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Show SELECTED. THE PHILOSOPHY OF ADVER-TISI ADVER-TISI iG. A Lotion for Builncn 91 en to Consider. Con-sider. It may be set down as an established axiom that A GOD THING, WELL ADVERTISED, WILL SELL. If tbe history of tbo most successful business men in the United States and in Europe were written un, it wouid be found that one of the chief elements of their success was due to liberal, systematic, sys-tematic, and judicious advertising. There is not oue business man iu a thousand that appreciates the fact to its full extent, nor are they aware of the power of advertising, as the com-inerciid com-inerciid lever which moves the world. Men of old fogy ideas, with narrow and contracted notion, who rightfully belong to tbe age of three or four generations gen-erations ago, view with dismay and 1 consternation the extravagance, as they ! are pleased to call it, of men like Dr. j Heluibold, for example, who spends a thousaud dollars a day the year round ' lor advertising. Those old fogy and conservative gentlemen argue iu this wise, that if they have a good thing I lor sale, and a fiiir price is charged lor it, it will gradually win its way into I popular favor. But how will it find its way into popular favor? inquires Lhe modern, liberal advertiser, W hy, says "'Old Fogy," when one persun buys (he article, and it pleases both in i respect to its quality and pi ice, he will inform his friends and neighbors, and i they will go and buv likewise. In other words, "Old Fogy" relies on the purchasers advertising his article for liiiu, forrjotbiug, and biding his time. 1 The sjstetn is all very well, if men , lived io ihe great age of the ante-delu-vian patiiurch and worthies; men like Methusaleb, who gave up the ghost and "slept with his fathers" at the good old age of 969 years. But the oid fogy system of advertising for nothing noth-ing won't do in this ago oi'tlie world. Of course there are many ways of letting the public know whdt yoa have for sale. 1 ADVERTISING IS A SCIENCE, Sonic men have a genius for it. Others are mere ci"ds and plod along on the beaten track of an idea which has been worn into ruts years gone by. The men of genius, enterprise and courage, are naturally the pioneers in new svs- tetns of advertising, a they are in every other'pursuit in life. It is remarkable re-markable that new ideas in adverti-ing have kept pace with new ideas in other things. One j:reat reason for this, doubtless, is the facility with which the press aft'irJs to the advertiser for reaching the attention of the public. But then, again, if it were not for the money expended in advertising, there would be but comparatively few papers published. The advertising patrouage of a newspaper is the pabulum upon which the publisher depends to support sup-port tho expenses of its publication; and not upon the mnney received lor the papers th-it would scarcely p;iy for the white sheets upon which the matter is printed. There is probably not a newspaper published in the Uuited Slates that realizes sufficient j money in its daily or weekly sales of, each succt ssive issue to pay the cost of its publication. TTIE MEN WHO ADVEHTISK Must contribute the balance, and make up the profits, if any; if they do not, tho publication of the paper must cense. It is a failure. Of course this rule applies only to newspapers per se. Literary journals do not couio under this head. Their profits are derived ; from the sale of the papers, though many of them receive a largo annual income from advertisements. It would he curious to trace the growth in advertising in the last twenty years. If the statistics could be furnished and details elaborated in the shape of tables, by which the reader could see at a glance the number of papers, books, and periodicals of all descriptions published, andtheamount of money expended for advertising from year to year for the last decade, and a comparative statement showing the amounts for the preceding decades during the present century, they would be exceedingly interesting. No tables pot up by the limeau of Statistics aL Washington would bo so much read or commented upon. But that h impossible. impossi-ble. If it were possible, tbe tables would show a most astounding amount ot money expended in that way. The name of Dr. Helmbold has been mentioned above. We do not wish to be invidious; b't as he is the most ex-tensivo ex-tensivo advertiser, and spends more money than any other man in the Uuited States, we will give some do-tails do-tails of his advertising, for lhe purpose of atioiding the reader an approximate approxi-mate conception of what is done. Dr. Heimuold has been advertising for twenty-five years. He has expended in that time, for advertising, more than four millions of dollars. This includes the money paid for rock and board painting, posters, cuts, "snipes," etc. It does not, however, include tho Doctor's famous team. We will take a recent advertising exploit ex-ploit of Dr. Helmbold's ns a further illu.