KIDD'S 

SONG,—THE FAIRY-KING. 

Who says the gentle elfin race 
Hath vanished like the wind, 
Nor left a single verdant trace, 
Or flow’ry track behind ? 
Who dares to say the meads no more 
With fairy gems are pearl’d ? 
What treason to the conqueror 
Who rules our inner world! 
In Fairyland’s most honied spring 
He dips his sceptre dart : 
Love is the only Fairy-king, 
The Oberon of the heart! 
The little love-god, first of sprites, 
Wears on his sunny brow 
A crown of hopes and soft delights, 
And smiles of rosy glow. 
His elves, gay sprites, their master meet 
With airy dance, and spread 
Sweet blossoms at his sovereign feet ; 
And ever ’neath his tread, 
All round the emerald fairy ring, 
Its freshness doth impart. 
Blest foot-print of our bosom king, 
Our Oberon of the heart! 
His fairy-favors ‘ kisses ”’ are, 
His throne’s a throne of hearts ; 
His natural magic mightier far 
Than sorcery’s mightiest arts. 
His signal flag a blush ; his wand 
Of power, the lightest touch 
Of fondness from the loved one’s hand— 
What wand can charm so much ? 
Oh! ere thou from our sphere take wing, 
May life itself depart,— 
Love, witching Love! thou Fairy-king, 
Thou Oberon of the heart! 

ONE WORD MORE ABOUT ADVERTISING. 

“Penny-wise and Pound-foolish,” is an old saying; 
but it is quite as applicable in these days as it was in days 
of yore.—Sir WALTER ScorT. 

WE ARE NOT AT ALL SURPRISED that our recent 
article on the Art or ApbvertisinG (see the 
November Number of Our Journat, page 222) 
should have excited so much attention. It is 
natural that it should have done so; for we went 
so thoroughly into details, and proved so very 
many startling facts, that the subject was one 
of more than common interest. It is high time 
that people should “ think”—and “ act” for them- 
selves. 
We have received a great many communications 
during the past month, highly approving our view 
of the general question,—most of the writers 
acknowledging that, as our Periodical is the ony 
existing work of its class, circulating largely 
among families, and as popular abroad as at home 
—we have a right to maintain its unusual 
claims to public favor. 
There are some few persons, however, who 
cannot clearly understand “why” we should 
make a charge of 5s. for an advertisement of eight 
lines, when a daily newspaper, or broadsheet, 



OWN JOURNAL. 367 
A daily, or weekly newspaper, has ample space 
to insert as many advertisements as they may 
receive. Their columns must be occupied,—there- 
fore it matters not how. In no case is the cost of 
paper and printing increased,—let the adyertise- 
ments be never so numerous. 
With us, it is different. Our space is limited, 
—very. In our advertisement pages, the cost of 
paper and printing is entirely extra. 'This causes 
us to charge a trifle—a mere trifle—more than a 
daily newspaper (the WEEKLY newspapers are all 
far above us in their scale of prices),—but then, 
only consider the great additional advantages 
offered! There are certain families we wot of, 
who never bind up their sets,—preferring to let the 
numbers lie upon the table the year round, by 
way of ornament. This is “ something.” 
In the case of Newspapers, the miscellaneous 
advertisements are jumbled together in one mass 
of endless confusion. Moreover, a respectable 
person travels in the oddest company possible. 
Quack medicines are above him,—below him ; 
under-garments, 100, hem him in,—wedded to the 
queerest of queer names, and some of them really 
unpronounceable. Awful Sacrifices terrify him. 
Then there are many Lamentable Cases of Desti- 
tution ; Frigi Domo’s; Ulcerated Sore Throats ; 
Infants’ Pap-boats ; Aqua-Scutum(!) Regimentals ; 
Ready-made Baby Linen; Sans-pli(!) over and 
under-alls ; ‘‘No more Physic required ;” “ Cau- 
tions,’ &c.—These, and a host of other scrubby, 
scaly neighbors, rub against the side of every 
respectable man with a decent coat, who seeks 
publicity in the columns of a newspaper. 
Now, we ask any sensible person,—whether, 
among the multitudinous announcements we speak 
of, there is any fair chance of his advertisement 
being extensively read and dwelt upon? That the 
public eye may glance over it, we admit; but this, 
only for an instant. “There is too much to distract 
attention for any good result to be reasonably 
looked for. Last—not least, all newspapers are 
i1egarded as waste paper after their contents have 
been perused. They are either torn or burnt. 
By advertising in Our Journat (which circu- 
lates all over the world, and is found throughout 
the entire year in club-houses,—reading rooms,— 
on the family table, and in most places of public 
resort)—all these drawbacks are annihilated. The 
very nature and plan of the work secure its popu- 
larity; whilst as a work of reference (if on matters 
of Natural History only) it is in constant use. Thus 
are: advertisers enabled to keep their announce- 
ments continually (and profitably) before the 
public. 
Our columns already afford pleasing evidence 
that our recent remarks have carried weight with 
them; and it is gratifying to hear our friends 
acknowledge that justice is on our side. 
Extreme cheapness, we contend, is not always 
' the grand point to be attained. If fair advantages 
be offered, a fair consideration should be given for 
them. We may not convince ‘the million” of 
the goodness of our argument. They love every- 
thing ‘“‘ cheap,”’—even if it falls to pieces as soon 
as they become possessed of it; but all people of 
charges only 3s. foran announcement of six lines. | judgment will say that our view is the correct one. 
Let us briefly—but satisfactorily, explain this. 

