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BUSINESS ADDRESSES. 1 JOSEPH FISON & CO.'S MANURES, EXTRA QUALITY AND GUARANTEED ANALYSIS, A3 USED BY H.R.H. THE PRINCE OF WALES. Full particulars of these celebrated Manures can be obtained of any of the Agents of the Firm or from the Head Offices. FOR DELIVERY APPLY TO THE LOCAL AGENT. FOR AGENCIES WRITE TO JOSEPH FISON & Co., IPSWICH. AGENT—Mr. JOHN JAMES, Terrace Road, Aberystwyth. STEAM SAW MILLS, ABERYSTWYTH. R. ROBERTS and SONS, TIMBER AND SLATE MERCHANTS, HAVE JUST DISCHARGED PRIME CARGOES OF SPRUCE DEALS, FIRST QUALITY BALTIC RED PINE, AND RED DEALS, THEY HAVE ALSO IN STOCK A LARGE QUANTITY OF WHITE AND RED FLOORING BOARDS, YELLOW PINE & PITCH PINE LOGS, & PITCH PINE FLOORING BOARDS, PLANED, TONGUED, AND GROOVED. SAWING, PLANING, MOULDING, &c., BY MACHINERY. A Number of Well-made WHEELBARRO WS on Sale. F I R E W 0 0 D. ROBERT ELLIS, PHARMACEUTICAL CHEMIST, TERRACE-ROAD, ABERYSTWYTH. PRESCRIPTIONS DISPENSED. AN ASSORTMENT OF CHEST AND LUNG PROTECTORS. A 1 COD LIVER OIL. N.B.-rOUlt DOORS FROM THE MARINE-TERRACE. THE TOWN AND COUNTY SUPPLY. T. POWELL & Co., Proprietors. < THE BEST HOUSE IN THE DISTRICT FOR TEAS, COFFEES, AND GENERAL GROCERIES. ABERYSTWYTH SAW MILLS AND JOINERY WORKS. JAMES WILLIAMS BEGS to announce that he is prepared to supply from his Saw Mills and Joinerv Works, Llanbadarn-road DOORS, WINDOWS, MOULDINGS, and LEADINGS of every kind, STAIRCASES, GREENHOUSES and every description of Joinery required in housebuilding. SAWING BY CONTRACT. ALL KINDS OF WELL-SEASONED BOARDS ALWAYS ON HAND. ESTIMATES GIVEN FOR NEW BUILDINGS ANDFOR ALTERATIONS. JOBBING WORK OF ALL SORTS EXECUTED. THE MANAGEMENT OF FUNERALS UNDERTAKEN. RELIANCE HOUSE, GREAT DARKGATE STREET, (Opposite the Meat Market,) and 7, PIER STREET. WILLIAM PROBIN, WORKING LAPIDARY, JEWELLER, AND SILVERSMITH, BEGS to inform the Gentry, Inhabitants, and Visitors of Aberystwyth, that he has now on hand a well- selected Stock of Diamond Rings, Wedding Rings, Signet Rings, and Gem Rings. Bright and coloured Gold Jewellery, in all its branches, made upon the premises. Every article warranted. Also a large Stock of Whitby Jet and Bog Oak Ornaments. Old Gold and silver purchased. Wholesale and Retail Dealer in New and Second-hand Plate. M. H. DAVIS and SON, ABERYSTWYTH, SOLICIT INSPECTION OF THEIR STOCK FOR THE SEASON OF CHAFF CUTTERS, TURNIP CUTTERS AND PULPERS, BY THE LEADING MAKERS. ILLUSTRATED CATALOGUES ON APPLICATION. S- ONE OF THE MOST EXTENSIVE STOCKS OF GENERAL IRONMONGERY IN THE PRICIP ALl ESTABLISHED IN THE YEAR 1820. WILLIAM JULIAN, WHOLESALE AND RETAIL GROCER, TEA, COFFEE, PROVISION AND FLOUR DEALER, I 10, NORTH PARADE, ABERYSTWYTH. A constant supply of Fi-rst-Class Australian Preserved Meats, Labrador Salmon, Lobste '3 Sardines, &c. HOME-CURED BACON AND HAMS. McDOUGALL'S SELF-RAISING FLOUR. A CONSTANT SUPPLY OF CROSSE AND BLACKWELL'S GOODS. E MANUFACTURERS ,\° 4' PURVEYORSIOH.R.H. BY SPEC I ALWARRANT THE PRINCE OF WALES. GOLD MtD 1( llSpP^ 1 E MA1r ;¡, PAR EXHIBITION HONOURS PARIS 1373 OFTHEKNIGHT'B^OFTHELEGION «—LSH^0—* QUALITY^-1 f «T UNIFORM GENUINE OR AND OF HONOUR DOUBLESUPERF.INE .UNSURPASSED. '■ ■ ■IIMWI I. IN SQUARE TINS ^—-DBIBSBGIFR Aa22m 011 When you RECKITT'S ask for See that PARIS BLUEyou get it 1 As bad qualities are often substituted. Tile genuine ts used IM tHe Launaresses 01 THE PRINCESS OF WALES AND DUCHESS OF EDINBURGH. The Best MONDAY Agricultural Journal The only Illustrated Agricultural Journal THE AGRICULTURAL GAZETTE, (ESTABLISHED 1844-NEW SERIES, 1874.) FOR LANDOWNERS AND TENANT FARMERS. Every Monday, Price 4d.; post free, 4d.. THE AGRICULTURAL GAZETTE gives full Market Reports, both Metropolitan and Provincial; accurate