The business of newspaper advertising has been in a process of evolution from the beginning until now, and this process is still continuing. At the commencement only a few of the simplest and shortest advertisements were published—such as wants, rewards for runaway slaves, of ships sailing, and the like. The prices paid for these insertions were merely nominal. Make a bold and impetuous jump from the eight by ten colonial sheet with its little insignificant attempts at advertising to the remarkable New York Herald that charged and received for a column advertisement on its fifth page $109,500 for one year. The Herald has published in its Sunday edition as many as five thousand advertisements in one issue,—and what the Herald did ten years ago other great journals are far exceeding to-day. Not infrequently a single advertiser has been known to make contracts for over half a million dollars in advertising in a year. The career of the World of New York, Public Ledger of Philadelphia, Chicago Tribune, and Chicago News is astounding. Said Mr. Drexell, the great banker, who held an interest in the Public Ledger: "I thought I knew what it was to make money in banking, but that business is insignificant indeed as compared to the Public Ledger business." George W. Childs, its principal owner, has, it is said, given away for benevolent purposes, many large fortunes, the result of the proceeds he received from the Ledger newspaper alone.