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VOL m-SO. 2l
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lliJLßineiSa Oarda
TDr- T- j_i- Jenkins,
HAMILTON, GA'.
THOA S. MITCHELL, M. D.,
Rtiltfeitl Physician and Surgeon,
HAMILTON GEdRGtA
Special attention given to operative surgery.
Terms Cash
PItESTON GIBBS,
SURGEON AND p&ylcian, i
Hamilton, Ga.
Will be fpnjlrt at the hotel or the Rtore of
w H Johiuton unless professionall7 eneaeed.
CHATtXWOOCHEE house,
By J. T. HMGIftBOTHESk
WEST POINT; OA
ALONZO A. DOZIER;
v ~
Attorney and 'Counselor At Law,
COLUMBUS, GA.
Practices in S’ate and Federal Courts in
Georgia and Alabama. Office over C. A.
R*ld A Co’s 126 Broad st. dec4-8m
HANDY ALEXANDER'S
BARBER SHOP,
.
OGLEfHOR* E STBI ' Ga*
Give me c*ll when yon come to town,
pn i 1 will do my best to please. decll-6m
aiildd Dossier,
AttornEt-at la*,
HAMILTON, GEORGIA
Will practice in tie Chattahoochee Circuit.
&*nvwhere else. . Office ip tt), Northwest
ner of the Courthouse, tip-stairs. janß
JtD. TERRI'S MaRRER SHOP,
COLUMBtjf, GA.
Go to Ed Terry’s, if. von went n essr
tvs, and your hair cnt hy first-class har-
and in a first-class barber shop. I/w*-
tod under the Rankin House. sep4 ly
Read This Twice.
The People's Ledger contains no continned
Stories, fc large p*re*. 48 columns of choice
miscellaneous reading matter every week, to
gether with articles from the pern* of snch
weli-known writers as Na.by, Oliver Optic,
Sylvanna Cobb,, Jr., Mire A'cott, Will Carl
ton, J. T. Trowbridge, Mark Twain, etc.
o^- 1 will fend the People'* Ledger
to any address entry week for three
months, on trial, on receipt of only 50 c.
The People's Ledger is an old.established
and reliable weekly paper, published every
Saturday, and is very popular throughout the
New England and Middle States. Addre*
HERMANN K. CUBHB, Publisher,
| dee36-8 n School ft, Boston, Mass
llam n/r
From thoTfeW
OF THE OLD
EST BUSINESS.
The aifvertikiqg'tiWneßs is the old
est and laTgest.buauiess ever known
on earth. The literal meauing of the
word advertise is to turn to.
comes from the Latin a<i, to, and
tmidri, to turn. JtV 'its broadest
sense it rheans to call attention to, to
proclaim, to publish, to make known.
And the business of calling attention
to, and proclaiming, publishing and
making known, is tbb Oldest and lar
gest business on earth. It is a uni
versal business also. We all have
more or less advertising to do. In
this way or that way, and by this
means or that means, and for this
purpose or that purpose, we all try
to turn detention to ourselves, or our
interests.
In truth, hardly anything can be
done without advertising. Souls can
not be saved, sinndrs cannot be con
verted without it. Even the word
con-oerf,—which means to turn about
—comes from the same root which
ad-tierfdsing domes from. The vert,
which means to turn, is the pivot, the
turning point, of the whole matter.
The essential thing in Bn ad-nerf ise
ment is for the ad-uerf-iser so to ad
vert to his business as to con-eerf the
public. To con-uerf a sinner is to
turn him about. He has been going
towards perdition; and his conver
sion consists in his turning about so
as to gd towards heaven. And he is
con-oerf-ed by an ad-wrf-iseraent,
or a Wrnirtg of his attafttlon to the
consequences of sin; in short, by gos
pel advertising. And so, all the
preachers are advertising agents foir
the Lord, arid all the churches are
His advertising agencies.
