Bonner purchased a handsome residence in New York City.
There was as much originality as boldness in the peculiar style in which
Mr. Bonner advertised his paper. As before stated, nothing of the kind
had ever been seen before, and the novelty of the announcements at once
attracted attention. It was seen that they were expensive also, and
people naturally felt some curiosity to see for themselves the paper for
which a man was willing to assume such risk and expense. These
announcements sometimes covered a whole page of a daily paper; sometimes
the page would be almost entirely blank, with only a few lines in each
column containing the announcement. Again the advertisement would be the
opening chapters of a story, which would be sure to excite the curiosity
of the reader, and induce him to purchase the remaining chapters in the
"Ledger" itself. It is to the credit of the "Ledger" that it rarely
loses a subscriber. It has become a family paper.
A recent writer thus refers to Mr. Bonner's early experience
advertising:--
"His mode of advertising was new, and it excited both astonishment and
ridicule.
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