“ In short, there is no disguising the fact,” wrote an Edinburgh reviewer some twenty years ago, “the grand principle of modern existence is notoriety ; we live, and move, and have our being in print.” And if this was true, as it unquestionably was, twenty years ago, how much more true is it at the present day, when every man who is engaged in business—who cbnsults his own interest, that is—lays aside a portion of his yearly receipts to} be expended in advertising. That advertising is an art there is no doubt, l|ut it is an art which any keen man of business may very quickly master, with what result let the names of hundreds of successful men in England and America testify. Years ago Moses and Sons, the London tailors, were known; to be expending a year upoh their advertisements, which outlay thje firm lias by this time, in all probability, doubled. Dr De Jongh, of r lightbrown cod - liver oil ” celebrity,
annually lays out from 0,000 to .£15,000 in advertisements, while as for “Professor” Holloway, that famous pill-maker has so fully recognised the power of printers’ ink that his yearly expenditure on the article far transcends our powers of calculation to estimate. As a convincing proof, however, that the Professor has, in colonial parlance, “ made his pile,” we may mention that his charitable bequests to the English nation have now reached the respectable total of nearly £1,000,000 sterling. Brandreth, the Professor’s American prototype, lately deceased, also amassed an enormous fortune by advertising. Indeed, the Americans have, as a people, been much more ready to recognise the power of the newspaper press as an advertising medium than the people of England or these colonies. P. T. Barnum, admittedly one of the shrewdest men ever “raised” in the land of the free, humble showman though he is worth hearing on the subject of advertising. In his “ Rules for success in business ” appended to his amusing life of himself, the veteran speculator says, “ I freely confess that whatever success I have had in my life may fairly be attributed more to the public press than to nearly all the other causes combined. There may possibly be occupations that do not require advertising, but I cannot well conceive what they are.” But, to quote the words occurring elsewhere of the same excellent authority, it is no use to advertise in homoepathic doses ; it must be done systematically to effect a permanent and lasting cure. In these days, when newspapers so universally read, no man in business can afford to dispense with such invaluable assistance as advertising affords. But advertising needs nerve and faith. The former to enable you to launch out money on the uncertain waters of the future ; the latter to teach you that after many days it shall surely return, bringing a hundred or a thousand fold to him who appreciates the advantages of printers’ ink properly applied.
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Printers' Ink., Ashburton Guardian, Volume III, Issue 538, 19 January 1882
Printers' Ink. Ashburton Guardian, Volume III, Issue 538, 19 January 1882
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