Judicious Advertising

RèfonüS of all kinds seem to be in fashion. The reaction f rom the craze of speculation and inflation and politics and low moral standing, brings with it applieation of good sense and economy, of better moráis and higher tone, and sobprer views of thingsin nearly all departnients of life. One of tho outcroppings of tliis ncw fashion of common sense is in the; business of advertising - a loppiug off of tho more expensive and sensational and vulgar modes of putting the things to scll before the attention of the person who buys. The reform was well-voiped St a late meeting of the stove manufactOrérs, where the President denounced the ineffeotive and expensive advertising that has been much indnlged in by the trade, the tawdry lithographs and other sensational machinery, andrecommendod instead the more exclusive nse uf tho best newspapers. " If we wonld rnako tho best possiblo use of our money," he coutinued, " we shonld patronize ably-conducted and respousible newspapers. The newspaper is immeasurably the best medium open to our trade; tho most liberal and expert advertisers testify to its value, and in the employment of its columns we would find a means of escape from wasteful, nndignified and ineffective methods to whieh so many resort in their eagerness to secure aftention and patronage." These are, indeed, suggestions of experienee and common instinct that are bein adopted by merchants, manufacturera and other classes of the community haring occasion to engage in purciuisiiig or selling. Old and wtll-established pajjers, with constituencies representing the best classes of society, are undoubtedly the most availing, the cheapest, and the most remunerativo avenues of advertiaing' The constituency of a newspaper, tlie character, the consuming cjuality, the taste and the vaiiety of its readers, tlicir respect for it, and the fidelity with which they and their family read it, are ñicts tobeconsidered quite as much as the mere amount of gross circulation. Then, again, as advertisers cannct use all the newspapers, tliere is the question of selection, and into this enters the extent and comiileteness with which one or more newspapers oceupy a certain field, and render unnecessary the use of its local rivals. On all these pointe there is a field of discriminating intelligenpe by adrertisers who would get the worth of their money, and the conclusions of the stove men are evidently reflecting the thought and action of other classis of adVèrüsers throuprhont tho country.