-traiiou of tho good cffecU of advertising. ad-vertising. On the first day of April, 1S7I, Dr. He.mbold commenced advertising his now celebrated Uatawba Grape Juice Pills. On that day simultaneously appeared, ap-peared, in five hundred leading daily papers of the United Suites and the i Dominion of Canada, of from one1 column to a whole page, an advertisement advertise-ment introducing that article to the public. One week afterward the advertisement ad-vertisement appeared one column in length in three thousand five hundred daily nnd weekly papers, magazines, periodicals, etc. It was a hi? adventure. One hundred hun-dred thousand dollars g'me in one dash, all to tell tho public about A BOX OF PILLS of which they had never heard before, and which Dr. Helmbold said he was willing to sell for fifiy cents. WHAT WAS THE RESULT ? The Doctor's experience in the field of advertising had not been in vain, nnr had his knowledge of humnn nature na-ture ftiid the confidence with which he could depend upon the people's intelligence intelli-gence and judgment been misplaced, lie possessed one great advantage, it was true Dr. Ilelnjbnld was well-known well-known to the peop'e. Said he, in bis advertisements : "This pi'l I have thought of o tiering to the afflicted for ton years. They are now pertect and I sball Ftake my time, money, and fame for their effectiveness." He had never deceived them before, and wheD he said his pills were an excellent blood purifirr and purgative the people believed be-lieved him, and the consequence was that orders immediately came from all prtrtfof the country. Every mail came freighted with bushels of them. Dr. Helmbold was prepared, HE KNEW THEV W6ULD COME. Every order was filled, as quickly a-"it a-"it was received. Each succeeding week brought an increase of orders. Ihe first month the Grape Juice Fills were put , into the market, orders lor 3,000 gross i dozens had been filled and sent away; and for this month of May, that is to tbe 26th, the day this article wa written, there have been sold 4, SOU gross dozens, shewing an increase of i sale, allowing for the difference of , ume, of 100 per cent. As it may not be uninteresting toVhe public, we wUl state how Dr. Helmbold Helm-bold manages his advertising department. depart-ment. He has two men, brothers, P. H. Kearney, and J. G. Kearney, each having separate and exclusive offices in the Palace Drug and Chemical Warehouse, 594 Broadway. These gentlemen, with two assistants, attend to nothing else but advertising. I hey, with the Doctor's advice and concurrence, concur-rence, make contracts directly with the publishers of all the papers in the United States. The Messrs. Kearney go through each succgMve number of every paper and penoial in which Dr. Helmbold's advertisements appear, ap-pear, and see that they are correct, checking them off and making an entry en-try for each advertisement, in a book lor that purpose. The Doctor's newspaper news-paper postage alone, per quarter, b (350, paid in advance. He expends at the present time $1,000 per day for advertising, exclusive exclu-sive of posters, circulars, buls, cuts, etc. One great feature of Dr. Helmbold's advertising is his originality. He is always inventing new styles. He is the first man that commenced the fancy and novel style of display repetition. repe-tition. He is the first man that conceived con-ceived the initial style, the chequered column, and other attractive modes ot catchiug the eyes of the reader. Iu all cases bis style of advertising wa immediately copied by others. Elec troplate advertising, still adhered tu by many advertisers to save expense, Doctor Helmbold dropped seven years ago. It was very good iu its time, and a cheap mode of advertising, but it won't do now. The doctor likes to change his "ads," from time to time, so as to give his readers something fresh and new to ponder over; and that can't be djue witb the electroplate. Enough has been said to prove to any "od fogy" tho value of advertising. advertis-ing. If there are any persons who do not believe it, let thetu test the question ques-tion for themselves. A etc York Globe. |