The word advertise ii > Bible
word. It was used in the Bible be
fore there were any newspapers to
publish the modern advertisement, or
tiny dictionary to define the term. An
interesting real estate transaction,
which took place in the land of Beth
lehem sothe thousands of years ago,
is described in the fourth chapter of
the book or Ruth, where it io writ
ten : “And he [Boas], said titUrblhe
kinsrneW, Naomi, that is come again
oiit of the country at Mcab, selleth a
parcel of lancl which was our brother
Siimelech’s, and I 'to adver
tise thed, saying: Buy it before the
inhabitants and before the elders of
the people.”
Boaz saw the necessity of advertis
ing on that occasioij; and he did ad
vertise j and he made hia point hand
somely.
In Numbers; Xxiv, 14, it is writ
ten : “ And how, behold, Igo Uhto
my people; come therefore, and I
will advertise thefe what this people
shall do thy in the latter
days.” That advertieemehi Was a
terrible prophbcy, a Settihg of
the everlasting truth; and all adver
tising oiight to be, like Scripture ad
vertising, a setting forth of the truth;
but it is not, and never has bc’en,
since the. h'dur the devil deceived Eve
by his lying advertisement in the fruit
business. In fact, from that hour to
the present moment; the devil has
been running an advertising agency
of ‘universal t’atnificatons, in order to
build up his moral mock-atiction bus
iness, and spiritual sawdust swindle.
And he has had great success, and
has, tarred many unto him, and has
no lack of customers, notwithstand
ing the prodigious efforts of the
churches; and the Bible societies, and
the tract societies,, And the mission
ary societies, and the Sunday-schools,
and the other numberless agencies ac
tively workipg on the Lord’s side, to
expose the devil’s wiles, and adver
tise truth and rigbteoiisnes£ and judg
ment to dome. Human nature will
have its way; and now, tU in the old
scripture days, , , .
“ A mail shall fcafdly keep himself
from doing wrong; and ah huckster
shall hoi be free from sin. Many
hayq sinned for a.small matter; and
he that seeketif abundance shall turn
his eyes away. As. a nail sticketh
fast between thejoininga of the stones;
so doth sin stick close between Wiy
ing and selling’’—and advertising.
In these days advertising does not
necessarily mean either prophecy pr
truth-telling, it does mean the
turning of public attention to one’s
business. And #ie question for the
advertiser is, “How,.shall I advertise
so as most effectually to torn public
attention to my business, and not
only turn it to my business, but fas
ten it there t n
An advertiser** snedesa in advert*
HAMILTON, .
i r v, ‘ " R ~ ".'v '
ing, will chiefly depend on tw;Q tjiings,
namely: On the style in whic|i his
advertisements are written, , and on
the w@y In which they are published.
A faet may bo stated in euch a dull
manner as to attract little or no no
tice ; faqf; ra iy be stated
stf interestingly as to arrest geheral
attention. So too, an advertisement
may be published in such a way that
it will fall deed; and the same
tisenpent 'word for word, may be pub
lished in such a manner as to ooca
siop a wide spread sensation.
As. a rule neither of these points
ik sufficiently considered by adverti
sers. When a man has a lawsuit,
.and his case is to be advertised to and
jury of twelve men, he wants a law
yer to dd it, ivho ban vyield all the re
sources ofargnment and eloquence in
his behalf. sut the same man, when
a jury of many thousands is to be ad
dressed in behalf of his business, is
apt to think that he can do it well
enough himself, no matter how in
competent he may be. In faot it is
pretty generally supposed that, any
kind of a statement, however bung,
lingly it may be written, will answer
for an advertisement, when the truth
is that in order to have an advertise
ment tell with greatest force upon pnb
lio minds, it must be prepared with
consummate skill. This is especially
true of advertisements intended to
secure the favorable consideration of
ladies. Wehave known striking in.
stances of ladies being irreconcilably
prejudiced against an advertiser, by
reason of some Quality in bis adver
tisement which he doubtless supposed
to be its chief point of excellence.
But what to do with an advertise
ment, after it is written, is perhaps
the chief problem in this business.
How shall the advertisement be laun
ched upon the public with the most
telling effect? There is much money
in the correct answer to this question.