accounts of Prices and Sales, Proceedings of Agricultural Societies, Farmers' Clubs, and Chambers of Agriculture—their Meetings, Exhibitions, and Discussions-are Reported fully, a with promptitude. EVERY DEPARTMENT OF THE ESTATE OR FARM receives attention—Land Agency, Estate Equipment, Forestry Farm Buildings, Roads, Fences, Cottages—Live Stock, Plants, and Implements of the Farm-Drainage, Tillage, and Manuring of the Soil, The VETERINARY DEPARTMENT of the Paper is under Professional Editorship. Departments relating to the POULTRY YARD, the APIARY, and the GARDEN OF THE FARM are also under separate Professional Direction. REVIEWS are published of all Books claiming a place in the Library of the Farmer. REPORTS of Noteworthy Estates, Farms, Herds, Flocks, and Factories, are given from week to week. Teachers and Students of the several Sciences in which the Agriculturist is ijiterested-BOTANY, CHEMISTRY, PHYSIOLOGY, ENTOMOLOGY, NATURAL HISTORY—are constant contributors. EsDecial attention is given to AGRICULTURAL IMPLEMENT MANUFACTURE. Improvements in Machines are reported New Inventions made known—Patents discussed—and the Implement Factories of the country described—En- gravings, always necessary in such cases for intelligible descriptions, are given without stmt. Not only Implements, but Plants, Weeds, varieties of Cultivated Crops, &c.; and Animals-breeds of Horses, Cattle, Sheep, and Pigs; also Poultry, Insects, General Natural History and Buddings-Farmhouses Homesteads, Cottages Photographs illustrative of Country Life and Occupations, whether at home or abroad :-all these provide subjects for the Engraver. PORTRAITS and MEMOIRS of Noteworthy Agriculturists are also occasionally given. 40 SUBSCRIPTIONS PAYABLE IN ADVANCE, including postage to any part of the United Kingdom-.i2 Months 19s 6d. 6 Months, 9s. 9d. 3 Months, 5s. Foreign Subscription, including postage, 21 Is. 8d. for 12 months. P.O.O. to be made payable at the King Street Post Office, W.C., to A. K. BRUCE. Publishing Oiffce aitd Oiffce for Ad,vcrlisements- 7, CATHERINE STREET, STRAND, LONDON, W.C. -L- VISITORS TO LONDON. MR. EDWARD JENKINS to inform visitors and others coming to j that he has opened I ATE BOARDING HOUSE w ALIA HOUSE, I WOBURN PLACE, TAVISTOCK SQUARE, -comfort,g, with exceptionally onable tariff. thin two minutes' walk I lutes' by the Under- m Paddington. •ef. I 1- ffi. & J. JONES, OSWESTRY, JOUSE DECORATORS CARVERS, GILDERS, &c. ESTIMATES FREE. I BUSINESS ADDRESSES. POTATOES. POTATOES. POTATOES. JUST ARRIVED A SPLENDID CARGO, PER THE S.S. "WELSH GIRL," Consisting of FINEST FRENCH WHITE AND THE CELEBRATED BLACKWOOD BLUES. AND ALSO PRIME PARCEL OF ONIONS. WHICH ARE IN AN EXCELLENT CONDITION. SUCH QUALITY HAS NOT BEEN IMPORTED HERE THESE MANY YEARS. Farmer's would do well to Secure what they require for the coming Sowing Season while they are Offered at such Low Prices. Apply to EVANS BROTHERS, IMPORTERS AND GENERAL SALESMEN, 9, MARKET STREET, ABERYSTWYTH. TERMS ;-STRICTL Y CASH. HE BEST BOOTS FOR MONEY ARE MORTON Ladies' — BROTHERS'. MORTON 3s. 9d. BROTHERS'. MORTON 4s. 6d. BROTHERS'. MORTON 5s. Od. BROTHERS. MORTON 5s. 6d. BROTHERS'. MORTON 6s. 6d. BROTHERS'. MORTON 7s. 6d. BROTHERS'. MORTON 8s. 6d. BROTHERS'. MORTON 9s. 6d. BROTHERS'. MORTON 10s. 6d. BROTHERS'. MORTON Gentlemen's BROTHERS'. MORTON 7s. 9d. BROTHERS'. MORTON 8s. 6d. BROTHERS'. MORTON 10s. 6d. BROTHERS'. MORTON 12s. 6d. BROTHERS'. BOYS' AND GIRLS' BOOTS OF EVERY DE SCRIPTION AT PRICES NOT SURPASSED. NOTE THE ADDRESS- 39, GREAT DARKGATE-STREET, (Oppositethe Lion Hotel,) ABERYSTWYTH. BILL HEADS, INVOICE FORMS, RECEIPT NOTES FACSIMILE AND WRITTEN CIRCULARS, LETTER AND NOTE HEADINGS, BANK CHEQUES, STOCK AND SHARE CERTIFICATES PATTERN BOOKS AND