THE PHILOSOPHY OF ADVERTISING.

Lyttelton Times, Volume XVII, Issue 977, 22 March 1862, Page 3

THE PHILOSOPHY OF ADVERTISING.

" There is but one way of obtaining buginesß— publicity j one way of obtaining publicity—advertisements; the newspaper is the fly-wheel by which the motive power of commercial enterprise is sustained, and money the steam by which the advertising in kept going;"— Jilachwood's Magazine. " A journal that circulates among the families of the district—one which, from the characters likely to be read attentively by its circle of readers, in their own houses, at their own firesides, whilst it also finds access to the news-room and libraries of its locality—is a better medium for advertising, with a circulation of 2000, than another with a circulation of 4000, that circulation being chiefly confined to inns, public-houses, and beer-shops. The reaeon is this, —readers at home look to advertisements as a part of the contents of the paper in which they may be interested, and almost always refer to them. The same may be said of frequenters of reading-rooms and librariefl-^-generally men of business, whp want to;'see a number of localjournals for the advantage of Itheir business announcements; but readers at public-houses, it "will; be found, as a rule, read foi the news and the politics, not for the advertisements. A long and close observation warrants us in coming to this conclusion,"™ Milchell,s Advertiser's Guide for 1868. . , , . , " According to the character or extent of your business, set aside a liberal per centage for printing and advertisements, and do not hesitate. Choose the newspaper for your purpose, and keep-yourself unceasingly before the public; and it matters not what business of utility you make choice of,Jbr if intelligently and industriously pursued, a fortune will be the result."— Hunt'B Merchants Magazine. A French paper thus traces the sentations of a reader of advertisements:—" The first, advertisement,—he don't see it. The second insertion,—he sees it, but don't read it. The third insertion,—he reads it. The fourth insertion, —lie looks at the price. The fifth insertion^—he speaks of it to his wife. The sixth insertion,—he is willing to buy. The seventh, —he purchases."

The Value of Advebtising.—Stephen Guard says,—" I have always considered advertising, liberally and long, to be the great medium of success in business. And I have made it an invariable rule to advertise in the dullest times, long experience having taught me that money thus spent is well laid out." On this the ' New Orleans Bulletin' remarks:—" Some people, however, by theif-eon-ducfc appear to think that Stephen Girard did'nt know how to make a fortune, and think that their stores are enough known already. These people will continue to jog along at a snail's pace, and are soon distanced by their competitors. There is skill in advertising as in everything else. Advertisements should be changed often, and their phraseology altered, or they will be considered as out of date. This is the age of lightning and steam presses. Sleepers must wake up, or they will be left behind."