Let us see if wo can get at the cor
rect answer. And in order to get at
the correct answer, let us see what it
is that an advertiser wants to accom
plish by advertising:
He wants to turn the attention of
as many persons as possible to bis
goods,wares anrl merchandise, and to
present himself and his business to
them in siieh an attractive and per
suasive manner, as to secure their fa
vorable consideration and custom—iti
short, so as to make them believe hi
him, and in hjs business, and in what
ever commodities he may have for
is the advprtiser to launch his
advertisment—(which we will sup
pose to be properly and effectively
written)—upon the public so as to
accomplish.thesp results? He must,
of course, firtd the best avenues to the
pnbiib mind, apd through them but
ton-hole the public attention with ad
vertising finger. But what are the
bpst avenues to the public mind ?
Thpy are, of course, the newspapers
ana periodicals of the time. And
how is an advertiser to find out the
newspapers and periodicals, and learn
jvhich of them it would be best for
Airp to advertise in?
As there are thousands, many thous
ands of newspapers and periodicals in
the lahci, of vast diversity of circula
tion, an,advertiser, without the aid cif
those whq already have special knowl
edge on the subject, could not, obtain
such information as would enable him
to launch his advertisement most ef-
lV /!
fectnally upon the public, except at
an outlay of time and money, which
no advertiser could afford. It took
Messrs. Geo. P. Rowell <fc Cos., the
leading advertising agents in Amer
ica, several years to seek out and
olassify the,newspapers and periodic
als of the United States and Canada.
When, about eight years ago, they
were applied toby advertisers in this
city, to publish an advertisement in
Minnesota, they tapd to decline the
business because tfi£jr could not as
certain the names of elen half a dozen
papers published in that State.
Abont the same time, the project to
establish an advertising agency in
CiucinnajL was abandoned, becanse
of the difficulty of obtaining a list of
the pfifjers published in that region.
it was the same with regard to the
papers published in Nova Scotia, and
it was the same with regard to pub
lications in the Southern States.
In fact, Messrs. Rpwell <fc Cos.,
finding there was no basis of infor
mation on which to carry on the ad
vertising business intelligently, and
with satisfying accuracy, determined
to establish an institution which should
give similar information about news
paper* and periodicals, which mer-
can.
and tn
.tO'te'J-.up
papers anu
advertisemeu
anil Canada.
thejr had underta.
enormous task, bat
from step to step, tin.
out every publication (mtu
learned its politics and its rc
if it bad any;—the extent and l
ter of itk circulation, and all the
about it} which it would be necessa.
for an advertiser to kuow.
One of the greatest difficulties
which Messrs. Rowell & 00. encoun
tered in their prodigious undertak
ing, was to get accurate information
as to circulation of the publications
of the country. Publishers had the
mistaken notion that it was better to
surround their circulation with a fog
of uncertainty, tlirougfi which it
Woiild loom.up large to the untrained
vision of advertiser*. But Messrs.
> • * V,
Rowell <fc Cos. believed that any bus
iness, in order to be completely suc
cessful, musk be founded on the com
plete truth. And sd they went for
the complete truth, as to the circula
tion of newspapers and periodicals.
Proprietors of the strongest pblica
tions fell in with their plans, and gave
exact information, and it was not
long before publishers in a\l parts of
the country, seeing the advantages
which came of exaotitude, and, nat
urally preferring truth and accuracy
to deception and vagueness, followed
their example.
Without the knowledge of the cir
culation of publications, there could,
of course, be no certainty in advertis
ing. Without kuch information, an
advertiser might reject a paper hav
ing a circulation of tens of thousands,
and put his advertisement in a jour
nal'having a circulation of only a few
butjdreds.
But the extent of a paper’s circula
tion is not the only criterion of its
value as an advertising medium. In
sorr\e cases the kind of people who
read a, paper is an important fact for
an advertiser to know. It would be
of no use for a published of the writ
ings of Thomns Paine to advertise
them in a religions newapaper; nor
would lnddel publications be a good
medium for advertising Calvanistio
works; nor would one who should
advertise agricultural implements and
fertilizers in papers read .almost ex
clusively by literary people and ar
tists, be much beriefitted hy hia out
lay; nor would it be judicious to ad
vertise free trade works in tariff jour
nals, hr tariff works iH free trade
journals. Advertisements which ap
peal to women, young people, busi
ness, men, and the general domestic
Heeds of femjlips; should be published
in papers that have the largest gen
eral circulation; and advertisements
which Appeal to a certain class should
not be published in papers that, pro
seldom seen by members of that
class.