SHEETS, ADDRESS CARDS, TRADE CARDS, PRICES CURRENT MINUTES OF DIRECTORS MEETING, LAW WRITING, EXECUTED OX THE SHORTEST NOTICE AND ON THE MOST REASONABLE TERMS, BY ASKEW ROBERTS, WOODALL & VENABLES LITHOGRAPHIC AND LETTERPRESS STEAM PRINTERS, COLOUR STAMPERS AND PRINTERS, ENGRAVERS AND DIE SINKERS, BOOKSELLERS, STATIONERS AND ACCOUNT BOOK MANUFACTURERS, CAXTON STEAM PRINTING WORKS, AND BAILEY HEAD, OSWESTRY. ESTIMATES JN APPLICATION CIGARSDEJOY One of these Cigarettes gives IMMEDIATE RELIEF in the worst attack of ASTHMA HAY FEVER, COUGH, and SHORTNESS OF BREATH, and their daily use effects a COMPLETE CURE. The contraction of the air tubes which causes tightness of Chest and difficulty of breathing, is at once diminished by inhaling the medicated smoke of the Cigarette, a free expectoration ensues, and the breathing organs resume their natural action. Persons who suffer at night with COUGHING, PHLEGM, and SHORT BREATH, find them invaluable as they instantly check the spasm, promote sleep, and allow the patient to pass a good night. Recommended by the medical profession for many years. Price 2/6 per box of 35, and may be obtained of all CHEMISTS and STORES in the UNITED KINGDOM, or post free from WILCOX & Co., 336, OXFORD STREET, LONDON, on receipt of Stamps or P.O.O. NONE (GENUINE UNLESS SIGNED ON BOX, E. W WILCOX. JAMES PARRY, COACH BUILDER, 71, Foregate-street, CHESTER, JNVITES an inspection of his large Stock of New JL and Second-hand CARRIAGES. A great number of useful vehicles, suited for Posting or Hotel business. I Wheels, axles, and other Materials. I Never Use WEBSTER'S WRITING INKS AND LIQUID GUMS. "MOP,RISON'S" OLD MAKE. BLUE-BLACK WRITING FLUID, the best made. BLACK, RED, BLUE and other INKS. ASKEW ROBERTS, WOODALL & VENABLES, OSWESTRY, and all Respectable Stationers. Unless you Want1 the Best. BOOKBINDING OF EVERY DESCRIPTION AT EDWARD EDWARDS, Great Darkgate-street, ABERYSTWYTH. Back Numbers of Serial Works Obtained. MR. EDWARDS, SURGEON DENTIST, FOURCROSSES, FESTINIOG, VISITS Portmadoc (J. Jones, Temperance, opposite" V Market Hall) every Friday Pwllheli thumphreys, chemist) every Wednesday; Criecieth (Bowen chemist), alternate Fridays Dolgelley (Davies, Eldon House) first and third Saturday in each month. A RIDE TO KHIVA BY CAPTAIN FRED BURNABY, Royal Horse Guards. Page 13 says :—" Two pairs of boots lined with fur were also taken; and for physic-with which it is as well to be supplied when travelling in out-of-the-way places-some quinine and Cockle's pills, the latter a most invaluable medicine, and one which I have used on the natives of Central Africa with the greatest possible success. In fact, the marvellous effects produced upon the mind and body of an Arab Sheik, who was impervious to all native medicines, when I administered to him five COCKLE'S PILLS will never fade from my memory and a friend of mine, who passed through the same district many months after- yards, informed me that my fame as a medicine man aad not died out, but that the marvellous cure was even then a theme of conversation in the bazaar." SEE BURNABY'S RIDE TO KHIVA. page 13. A GOOD FAMILY MEDICINE CHEST, with a prudent use *has saved many a life; and yet we think the idea may be improved upon, and reduced to a more simple form. Take some good compound, such as COCKLE'S ANTIBILIOUS PILLS and we find that the desired end may be obtained with- out scales and weights, or little mysterious compartments or enchanted bottles, with crystal stoppers. Others might be used, but COCKLE'S PILLS, 13 tested by many thousands of persons, and found to answer their purpose so well, may be set down as the best. -Observer. Cockle's Antibilious Pills, In use the last eighty years for INDIGESTION. In boxes at