the county agricultural fairs.

66he last will of the late Hon. John White, This makes the seventh prize given to who left over two million dollars. This Manager Black, for the best sewing malast will was drawn the day before he was chine, in competitive exhibition. drowned, and bequeathed half of his prop Brown Brothers' beautiful boat sleigh, erty to the new orphans' home, at Goodhe ville. A former will, drawn five years ago, "Frost King,"carried a merry partyo Winterville and back, last evening. left that amount to the Cleveland public library. The last will was properly drawn, Initial stationery is absolutely undersigned, and witnessed, and was temporarily pensable to the well kept boudoir writing placed in the drawer. The substance ofable. Twenty different designs are now this will was only known to Mr. White andn the counters of Smith & White. the lawyer who drew it, and, as it is destroyed, its contents will not stand in Bookseller Brown reports the sale of law. It is really criminal carelessnessver three hundred copies of Colonel which places valuable papers outside a Shakespeare's remarkable novel of "The proper safe, when a good safe can be pur Slow and the Sure,"during the past week. chased at so reasonable a price. Brown Henry Ward Milton's novelette entitled Brothers, our local safe men, offer a sub "A Man of To-day,'"has just received its stantial fire resisting safe at as low a costifty-fifth edition. Bookseller Brown has as fifty dollars.resented the Brownville Library with a There are supposed to be five hundred handsomely bound copy of this remarkable sewing machines in practical use in town,ork of fiction, which is being read by and Manager Smith, of the Wheel andvery cultivated family in the country. Crank Sewing Machine Co., offers to give Mr. John Brown has contracted with a brand new machine to any one who will Messrs. Black & Co., of West Street, to prove that he did not sell half of thatlace one of their Save-Coal furnaces in number.ach of his six South Street cottages. There are probably not exceeding a There is no question about the advandozen families in town without a sewing tages of the open grate, from a hygienic machine. Manager Smith, of the Excelsior point of view, to say nothing about the Sewing Machine Co., reports the sale of good cheer it distributes about the room. fifty machines during October.

Half of the houses in town could not,ithout great expense, put in fireplaces; Mr. John Black entered upon the dutiesut any family will reap rapt enjoyment of local agent for the Victor Sewing from one of the Blazing Star open stoves Machine, five years ago. He entered thisf which Brown Brothers show over machine in competition at that time, and it There are supposed to be a hundreden who are sporting bran new spring There were six different makes of sew- trousers about town. Brown Brothers, ing machines exhibited at the Inland the West Street tailors, state that they County fair. The Victor was victorious. Already five hundred tickets have beenold for the North shore steamboat excur"The cup which cheers but not inebriion, which occurs ates,'"--- good tea or good coffee, andn the twenty-eighth you get both at Brown's tea store.nst. The excursionists will pass in fulliew of the fortifications and islands of the Free coffee -- for two days. Brown harbor. The steamer will run so close to Brothers will present everybody who calls the North shore that one can recognize with a cup of the most delicious coffee, the hundreds of magnificent country seats made from the famous All-Pure coffee, which line the aristocratic coast. Star which sells for thirty-five cents a pound. Island will be passed within one hundredeet. By special arrangement with the An electric motor, of the estimated capacity of one-half a horse-power, has justovernment superintendent, the fog hornsn the island will be blown, just as the been put into Brown's North Street teateamer passes.