.Hence the necessity, in order that
advertising may be done intel'igently
and effectively, of knowing al about
all the papers and periodicals in the
country, which publish advertise
ments. The extent of a paper’s cir
culation, its politics or no politics, its
religion or irrellgion, its speciality, if
it has one; in what sections of the
; V| 1
country it circulates, its rates for. ad
vertising, and everything else which
it would be nseft|l for advertisers to
know, should be known. It was
obtaining of this information ahotii
every publication in the United States
and Canada, which Messrs. Rowell &
Cos. set themselves to get. And af
ter years of persistent and arduous
labor they got it; and having got it,
and having digested and classified it,
instead of keeping it to themselves,
they threw it open to their customers,
so that any custoiflfer who ohose tri
look into the matter might know as
mnch ahtfftt ft its they did. TftlS ?s a
I distinguishing feature in Messrs.
Hcweil & Co.’s system. They were
the first advertising agents to give
their customers free access to all ,thc
j knowledge which they themselves
possessed. They make no mystery
of.their Ipunineßf*; nothing is conceal
j ed. Whatever information they have
is at the service of their customers.
Io fact* they now.publish it all, in
their Newspaper Directory,, so that
not only their customers but also
their rivals in business, can get the
benefit of it. But, of course, nobody
| else can, get so. much out of it as
j Messrs. Itowell A Cos. can get thera-
I selves, because, nobody else can un
' deratand all ita bearing*, or pot the
o
am.
their
aoter
liarities
dieir rate<>
the best way
ments to them. a
great deal more, Jt>- .cuenasbeen
long in their es:dblishrnept, it w ill
begin to dawn upon him tfiat the ad
vertising busiSetih is a great business;
that there is vastly more in it than lie
ever dreamed of; that it requires spe
cial information, special facilities, spe
cial arrangementß, wide-reaching re
lations, costly appliances, and that
maturity of judgment which only
comes of vast and varied experience,
and fullness and, completeness of
knowledge. And right there, ,ln
Messrs. Rowell <k Co.’s agency, he
will see that he can command all the
kt 1 ‘
i''formation, appliances, machinery,
skill and judgment, necessary to ena
ble him to launch his advertisement
npori the public mind in such a man
nor as will bo most certain to turn
and fasten public attention upon Rirt)-
self and his business, tratil hi* name
shall become a household word. And,
that of course, will bring custom; and
if oonpled with honesty and fair deal
ing, It will build up business on an
enduring foundation. And the ad
vertiser will gain riches and renown ;
and thns the end, aim, and object of
advertising will he achieved.
A Mechanic. •
A yonng man commenced visiting
a young lady, and seemed to be well
pleased. One evening .he had called
when it tyas quite late, which Jed.the
youhg lady to enquire where he had
hem.
“I had to tirork to-night.*’
“ What, do you have to work for a
living?” she enquired in astonish
. - *• . *. , ,
“Certainly,” replied .the yonng
man, “lam a mechanic.”
“ I dislike the name of mechanic,”
and she turned, up her pretty nose.
This was the last .time that young
man visited that young lady. Hb la
now a wealthy man,,and has one of
the nicest women in the country for a
wife. The lady who disliked the
name of a mechanic is now the wife of
a miserable fool—a regularvngrant
about grog-shops and the soft, verd
ant, miserable girl is, obliged to
in washing to support her children.
You dislike the name of a mechanic,
eh ?—you whose brothers are hpt
well dretoed loafers. Wo pity any
girl ,who is so verdant, so soft ns to
think less of a .mnn for being a me
ehanic-r-one of God’s noblemen, a
most distinguished and'honored per
sonage of Heaven’s creatures.
Beware, young ladies, how you
treat.young men who Wdrk for a Hir
ing, for yon may one day he a menial
to one of them yourself. Far better
tbdischarge the well-fed pauper, with
all his ring*, Jewelry, brazentjes* and
pomposity, and take off your affec
tions to the pallptla hand, industrions
ttlechanio. Thousands have bitterly
repented ; thejr folly jvho hayp turped
tlieir backs on honesty. A few years
have taught them a severe lesson.
