Through his advertising agent he sent this advertisement to the
'Herald,' 'Tribune,' and 'Times,' and paid for its insertion. Among the
astonished readers of this 'Ledger' style of advertising were the quiet
gentlemen who do business on Franklin Square. The community were
astonished. 'The Harpers are waking up!' 'This is the Bonner style!'
'This is the way the Ledger man does it!' were heard on all sides. The
young Harpers were congratulated by the book men every-where on the
enterprise with which they were pushing the new publication. They said
nothing, and took the joke in good part. But it settled the
respectability of the 'Ledger' style of advertising. It is now imitated
by the leading publishers, insurance men, and most eminent dry goods
men in the country. The sums spent by Mr. Bonner in advertising are
perfectly marvelous. He never advertises unless he has something new to
present to the public. He pays from five to twenty-five thousand dollars
a week when he advertises."
Mr. Bonner well knew that all his advertising would be worth nothing in
the end unless he made the "Ledger" worthy of the public patronage, and
he exerted himself from the first to secure the services of a corps of
able and popular writers.
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