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There is one certain avenue to wealth accessible to all, that has been tested and proved, beyond doubt, to be equal to the owning of a guld mine The knowledge of this is not confined to a few, and to embark in it does not require a large capital, but requires only a patient study of how some have failed and some succeeded who have travelled this beaten course, for it is a well travelled road.

We allude to advertising. There is in the United Kingdom some 15.000 different news mediums, and in America at least 20,000 additional, anxious to help to fortune all those who apply to them. As an example, let us allude to the Soap industry; with soap factories in almost every little town, and with the ability of every family to make their own soap, immense fortunes have been made in Great Britain by Pear, Low and Benbow, while in America Babbitt could lose £50,000, by the embezzlement of a trusted clerk, without missing it. To show that competition is the life of trade, still another comes along in Frank Siddall, whose immense advertisements have pushed the sale of his soap to every village in the United States. Of course, advertised articles must possess merit; but who would have heard of EPPS'S COCOA or FRANK SIDDALL'S SOAP without the use of printers' ink; and now, disheartened tradesman and manufacturer, do not repine but read advertisements and you will find that advertising is ready to lend its wonderful influence to all who are willing to call on it. Advertising is really one of the simplest of studies, and by keeping two or three rules in view a person of even only average ability need have no fear of embarking in it.

In the first place, a successful advertiser may not be able to write a good advertisement, but he must be able to tell a good advertisement when he sees it, while a person who may be able to write a good advertisement, may for lack of a properly balanced mind, be a failure when endeavouring to conduct a business for himself.

A thorough advertiser will always carefully read the advertisements of others, even those of his rivals in business, so as to take advantage of their good ideas or shun their bad ones. There is no more certain way for an advertiser to insure success than to carefully study the advertisements of others.

The object of an advertisement is to dissatisfy the public; if the public is not made to feel dissatisfied, it will travel in its old accustomed ruts, and an advertisement only accomplishes its purpose when so written as to cause dissatisfaction with the old road and cause the trial of a new road that is claimed to be smoother or shorter or shadier, or where the toll charges are said to be less.

An advertiser should never allow an advertisement to go out of his establishment, unless convinced that if he was the outsider, he would feel beyond question that the advertisement, would create in his mind a desire to investigate the merits of the claims made, and any other rule must necessarily be guesswork.



No 316.


I. 1. La Démocratie et la France, Études par Edmond
Scherer, Senateur. Paris, 1883.

2. Towards Democracy. Manchester and London, 1883.
3. The Federal and State Constitutions, Colonial
Charters, and other Organic Laws of the United
States. Parts I. and II. (quarto). Second Edition.
Washington Government Printing Office, 1878

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II.-I. Aristophanis Pax, Annotatione Critica Commentario
Exegetieo et scholiis Græcis instruxit F. H. M.
Blaydes. Halis Saxonum, 1883: Aves, 1882: Eccle-
siazuæ, 1881; Lysistrata, 1880; Thesmophoria-
zusæ, 1880.

2. Aristophanis Quatuor Fabulæ, Equites, Nubes,
Vespa, Ranæ, ad plurium Codicum Manuscriptorum
fidem recensuit et copiosa annotatione critica in-
struxit F. H. M. Blaydes, Ædis Christi in Universi-
tate Oxoniensi quondam alumnus. London, 1882.
3. The Wasps of Aristophanes. Revised, with a Trans-
lation into Corresponding Metres and Original Notes.
By Benjamin Bickley Rogers, M.A., of Lincoln's
Inn, Barrister-at-Law, sometime Fellow of Wadham
College, Oxford. 1878

And other Works.

III. -1. Richelieu et la Monarchie absolue. Par le Vicomte
d'Avenel. 2 vols. Paris, 1884.

2. Histoire des Institutions Monarchiques de la France
sous les premiers Capétiens. Par Achille Luchaire.
2 vols. Paris, 1883.

3. La Royauté et le droit royal Francs, durant la
premirée période de l'existence du Royaume (486-
614). Par P. E. Fahlbeck. Lund, 1883.

4. Zur Kritik Karolingischer Annalen. Von Isaac
Bernays. Strasssburg, 1883.

5. Geschichte des dreissigjährigen Krieges. Von
Anton Gindely. Prag, 1869-1880.






ART. I.—1. La Démocratie et la France. Etudes par Edmond Scherer, Sénateur. Paris, 1883.

2. Towards Democracy. Manchester and London, 1883. 3. The Federal and State Constitutions, Colonial Charters, and other Organic Laws of the United States. Parts I. and II. (quarto). Second Edition. Washington Government Printing Office, 1878.


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[ONSIEUR EDMOND SHERER, the author of the powerful and widely-circulated' pamphlet which we have placed at the head of this article, is well known to large numbers of cultivated Englishmen as one of the most intelligent and judicious, and one of the best instructed, French critical writers. He is remarkable not only for his knowledge of English literature, but for his singular sympathy with its spirit. But M. Sherer is not solely a man of letters. He is an experienced and observant politician. If the colour of his political opinions has to be given, he must be classed as a Republican. He is not a Legitimist, nor an Orleanist, nor a Bonapartist, under disguise. He did not accept the Republican form of government as a merely provisional arrangement, unavoidable in the existing circumstances of France. He thought that the establishment of a Republic was inevitable, and that the experiment should be honestly tried, and tried out to the end. When the National Assembly, having constructed the new Constitution, proceeded under its' provisions to the election of Senators for Life in 1875, M. Sherer was one of the candidates of the Left Centre for these seats, and he was chosen by a considerable majority. From the point of view thus obtained, he has surveyed French politics for nearly ten years, and the picture which he draws of Republican government in actual operation is melancholy to the last degree. Englishmen on the whole viewed with strong disapproval the attempt of the Duc de Broglie's government to dragoon the French electorate into Vol. 158.-No. 316.


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