Is. lid., 2s. 9d., 4s. 6d., and lis. Cockle's Antibilious Pills, In use the last eighty years for BILIOUS AFFECTIONS. In boxes at Is. lid., 2s. 9d., 4s. 6d., and lis. Cockle's Antibilious Pills, In use the last eighty years for LIVER COMPLAINTS. In boxes at Is. lid., 2s. 9d., 4s. 6d., and 11s. Cockle's Antibilious Pills, In use amongst all classes of society EIGHTY YEARS, May be had throughout the United Kingdom, In boxes at Is. lid., 2s. 9d., 4s. 6d., and Us. 1 JONES & LANGLEY Carriage Builders, OSWALD ROAD, OSWESTRY. EXTENSIVE WORKSHOPS AND SHOW-ROOMS. A LARGE STOCK OF MODERN AND DURABLE 2 & 4 WHEEL CARRIAGES. REPAIRS WELL AND PROMPTLY EXECUTED. JOHN BAKER, Rhydypen&u Farm, Bow Street. R.S.O., Cardi- ganshire, PRACTICAL LICENSED VALUER of all kinds -L of Live and Dead Farming Stock, all sorts of Agri- cultural Produce and Implements, permanent Farm Im- provements, and Dilapidations, etc., would oe pleased to attend to the commands of gentlemen who are taking or letting farms and require an experienced Valuer's ser- vices. UNION BANK OF AUSTRALIA. Established 1837. Paid-up Capital, £ 1,487,500. Reserve Fund, £ 800,000. Letters of Credit and Bills on Demand or at Thirty Days' Sight, are granted on the Bank's Branches through- out Australia and New Zealand. BILLS 0!If THE COLONIES are negotiated and sent for collection. DEPOSITS are received, for fixed periods, on terms which may be ascertained on application. W. R. MEWBURN, Manager. 1, Bank Buildings, Loth bury, London, E.C. SUN FIRE OFFICE, LONDON ESTABLISHED 1710. HENRyF. SHAW LEFEVRE, Esq., Chairman and Treasurer. FRANCIS B. RELTON, Esq., Secretary. Total Sum insured in 1878. £ 258,772,986. Claims paid during the last ten years upwards of Two MILLIONS STERLING. All information respecting Fire Insurances may be ob- tained from any of the undermentioned Agents of the Society. Agents:— ABERYSTWYTH Messrs Hugh Hughes and Son. ABERAERON Mr H. W. Howell. ABERDOVEY Mr Richard D?.vies. BRYNTIRION, BALA Mr Jorwerth Jones CARDIGAN Mr R. R. Storey. DOLGELLEY Mr-Thomas P. Jones-Parry. LLANDYSSIL Mr John D. Thomas JNEW QUAY Mr John Owen Davies TALSARN. Mr Jenkin James' NOW READY. FREEMASONS'KALENDAR, FOR NORTH WALES AND SHROPSHIRE. Containing:— Kalendar and Engagements for 1880. Grand Lodge of England. Provincial Grand Lodge of North Wales and Shropshire. List of Craft Lodges, Lodges, Officers, &c. Lodges of Instruction. Supreme Grand Chapter of Royal Arch Masons. Chapters, Officers, &c. Names and addresses of Brethren. Members of Lodges in the Province. Institutions for Boys, for Girls, and for aged Masons and Widows. The North Wales and Shropshire Charitable Association. Masonic Events, &c. PRICE, ONE SHILLING. By Post Is. ld. WOODALL AND VENABLES, OSWESTRY. THE CAMBRIAN NEWS CAN BE SECURED FOR ONE YEAR ON THE FOLLOWING TERMS :— Delivered in Aberystwyth, Aberaeron, Cardigan, Lampeter, Tregaron, Aberdovey, Bala, Corwen, Criccieth, Dolgelley, Festiniog, Harlech, Towyn, Machynlleth, Llanidloes, Newtown, Portmadoc, Pwllheli, Carnarvon, Holywell, Wrexham, and any place where there is a local agent (see list on another page) for 6s. 6d. IN ADVANCE. Sent by Post to any address, or by Rail to any station on the Cambrian, Manchester and Milford, or Great Western Railway, for 8s. 8d. IN ADVANCE. The Cambrian Neios reports the news of a wide district in North and South Wales, com- ments on it in a fearless spirit, and also contains a Celumn of Local Notes and Queries, a weekly Letter by Perry Winkle, Letters, General News, &c., &c. The Cambrian News is also sold by Agents in various parts of London and Liverpool, in Man- chester, Birmingham, Chester, and other English towns. PUBLISHED AT ABERYSTWYTH (Cardiganshire), by J. GIBSON, 12, Chalybeate-Terrace. BALA (Merionethshire), at JACOB JONES'S. PORTMADOC (Carnarvonshire), at D. LLOYD'S. NOTICE is hereby given that the Annual Genera* Meetings of the Portmadoc Mutual Ship Insurance and of the North Wales Ship Protection Insurance So- cieties will be held at the Newsroom, Portmadoc, on Monday, the 26th instant, at one o'clock p.m., when all members are particularly requested to attend. ROBERT WILLIAMS, ) Secret„rieq EDWARD JONES, f hecretanes-