An interesting incident and coffee house. The machine willf the excursion will be the throwing of grind coffee as quick as lightning.he mail from the pilot-house deck, as the Somehow water tastes better and seems steamer passes Hingham Light, into a net cooler when drank out of the old fashioned hanging just below the lighthouse entrance. tin dippers which Brown & Co. are The steamer will return to town promptly making at their West Street tin factory.t 6 P. M. The number of tickets haseen limited to eight hundred, although Brownville capitalists are much interhe steamer is licensed to carry twelve ested in the success of the Rail & Tireundred passengers, for Captain Brown, Railroad. Brown & Brown, the brokers, famous for his attention to the comfort of report the sale of six hundred shares, atis passengers, desires that every one '$104, for the week ending Saturday. should have the opportunity of fully enjoyinghe best of comfort, and an uninterrupted The Boston & Pittsfield R. R. hasiew of the magnificent scenery of the not been the cause of a single accidentinest stretch of coast in Eastern waters. since the opening of the road two years Ladies and children without escort can ago, and the road has run on an average of ten trains a day.njoy the trip, for the best of oriler isaintained on board, and no wines or The new 4.30 train on the Whitefieldiquors will be sold or allowed to be drank & Greenville R. R. is a great conveniencen the steamer. The Browntown brass to ladies who come to town on shoppingand will discourse popular airs, and the visits.

University Quartette will give a concertf college songs on the main deck. Quick Time. Steamer Swift, of the Lake Champlain Dear Little Things. Transportation Co., runs between Brown- Two hundred squirrels, captured alive town and Whiteville in two hours and in the Maine woods, have been turned twenty minutes, a litile better than at the loose into Summer Grove. Manager rate of eighteen miles an hour.

== OUTDOORS.

"That he who runs may read."

Out-of-door advertising properly includes posters, signs, and advertising on fences, sides of barns, and other buildings, and painting upon rocks.

Painting, or cutting any advertising whatever, upon rocks, or other works of nature, is direct desecration of the natural beauties of the scenery, and should not be indulged in by the advertiser, or permitted by the local authorities.

Large posters stuck upon the bill-boards, and upon the fences and barns, are often effective methods of advertising.

Posters should be used only to announce specific attractions, and should contain as few words as possible.

The type in which the poster is set must be sufficiently large and distinct to permit its being read at a distance of six or more feet.

A poster should have one or two prominent head lines. One is better than two; and over half of the balance should be set in type from onefourth to one-half the size of the largest type used in the poster. The other lines should never be set in type smaller than Two-Line Great Primer, except the few lines giving unimportant, yet necessary information; and these last mentioned lines should be in type no smaller than Great Primer Large wood-cuts add much to the attractiveness of the poster.

The placing of sign-board advertising, as,--- "Five Miles to Brown's Shoe Store,"is an old, yet good, way of out-of-door advertising.

The signs should not be nearer than half a mile to each other, and the distance specified upon them must be geographically correct.

Signs nailed to the fences, or other conspicuous places, are unobjectionable, and are liable to be beneficial.

The lettering upon advertising signs should be in the extreme of brevity, like, --- "Brown's Walking Shoes.""Brown's Rubbers Are Made, To Wear.""Brown's 50 Cent Shoes.""Stoves at Brown's.'"'"Brown, The Leading Dry Goods Dealer.'""Brown, The Hatter.'"'"Brown, The Clothier.'"

Advertising signs along the railroad are conspicuous, and, if rightly constructed and located, are of considerable value. They should be very large, and never placed nearer the track than fifty feet, unless they are put up in close proximity to a depot. The letters must be of immense size, and the design or illustration, if any, should be sufficiently clear to be readily absorbed by the passenger of the flying train. The signs can be painted upon fences along the track, if the fences are fifty feet from the track, or they can be painted upon barns and sheds, or upon large board frames erected in fields along the railroad.

Roadside advertising has the distinction of being permanent, and good position generally costs nothing.

Upon or near a bridge is one of the best places to nail advertising signs.

Place the advertising sign or poster, if of local character, whenever possible, on the right hand side of the road, going towards town, so that it can be easily seen by the occupants of the carriages as they move townward.

Advertising signs are somewhat expensive, unless purchased in considerable quantities.

A fairly durable advertising sign can be made of pine boards, cut into convenient size, the advertising to be printed upon them in large plain letters, but not with the stencil.

If these wooden signs are ordered in quantities as large as one hundred at a time, a good way to do, is to procure that number of pieces of thin, soft wood, and have them printed by some printer who has a strong printing press, and dares to risk upon it an electrotype heavy enough to do the work. If the local printer will not do it, they can be sent to any large city and done at a very low price.

