The last number of The Engineer, now before us, contains eighteen pages of advertisements. This leads us to remark that the English are without doubt the most systematic advertising people in the world, as the columns of all their leading journals bear evidence. The Times, Daily Telegraph, and others of the groat London journals enjoy an advertising patronage which would surprise many go-ahead Americans. There is much meaning in the fact, forit is beyond belief that the practice oi advertising, day after flay, and week after week, would be continued by shrewd "business men unless it brought a good return. "We have heard it said that a business man in England expected to spend every year in advertising as much as he paid out in store or shop rent. This is true to some extent in this country—indeed we have hundreds of business men in this city who owe their greatest success to a judicious system of advertising. A. T. Stewart, for example, has always been an extensive advertiser, and old Stephen Girard declared that he not only advertised when business was good, but he also pursued the same system in dull times as the surest way to make things lively. Local journals are good for local advertising, but if the manufacturer and trader wish to make their wares generally known, they must, of necessity, select for that purpose journals that circulate extensively throughout the whole country. If advertising does not pay, the parties have only themselves to blame, when they select for that purpose journals of small circulation. Messrs. G. P. Rowell & Co., of this city, in their American Newspaper Directory, publish what they they call " The Excelsior List," that purports to give the circulation of many of the leading journals. In the New York city list there are but twelve weekly papers that claim to have 30,000 circulation. The SCIENTIFIC AMEKICAN is put down at 35,000, and ranks as one of the best advertising mediums in the country. Our circulation is understated, as we are now printing 75 reams of paper each week, or equal to 36,000 copies. If advertisers will take character as well as the extent of circulation into consideration they will find that the rates of the SCIENTIFIC AMERICAN are lower than any other journal now published, not to speak of some other papers that have scarcely a recognized existence beyond the office of publication.
This article was originally published with the title "Business Hints" in Scientific American 21, 11, 169 (September 1869)