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. His ruin was predicted over and over again. But as he paid as he went along, he alone would be the sufferer. He was assailed in various ways. Men sneered at his writers, as well as at the method in which he made them known. He had no competition. Just then it was announced that the Harpers were to put a first-class weekly into the field. The announcement was hailed with delight by many classes. Men who had been predicting Bonner's ruin from the start were anxious to see it accomplished. He had agents in all the leading cities in the land. These held a monopoly of the 'Ledger.' The book men and newspaper men, who were left out, were quite willing to have the 'Ledger' go under. The respectability and wealth of the house, its enterprise, with the class of writers it could secure, made the new paper a dangerous rival. Mr. Bonner concluded to make the first issue serviceable to himself. His paragraph advertising was considered sensational, and smacking of the charlatan. He resolved to make it respectable. He wrote half a column in