Barkham Burroughs' Encyclopaedia of Astounding Facts and Useful Information, 1889. Barkham Burroughs

a searching glance, turning it over to see the back, and if there be any defect, it will probably catch the eye. If there be the least suspicion, a critical examination of all its parts should be made.

      In case of doubt, the lathe work should be carefully examined, and it may be compared with a perfectly good bill; then examine the shading around the letters, and search for any sign of alteration in the title or denomination of the note. If there are any medallion heads or shields, notice the lines; if there is any red letter work, designed to appear on both sides, look at the character of the work on the face, then turn the note and examine the back. If the printing is not exactly alike on both sides, but varies in any part the note is counterfeit. Then observe the vignettes and portraits, to see whether their style and perfection compare well with the work on genuine notes. Then examine the solid print and engravers' names, as well as the printing, ink, and paper. By such thorough examination, one can hardly be at a loss to determine the status of the note.

      Good magnifying glasses are necessary, in most instances, to bring out the fine lines on bank-notes. Sometimes a microscope of great power is required to discern the genuine line.

PIECING, ETC.

       Table of Contents

      Counterfeiters sometimes make ten bills of nine by what is termed piecing. Thus, a counterfeit note is cut into ten pieces by the counterfeiter, and these pieces are used in piecing nine genuine bills, from each of which a piece has been cut. The nine genuine pieces, thus obtained, are then pasted together, and with the tenth counterfeit piece added, make a tenth bill, which is the gain.

      Piecing bank-bills is not a very successful practice. One who possesses such information as here given, can readily detect the difference between the counterfeit and the genuine. This difference is, however, made less apparent by the counterfeiter, who defaces the counterfeit part, so as to give the note a worn appearance. Counterfeiting is rendered very difficult in consequence of the remarkable excellence of the work on the government and national currency, as also from the difficulty of imitating the green. But this currency, if successfully imitated by counterfeiters, will repay large outlay and care, as the greenbacks pass anywhere in the nation, and a counterfeit may be carried to other states or sections as it becomes known in any particular locality. National bank currency may be counterfeited by preparing a plate, and then with simple change in the name of the bank the counterfeit can be adapted to the various towns where banks are located. This much is written, not to lessen the value of or confidence in the issues of the government, but to admonish the public against the dangers of a false security.

HOW TO ADVERTISE

       Table of Contents

EMBRACING RULES, SUGGESTIONS, AND PRACTICAL HINTS ON THIS IMPORTANT SUBJECT.

       Table of Contents

      Volumes might be written on the necessity of, and the various methods employed for, advertising. Many prosperous men owe their success in life to judicious and liberal advertising. In this age of strong competition in the various avenues of trade, he who does not advertise his wares will probably be outdone by a more ambitious dealer, with perhaps a poorer article, who advertises liberally. People go where they are invited, and the merchant who advertises freely, places his store and windows in attractive order, and leaves the door open, will do far more business than he who does not cater to the public, is indifferent about appearances, gruff, and complaining of hard times.

      Horace Greeley laid it down as a rule that a merchant should advertise equal to his rent. This, like all good rules, ought to have exceptions. An old and well established business would not require so much, while a new enterprise would require more than this amount expended judiciously in advertising. The merchant should decide at the beginning of the year about, what amount he may expend in advertising during the year, and then endeavor to place that amount in the best possible manner before the public.

      An advertiser should not be discouraged too soon. Returns are often slow and inadequate. Time is required to familiarize the public with a new article or new name. Some men have given up in despair, when just on the eve of reaping a harvest of success by this means. Many of the most prosperous and wealthy business men in this country have at times been driven hard to meet their advertising bills, but they knew that this was their most productive outlay, and by persistently continuing it they weathered the storm.

NEWSPAPER ADVERTISING.

       Table of Contents

      Select the newspaper which circulates among the class of persons desired to reach. Do not advertise a special article or business designed for a limited class of customers, in a general newspaper. Almost all trades and occupations in these latter days have their special journals, and these afford the best means of reaching that class of persons. The purpose of the advertiser then should be to discover, first, the character of a paper's circulation, and second, the extent of its circulation. On these two essentials may then be based an estimate of its value as an advertising medium. The character of a paper's circulation is easily determined by the quality of the reading matter which the paper contains, and the general tone imparted to it by its conductors. The extent of a paper's circulation bears chiefly on the rates of advertising, which, other things being equal, should have a direct ratio to it. The extent of circulation is a matter of almost constant misrepresentation on the part of publishers or their agents.

      As a rule, the most prominent and costly part of the paper is the best. In country weeklies the "local items," or next to them, is preferable. In city journals containing a large amount of reading matter, a well displayed advertisement on the outside pages is perhaps the best for most classes of business.

      Place the advertisement before the public at the proper time, just when people are beginning to feel the need of such as the article advertised, as furs, when winter sets in. An advertisement may, however, profitably be kept before the public constantly, and increased or diminished as occasion requires.

CIRCULARS.

       Table of Contents

      There are many well established firms who will not advertise in the newspapers at all. They believe that the same amount of money spent in circulars, catalogues, etc., sent direct to the persons whom they desire to reach, pays better than newspaper advertising. This is more direct, and affords the advertiser the opportunity of setting forth his claims more fully. Circulars, cards, catalogues, etc., also afford a means for the display of taste in their typographical arrangement and appearance, and often times this has as much to do in making an impression on the person who receives it, as the reading matter contained therein. The printed circular goes out to the public as the representative of the house; it should, therefore, in order to command attention and respect, have about it, an air of appropriateness and attraction. Such a circular will perhaps be carefully preserved for years, while another which was of not enough importance, apparently, to the proprietor or firm