THE ABERYSTWYTH AND ABERAERON…
THE ABERYSTWYTH AND ABERAERON RAILWAY. TOWARDS the latter end of last year there was every likelihood of a railway being speedily made from Aberystwyth to Aberaeron. The line, it was said, would cost about £ 80,000, and of this sum Mr. DAVID DAVIES, M.P.. undertook to subscribe R15,000, if the other zCl5,000 was subscribed within a given time. Committees were at once formed, meetings were held, the project was taken up with enthusiasm, and in a short period the whole £ 30,000 was promised. Just when success seemed to have been rendered certain, it was rumoured that the capital required to make the line had been fixed very much too low, a mistake for which nobody seems to be responsible. Something was then said about a fresh route along the sea shore, but the nature of the ground, it was discovered, offers formidable difficulties in the way of a cheap line in that direction. Since then the project seems to have dropped almost entirely out of public notice. Delay is a misfortune not by any *meons void of danger to the scheme. That a town like Aber- aeron should be cut off from railway communica- tion is a drawback so great that if it were once fully realized, the required capital, even if it reached R60,000, would be subscribed. Aberaeron is a town situated in a good agricultural district, and only wants an outlet by rail to give an impetus to trade, which is impossible under present conditions. Not only would Aberaeron be benefited by a railway, but every acre of land on the route would be made more valuable. The landowners have given every assistance towards facilitating the making of the line, and rather than allow the project to be delayed it would certainly be worth their while to subscribe larger amounts than they have at present promised. As to the route there can be little doubt that the cheapest way will be to use the Manchester and Milford for some distance and then run through Lledrod as at first proposed. Tunnels are expensive work, and would perhaps cost more than the first estimate for the whole line, and after all there are no advantages to be obtained by running along the coast, except cheapness. The present means of communication between the town and district of Aberaeron and Aberystwyth are as unsatisfactory as they can be. A van of antiquated make runs between the two places with passengers, and carts ply with goods, but it is oBvious that in these days the inhabitants of Aberaeron and the district must labour under great disadvantages, which only a railway can remove. Aberaeron, in summer, is now a holiday resort for visitors, who, however, would go in D greater numbers if it were not for the difficulties of getting there. It speaks well for the attractive- ness of the place, that notwithstanding the absence of railway communication, it is well patronized by visitors during the season. Whether a railway is looked at from the social convenience point of view, or is treated as a necessary condition of successful trade and manufacture, or as a means of developing the town as a watering place, the conclusion is always the same, namely, that the inhabitants cannot afford to allow this opportunity to pass without a greater effort to seize it than has yet been made.
. NEWSPAPERS AND ADVERTISING.