Carr of Lamps. — 1. Always fill
lamps in the morning, when there is
daylight to work by and lamps and
oil are cold. 2. Do not pour oil
from a can that has recently been ag
itated. 3. Do not allow a lamp to
stand very long near a stove, -,or in
any other warm place.. ,4- Always
keep the tubp of the lamp clean, and
trim the wick every morning. 6.
Do not extinguish a lamp by blow
ing down the chimney; blow up from,
the bottom, or else turn the wick
down. 6. Buy none but the best of
oil. If your grocer does not or will
not keep it, make .f club with your
neighbors, and send to r cfty for a
barrel. 1. Avoid, all lamps, holding
over a pint of oil, as the dangers
greater as the sizes of lamps are in
creased.
The man of the .—the type-setter.
desdiro,
dtlugeoT
—liti both for *vll and food—
Is as ready for growth as it Is for decay—
A power that aids In supplying onr flood,
Or nips with Its frosts all tbs hops# of a day.
It oomet with Iks plague of the insnet or
v worm, h s
Or it,comes with ths masons exempt from
the pest;
It comes with the death-dealing fungus or
H , V. • I
Or In bpuuteous harvests with which man
L blast.
It coatee Irrespective of Just or unjust—
It comes irrespective of station oy blood—
But its lews being constant, we leera how to
trust,
Avoiding the evil sod reaping the good.
Written forth* VUUor.,.
The Philosophy pf Good to Men.
ST 3, k. STSWABT.
We lesrn from experienoe, observing with
care ,
The great ruling foroes, their rhythm or
time,
That nature is constant the same everywhere;
In coosUney slmple,ln works moet inbl'me.
Its laws being constant, ws search for or
trace ~
The means of enjoyment, subsistence or
I'fe,
And find In this wisdom a haven of peace—
The surest protection 'gainst eil or strife.
A power exists: let ns study its laws;
Lot us find out Its seorets and truthfully
eoan;
Let ns view its effects; let us search for the
cause;
Let us thus gather wisdom and teach It to
man.
■
Let ua study the foroes we feel or we sea:
Of the powers of nature presented to view,
And find ont their limits. If limite there be,
And thus through onr reason our safety
pursue.
Let ns lift the dark veil whtoh has hidden
from sight
Great truths now emerging from onder
the ban;
Lef reason present ns Its guidance or light,
To shine In the pathway of poor, foeble
men.
Dot Old Paper Bustle.
BY OABL nsriM.
Bow expsn.lv* of us vsn i dlok ov ihy gal*
. hood, '■ ■ j • J ,
Vhen old mudder vine vos bold dem to
vew;
Der garden, der eabbagt der wheet-eweelin
i rosebud,
Der ret pandyloohs vot my Infancy knew *,
Der vlde-epreadlng hoobs, and der dress vot
stood by It;
Der bonnet and cap vbere der vatervall
fell;
Der long woolen sbtockinga mlt * mug
i ,looking fit,
And der old paper bustle Vat hong on to
veil'.
Oh, dot old piper buttle, dot newpaper bustle,
Dot cloth -covered battle vat huug on so
veil.
Oh, dat moth-eaten hstick, ! vert hall dat 4
treasure, ' < V >
A* morn noon and night, by my house 1
*ot loose—
I yoost dook him tip utd examined mlt
pleasure,
Und dlnked it der beentifelst lifter In use.
How nerfeus I got me, ven I folded him out,
Und doubled and thqueesed him, der hoo
die did shweil—
Io shape it got bully, der shtlngi dhey vae
stout
' On der old paper hustle dat fitted so veil—
Dat rag-paper-bustle, dat worm-eefen hustle,
Dat dress-liitlog beetle dat hung on so
veil.
How sweet, it val looking veh der hack was
all ln-
Ven properly mounted It Inclined to der
shky—
Not much many tollem would tempt me to
learnt,.
Der varmeet, der tightest, not doomana
vae shly.
