

222 
KIDD’S OWN JOURNAL. 

A PARADISE FOR THEE 
Could I but find on earth a spot, 
Beneath some cloudless sky, 
Where Nature’s beauties wither not, 
And hearts nor ache nor sigh ; 
Where the fresh breeze of morn should brush 
The dew-drop frem thy cheek’s soft blush, 
That nothing e’er should tremble there 
That had the semblance of a tear: 
Where birds in ev’ry nested grove 
Warbled sweet liberty,— 
That spot I’d make thy home, love, 
A PARADISE FOR THEE. 
But since there is no place so bright 
That sorrow may not cloud ; 
Since death still casts o’er each delight 
The shadow of his shroud ; 
Since every summer breeze that blows 
Scatters some petals from the rose, 
And every sunbeam in its play 
Exposes ruin and decay,— 
Share life with me; my heart shall prove, 
Through bliss or misery, 
A home of endless truth and love— 
A PaRADISE FOR THEE! 

THE ART OF ADVERTISING. 

He is the best General who wins a decisive battle with 
the loss ci the fewest men. WELLINGTON. 
IT SEEMS THE FASHION, now-a-days, for every 
Journalist or Proprietor of a Newspaper to put 
forth his ideas about advertising ; and it is curious 
to observe what tempting lures are thrown out 
to trap the unwary. ‘Six lines—two-and-six- 
ence!” 
A book has been published in America, and re- 
published in this country, called, “‘How to Get 
Money.” There is something in this about ad- 
vertising; and the article has been extensively 
copied from one end of the country to the other. 
The direct motive of this is, to set people mad 
about advertising ; and to draw money out of their 
pockets wholesale. People must advertise, we 
admit; but how? 
Every one has a right to his own opinion. Our 
opinion is, that thousands and tens of thousands 
of pounds are annually expended by advertisers, 
without any perceivable benefit accruing there- 
from. They select any medium that is cheap—not 
considering into what channels it goes—and they 
appear in newspapers having “ supplements,” in 
company with thousands of other victims like 
themselves, whose advertisements, though 
inserted, are never seen. How should they be ? 
Still the mania goes on. A paper gets aname. 
People flock to it; fill it with advertisements ; 
force it to issue “supplements,” and so cut their 
own throats. Where there are more than a certain 
quantity of advertisements,they are rarely perused. 
This is a palpable fact; but people will not 
believe it! 
With some—ourself among the number, it is a 
question whether advertising in ephemeral publi- 

cations is beneficial to any great extent. A paper 
once read, becomes in ten minutes valueless! It 
is looked at no more. Nobody would give a single 
penny for it. 
The same remark applies to nine-tenths of our 
periodicals. They lie on the table for a week, per- 
haps, or ten days, and then go into the cupboard 
or waste basket. When my young ladies and 
their mammas have skimmed them over, just suffi- 
ciently to get an insight into the subjects treated 
of, their doom is sealed. Away they go, and their 
advertisements with them. Still people continue 
to advertise in them! It is “ the fashion” to do 
SO. 
Another plan adopted by certain advertisers, is 
to print a number of circulars, and to issue them 
by post to the nobility and gentry residing at the 
West End, and in the principal squares and select 
localities round London. It is fondly imagined, 
when these circulars are posted, sealed, and de- 
livered at their respective destinations, that they 
will be read by the persons to whom they are ad- 
dressed! This is the very reverse of fact. Often, 
very often have we been present when these 
circulars have arrived; and we have not failed to 
notice the disgust (not contempt) with which they 
have been invariably received and condemned. 
This is worse than money thrown away. 
The great “ art’ in advertising is, to select a 
respectable channel for your advertisements, and 
one which will keep your advertisements before the 
eye of the public throughout the entire month or 
year. This is good generalship. 
A periodical that will offer these advantages, 
must be a “ popular” one—and one which is ever 
to be found on the drawing-room table as an 
indispensable Work of Reference. Just such a 
work is this Journau. Treating, as it does, on 
subjects of enduring interest, and universally- 
popular Family Fancies, it is never out of date, 
neyer laid aside—never concealed from view. 
Ornamental within and without, it is a privi- 
leged companion, both at home and abroad; 
adorning the drawing-room, or library-table, 
throughout the year. 
Now let us return to the advertiser and his 
Circulars, and institute a comparison ; for when 
printed, they must be delivered and properly 
issued. Supposing a person were to print 4,000 
single-page Circulars, similar in size and form to 
the one on which we are now writing. It would 
cost him, including postage-stamps and envelopes, 
twenty-one pounds. In addition, he would have 
the trouble of seeking out and copying 4,000 ad- 
dresses; and he would then have to incur the 
risk of his circulars being read when received—a 
fearful risk, truly! 
How would it be, if he printed his Circular in 
this JourNAL? We should charge him three 
pounds ten shillings for the page he occupied, 
and should deliver the announcements for him 
FREE OF Cost, into the most respectable families in 
the kingdom, on whose tables they would lie from 
month to month, and by whose friends they would 
be perused day after day. Here is not only money 
saved, but immense advantages are secured. 
As for our circulation, zt will be ever on the in- 
crease; for we send the Journat out, post-free, 
for one shilling and ninepence, instead of two shil- 
lings—the cost of postage (sixpence) being half 