NEWSPAPERS AND ADVERTISING. ALTHOUGH the advantages of advertising are now generally admitted, even by those who do not advertise, it may not be amiss to enquire, first, what those advantages are, and second, why the people who profess to believe in them do not make more use of them. There is a section of the people that boldly asserts its disbelief in I. advertising, and their position also deserves a word or two, ar.d shall be noticed fint. The professed disbelievers in advertisements do not object to well-dressed windows, and seldom neglect to put up signs. They are anxious also that customers should recommend them to their friends, and they not seldom prepare a cup of tea in the back premises on market days for country buyers. Well-dressed windows, signs, friendly recommendations, and cups of tea or glasses of wine, are all advertisements and some of them very expensive ones too. The professed dis- believer in advertising really, it appears, only means that he does not believe in advertising in newspapers, especiallv when he has to pay for the announcements. He is generally most anxious to obtain a gratuitous advertisement in the paper, and is very careful his name should appear with his full business address after he knows there will be no charge for the insertion. It is clear that every man of business must believe in making known the fact that he is willing to do business. Some trust to their family circle for the necessary degree of publicity, and in very small towns and sparsely populated districts, a tradesman who can send out his sisters and his cousins and his aunts to plead his cause may perhaps afford to dispense with paid advertisements.. The process is a somewhat humiliating one, but right-minded relations will do almost anything to help on one of their number who is just starting in business. The females of family who will undertake the disagree- able work of canvassing, and will keep it up, are the best possible advertisements and may be worth £100, or even £200 a year if their circle of ac- quaintances is large, and they are very assiduous. The tradesman who is aided by private canvassers is not a maa who does without advertising, but who is able to command the most. expensive form of it. The chief object of an advertisement whether it takes the form of a relation, or a cup of tea, or is merely an arrangement of words in a newspaper, is to keep the advertiser's name before his probable customers as prominently as possi- ble. In a small village the necessity for a public announcement is not supposed to exist, and if the only object of advertising was to keep the name of the tradesman before the public, there would be no necessity. But in villages the tradesman has the difficult task to perform of convincing possible customers that they can be as well and cheaply served at his shop as in the neighbouring town, or at the more distant city. The tradesman takes a shop in a promin- ent street, and his rent, as far as he pays for position, is paid for an advertisement. He wants to secure a stand in a prominent place—that is, where most people will see him with the least ex- ertion. In choosing a place of business his object is publicity. Whatever he does in the way of advertising is done with a view of extending that publicity. Whether he adopts visiting re- lations, cups of tea, the bellman, handbills, cir- culars, and posting bills, or newspapers, will depend on his circumstances and training. It is rarely that any man of business can combine them all. The visiting relation is by far the most efficient, if thoroughly up to the work, but the newspaper is the cheapest and most certain form of advertisement. One of the greatest difficulties about advertising is distribution. A tradesman, for instance, has no difficulty in printing a hun- dred thousand hand bills, but his ingenuity is severely taxed how to get them distributed. He may get the bills printed, say for £15, but it will cost him £15 more to distribute them, and after all he will not know whether they were dis- tributed or not. An average local will print and distribute a hundred thousand announce- ments for something less than a seventh of 15. The newspaper has, in fact, held its own as a medium for advertising, because it gets over that enormous difficulty of distribution, and gets over it in the most complete and satisfactory form, namely by compelling the people to buy the sheet containing the tradesman's announcements. The price paid for a newspaper is ridiculously out of proportion to its cost, and the reader is indebted to the advertisers for the cheapness. The bare paper costs as a rule more than the purchaser gives for it, and in addition there is a sum of £20 or JE80 per week spent in producing the paper the reader obtains for a penny or three-halfpence. The daily and weekly marvel of good newspapers has become so common that the marvel is often lost sight of. When the tradesman pays for his advertisement, he is really paying money, not to go into the pocket of the newspaper proprietor, but to enable him to sell an article for three half- pence which has cost £30, and could not, without him, be sold under, at least, sixpence. The advantages of advertising are not far to seek, but the reasons why those who profess to believe in them do not make more use of them are less obvious. The professional advertiser fixes the annual sum he will spend, and pays the money like rent, or rates, or taxes. The amateur is induced to advertise, and when the bill comes in is shocked at the amount, and discontinues the advertisement. The professional knows that he must advertise, and does not expect, or look for particular results. The amateur has no faith in the system and is inclined to think his money has been thrown away unless customers come with his advertisement in their hand and say they would never have entered his shop unless they had seen his name in the papers. The pro- fessional trusts to general effects, the amateur looks for particular results. Year by year, however, the newspaper becomes more and mor- the recognized means of communication between all classes of the community, and it is steadily becoming more clearly recognized, even in rurai districts, that no announcement has been made public until it hag. appeared in the local news- paper. The art of advertising is not an easy one, but must be carefully studied by him who wishes to become proficient. The desire for a cheap advertisement sometimes leads to ludicrous results, and, in conclusion, a local instance of this sort of absurdity may be given. The Aber- ystwyth Savings Bank, like other banks of the same kind, has to publish Its accounts every year. On one occasion those accounts were published in these columns, and of course the usual charge was made. The following year we were told that unless we were prepared to accept a certain fee, we could not have the advertisement again. It is scarcely necessary to say that we made no reduction, and consequently the advertisement was sent to a distant paper An Aberystwyth draper or grocer who advertised in that paper, at however small a cost, would scarcely expect to be greatly benefited. The Aberystwyth SaviEgs Bank managers are frugal minded men. The desire for a cheap advertisement often leads tradesmen tn mako the mistake made by the Aberystwyth Savings Bank managers. There is a certain class of advertisements which this paper does not take, namely, filthy and gambling advertisements, just as there are certain reports that are not admitted. A good family paper should be clean throughout, even at the sacrifice of revenue. Sooner or later, clean newspapers obtain the confidence of the public.