Ornamental designs or appropriate illustrations are effective additions to out-of-door sign work, provided they are designed and painted so as to be readily seen at a distance, and clearly portray the idea intended.

While the plain-gold-on-black sign is generally preferable for the regular permanent store sign, it is often advantageous to originate a specific style of store sign which will be recognized as peculiar to the firm.

The copper tea-kettle, the stuffed bear, the wheel, the trunk, the clock, and other staple articles of trade, placed by the door or over it, are unobjectional and not undignified, and aid in familiarizing the people with the location.

The stereopticon furnishes a novel way of advertising, although its novelty, on account of its frequent use, is somewhat wearing off. If the party have confidence in the company running the stereopticon, and is sure that the advertisement will be displayed at a prominent place, during the time that the streets are more or less full of people, and the price be not exorbitant, it is well to consider this method of local advertising Flyers, that is, small circulars printed upon cheap paper, and given away at the door of the store of the advertiser, or at other prominent places, or left on the counters to be gathered up, are recommended for special announcements.

The flyer should be small, clearly printed, and should not contain more than two or three times as much as should be contained in a poster written upon the same subject.

The sandwich-man method of advertising, that is, a man with big show-boards hanging from his shoulders, is not to be indiscriminatelyecommended. The chiropodists have advertised in this way from time immemorial, and it is presumed that these signs bring in to them a certain amount of patronage. Cheap restaurants also use this method of advertising, presumably with success.

A unique improvement on the sandwich-man method is the alphabetical procession, consisting of as many men as there are letters in the article advertised, each man carrying a sign upon which is printed one of the letters, the men marching in single file, near enough together so that the word can be easily spelled out.

Sign-bearing men should be well dressed, usually in some conspicuous uniform.

Delivery wagons can be made a source of beneficial advertising. The words, '"Fine Teas and Groceries,'"to do much good, should be handsomely painted; and it is a good plan to supplement the lettering with some painted scene appropriate to the business. The words, "Brown Brothers. Dry Goods. Delivery Wagon,"artistically painted upon a well painted and finished wagon, do much to impress people with the extent of the business.

In some lines of trade it is well to drive the most elaborately gotten up wagon, of special mechanical design, and elegantly painted. The harness, too, can be showy, and even the horse blankets may be used for advertising purposes.

The mechanical construction of the body of the wagon can be made to represent the business, like a huge trunk, a big shoe, an office desk, a large soap box, an immense sofa,--- all on wheels. Any carriage manu. facturer can build these forms of wagons, and a little ingenuity will allow ample room for carrying purposes. The cost of constructing such a vehicle need not greatly exceed that of a first-class wagon of ordinary design.

Large clocks upon posts, or hanging from out-of-door brackets, aid in locating the store, are a public convenience, and are consequently appreciated, and may be used by any line of trade.

Everybody is interested in the temperature and the forecasts of the weather, and large thermometers and barometers, placed near the outside of the entrance, are sure to attract attention.

The electric light in front of the store is a mark of enterprise ; and where the electric light cannot be obtained, other artificial lights can be arranged to brilliantly light the street in front of the store.

While all these methods of out-of-door advertising can be made to be of benefit to the advertiser, they do not in any way take the place of legitimate advertising in legitimate newspapers, and so far as I know, no business has ever been successful which depended entirely upon circulars, signs, flyers, and the like, for its advertising. When used, and only when so used, as supplementary to newspaper advertising, they are more or less valuable.

Licensing[edit]

This work is in the public domain in the United States because it was published (or registered with the U.S. Copyright Office) before January 1, 1929. Public domain works must be out of copyright in both the United States and in the source country of the work in order to be hosted on the Commons. If the work is not a U.S. work, the file must have an additional copyright tag indicating the copyright status in the source country. Note: This tag should not be used for sound recordings.PD-1923Public domain in the United States//commons.wikimedia.org/wiki/File:About_Advertising_And_Printing.pdf