But now I vae old usd wrinkled und gray,
Und der tear in my eya rash Intrusively
sbwill—
Took* me back of my memory to dot tabby
day „ .
Veu I vore me dot bustle vot bang on so
veil. j . ,
Ob, dot old paper hustle, dot vixe-covered
• hurtle,
Dot moth-eaten hustle vas ahduck on veil.
geotlomifc, ebMrdtag;
“ Caswell ” upon a buaimna
raent, remarked that it v oald be “a
well ” without the C. .! > ' •
A wagish gourmand,yho had modp.
himpslf feasting pn f*j, mid h#
embodied the trio .of thp .thtrj fhfnace,
thua—shad-rack, me-siek and abc4-
we-go.
lira. Keen, of Springfleld, declined
to allow her daughter! to take part
in a spoiling < match because aha
heard aqmqbody aajr that knotty
words would be given oaf.
“This is net gain,”,said .a witty
Worcester gj,rl w;ho found a valuable
silk hair net hanging to the fringe of
her shawl upon bar return home front
an evening lecture.
Thia world wooM I?* * ttogdf dti
ert of lonesomenesa if women were
not priveleged to attend anoiion aalee
and pay more for an old bureau than
anew chamber *et would coef t , lß -
A little girl, hearing her teachoe
spoken of aa a painstaking woman,
remarked that the sqbolara were
“ painat sk ingest,• for they were'get *
erally whipped all round every day.
, Does the ooart yon to
any that you aaw the editor jptoAVfT
ted f “Not at all, air*'only I'veaeen
him in suoh a—a —a—flurry as to at.
tempt to out ont copy with the anot
fers; that’s all.”
If a colored theological student in
Mississippi' concludes hi*,, course, of
atudiea and writes hi* fitst sermon
without being shot, in the leg for fool*
ing aronnd a hen-coop, he is consid
ered a promising mao.
Readers wW oannot at once see
the cream of a jest do not generally
wait for it ( to riee. .
We send to dnr batcher for tweetr
bread, and if we want a sweetmeat
we send to onr baker. *
The boy who ran *jWy from school
to “go fishing all alone,’* and caught,
bithfelf in„thp, Up, say* he’a got
enough of fishing on his own hick.
An inatruotor asked a French .gifi
why beer io French was {untwine,
She replied it was probably owing to
the fact that the boy* liked jtsowell.
An exchange aays,, JViafU,, ride
two mile* to ahh two brothers under
twelve years of age that go to bed
together without having a dispute
about something.” . ,
It i* in vain to hope li,p!iftfe *!l
aßke. Let a man fltsnd with jus face
io .what direction he will, he muatj
necessarily torn hia hack on one-half
the world.
A Springfield min retjjmtl* toajf *
bath in the dark. &r>l*mgeii £#
enough, biily be.gojtibMl of a piece of
stove-blacking Instead of soap, with
marked results.,, M ■. f>
“Nc)iir„.doo!t be rough,” remarked,
a person who bad been arrested tor.
thievery, the other night. *‘Jflr*y <
don’t **y I am a thief. Be polite,*
and oall me a canal contractor.”
A lively nrobin a drug
storeman the o%*, day: “Mister,,
please give mp u a atiok of licorice,
your clerk goes with my sister.*’ , ■
An itfciismg story is told of
Childs, of Philadelphia, who tgketk
pride in showing his eetaMwhri
tnent to visitors. He tog. ,paased
through several of the departments,
end as be approached .tie, stereotype,
rooms, remarked this room |*ras sin
'vays kept in perfect ordep,, when, on.
< pening the door, thprp lay,a druukf
en compositor fast asleep ~90 epe ot
the imposing atones, who did jw #pA
pear to be in perfect order. The dis;
gust of Mr. Cbilds esn be better im
agined than described. , , , 4 ,
Qnilp (to Mrs. Q,)w‘*Will* he*
did yon like the sermon, my dear f*t
Mr*. Q.—*“o, perfectly splendid I
Sucb loves of bopnotal * . .. , .
“ N °. ndaAnr, } give np them, vani
ties now,” was th<j retort ofa biuab
ing bride to the perron who tried to
kiaf her. , .
Hostile furniture—Armed chairs.'