LAMPETER.
LAMPETER. MRs. HARFORD laid the foundation stone of a new Town Hall at Lampeter on Tuesday last. The new building is to be erected on the site of the old one, and the only fault seems to be the common one of not making ample provision for growth. After a long period of apathy Lampeter began to show signs of renewed life some five or six years ago. Every year since then some fresh step has been taken which has tended to increase the size and prosperity of the town. The Markets Com- mittee have struggled manfully through good and ill report to establish weekly markets worthy of the nam The success that has attended their efforts may not to outsiders appear to be great, but far more has been ac- complished than even the Committee itself is aware of The labours of the Committee are still bearing fruit, andl will continue to bear fruit for many years to come. Landowners and farmers have not hitherto done all that, they might have done to assist the Committee, but it is not yet too late. The markets have steadily improved, notwithstanding the unparalleled stagnation of trade in the South. There is now, happily, a brighter prospect in the South Wales coal and iron districts than for several years past. If the Markets Committee can attract buyers and can also secure the co- operation of farmers and landowners, the chances of establishing the markets are better than at any time since the,present movement commenced. The Committee must not falter, but must begin again, and goTn over the old ground, as if they had done nothing before Mrs HARFORD is deeply interested in the welfare of the town. and her sympathies must be enlisted on behalf of making Lampeter the best market town in Cardiganshire. Dealers and farmers must also have good accommodation and the Committee, assisted by the Local Board and by Mrs. HARFORD, cau provide ail that is needed in that re- spect, if they will work together for the common good. The College is rapidly becoming more successful under the new PRINCIPAL new houses are springing up in every di- rection, and if a new street or two can be laid out on the Vicarage property, still more will be built. A new Town Hall is in course of erection, and a new market place is also being provided. As the town grows the ratable valuable increases, and every penny rate produces, a larger sum to be spent in improving the town. The great misfortune in small towns like Lampeter is that Local Boards instead of at once dealing with a subject, and getting rid of it, put it off, and the result is that much valuable time is wasted. Lampeter is far in advance however, of towns like Machynlleth, where the only public body is the Board of Guardians. Lampeter owes a good, deal more to its excellent situation than has yet been rea- lized by the men who ought to develop its resources.
.. LOCAL AND DISTRICT NOTES.
LOCAL AND DISTRICT NOTES. At the last meeting of the. Aberystwyth Rural Sanitary Authority one of the members very truly remarked that the Bmud. could not be be expected to drain Corsfochno. The owners ought to be compelled to drain it, though. The time will come when owners of large tracts of the best land in the country will not be allowed to leave it in a state of barrenness. It seems that scarlet fever has been fatal at Borth, Cardiganshire. The CHAIR.MAX of the Aberystwyth Rural Sanitary Authority said at the last meet- ing of the Board that everything in a room occu- pied by persons suffering from an infectious disease should be burnt, but it was hard to get people to adopt such effective means of stamping out disease. If the people whose property was destroyed for other people's safety were recompensed for their loss the diffi- culty would not be great. As a rule it is the hovels in which the people live that are most in need of burning. Taliesin, near Aberystwyth, has been reported upon by the Inspector of Nuisances. There has recently been a good deal of typhoid fever in the village, and some of the members think it has been imported. From the Inspector's report Taliesin is a delightful spot, where beauty and old age prevail, one old woman having reached a hundred and three years. It is not surprising that the inhabitants. who are strong enough to pass through childhood and youth should live a long life. The wonder is that, having passed such an ordeal, anything at all should kill tnem. It seems that the roofs of many of the houses are waterproof except when "it rains, and the wind blows from a certain quarter." Who are the owners of the cottage property in Taliesin ? Gradually lamps are being placed further out on the Llanbadarn and Penparke-roads, near Aberystwyth. Perhaps footpaths will follow. There was a conversation at the last meeting of the Aberystwyth Town Council about encroachment's. The members, however, had so much to say about alleged en- croachments, in which they were personally interested, that the encroachment in North Parade was altogether lost signt of. In future encroachments are to be pulled down. The ratepayers would have had more faith if yet uncompleted encroachments were not allowed to be con- tinued. Since the Committee of the Aberystwyth Free Library obtained the new books, the circulation has more than doubled. The figures are given in another column. The rich, who possess large libraries, :1ml;who can;purchase any book they Want, can scarcely comprehend the value of books to those who are less affluent. A few generous subscriptions from the well-to-do people of the town and neighbourhood would confer a lasting benefit on the town. •to The Shipwrecked Mariner for -January, a quarterly magazine published by that useful and unostentatious society which assists shipwrecked mariners and their families in all sorts of distress, contains the names of several crews recently assisted when wrecked. The absence of the begging "shipwrecked sailor" from the streets is one of the negative good results of this society. It is to be feared that most directly benefited by these societies are not active in promoting their success. The Mayor, Mr. PETER JONES, moved, at the last meeting of the Aberystwyth Town Council, that trees should be planted at both sides of Plascrug. This is an important step towards providing visitors a little of that shelter which is so much needed at watering places on the Coast. The inhabitants of the town are scarcely aware how wide a piece of ground Plascrug is, and what a splendid avenue can be formed if care is taken to choose suitable trees, and if they are carefully put down. If owners of property in the neighbourhood would plant trees here and there they would add greatly to the beauty of the landscape, and would thereby increase the prosperity of the town. The improvement of Plascrug is a work that every inhabitant will be glad to see carried out. The raised footpath made at the expense of the late Colonel POWELL many years ago, has every year enabled thousands of visitors and others to enjoy a pleasant walk. The Flats have now assumed a park-like appearance, and some day, perhaps, when the teapot" is removed and the old engine house is got rid of, a pleasant drive may be made into the Llanbadarn road. It costs very little more to make a town pleasant to look at than to keep it u<dy If every householder would do his best in small things to assist the Corporation by co-operating with them, Aberystwyth would quickly become one of the cleanest and handsomest towns in -the kingdom. It is now in advance of many far more pretentious places. Professor LIAs, of St. David's College, Lampeter, has resigned. Machynlleth Rural Sanitary Authority once appointed a Parochial Committee, that was going to put the town in lirst-class condition without delay. The town was not much improved by the labours of the Committee, and the water supply is still not improved. The Local Govern ment Board have now called the attention of the Sanitary Authority to the water supply, which most of the mem- bers think is very satisfactory. As usual, it was asserted that fever cases are imported to the town, and that the water is equal to the wants of the inhabitants.
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Her Majesty the Queen has signified her intention of opening Parliament in person. At a mestinsr of the Liverpool Town Council on Wed- nesday, Jan. 21, the Verniew Water Scheme was sub- mitted for the necessary second confirmation, as required by the Act of Parliament. A strenuous opposition was offered to the scheme on the srround of its cost, but it was again approved by 39 votes to 8. It is announced that the Premier is suffering from a mild attack of bronchitis, which will confine him to his room for some days. Lord John Manners is said to be suffering from serious indisposition. The Marquis of Ripon and Mr, Grant Duff, M.P., ad- dressed a great Liberal meeting, held at Wakefield on Tuesday night, in snpporfc of the Liberal candidates for the South-West Riding of Yorkshire. Sir William Harcourt, Mr. Bright, and Mr. Chamber- lain. were amonsst the speakers at a-banquet held at Birmingham on Tuesday night to celebrate the opening of the Birmingham Liberal Club. In the course of his speech Sir William Harcourt referred to the "Noodle's Oration" of Sydney Smith, and suggested the composition of "The Jingoes' Leading Article." under the following heads:—"The Government are wise," "The Opposition are factious," Why do you condemn?" II What do you propose? "Don't predict," "Foreign policy continues," "Don't point out errors," "Don't expose fallacies," Don't laugh," "Humiliation of the country," "What is the use of talking about the past?" Think of Russia," Beware of the Kaiserbund," Government not so black as it is painted," "Foreign newspapers applaud us," "Hurrah for the national policy," "Down with unpatriotic citizens," and then I think I would conclude in the very words of the illustrious noodle himflelf-" I say such attacks are pregnant with mischief to Government itself. Abuse Ministers, you abuse Government; bring Ministers into contempt, and anarchy and civil war is the conse- quence." You know (added Sir William) the style, and if you want the original article you know where to go for it. It is rather significant that The Times, which usually gives the greatest prominence to its criticisms upon Sir Wm. Harcourt's speeches, is silent about this one.
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ABERYSTWYTH MARKET.— Wheat made 7s. 6d. to 8s. Od. 65 lbs. barley, 3s. 9d. to 4s. 6d.; oats, 3s. Orl. to 3s 6d eg_'s, 00 to li for a shilling; salt butter, Is. 2d 'to Is. 3d.$tb.; fresh ditto, 0s. Od. to is. 4d.$tb.; fowls, 3s. 6(lcer> f>s. od.$couple; ducks, 4s. Od. to 5s. Od.; g<jpsa, 4s. Od. s 0d.; turkevs, 0s. Od. Os. Od. each; potatoes. Os. Od. tc 33 cwt. r