Thus having disposed of the mechanical branch of printing, we will next resort to another matter of the greatest importance to a daily newspaper--that of advertising. The DAILY WITNESS is sold at a cent a number, a sum which hardly pays the cost of paper alone; so that out of the advertisements inserted must be met the expenses for printing, publishing, editing, etc. If an ordinary newspaper, published in a small city such as Montreal practically was twenty years ago, be examined, it will be found that nine-tenths of the advertisements, measured by the space occupied, come under one of the following categories: advertisements of liquors and tobacco, of groceries including liquors and tobacco, or of places selling liquors; advertisements of theatres and other questionable amusements; advertisements of questionable medicines; advertisements of questionable reading matter; advertisements of other quackeries. To avoid all such was the firm determination of the WITNESS from the beginning, so that it had, as it were, to create its own advertising business. Another custom against which it set its face was that of using large and varied type in advertisements, seeing that when all do this they neutralize each other in point of prominence, and get much less value out of their space,--besides making a very ugly and vulgar looking paper. It was held that among advertisements printed in uniform type, a small number printed prominently would be worth a great deal to those who chose to pay for them, and more in proportion to the fewness of them. This end was gained by charging double to all who thought the prominence worth the price. Instead of putting difficulties in the way of making changes in advertisements, the WITNESS does its best to get the advertisers to put in new advertisements every day, believing that were this to become universal the advertising columns would be as much studied as the reading columns. Here are one or two points not understood by all advertisers: one, that it is of no advantage to draw attention to commodities that are not worth the money they are sold for. If purchasers are disappointed, the more attention drawn to the goods the worse for the business,--those swindling concerns that live on first transactions always excepted. Another thing is that it is better to have an advertisement where it will be looked for by those wanting the article than to have to draw the attention of everybody to it. To get people into the habit of looking into certain quarters for certain things should be the primary object of all advertisers and advertising mediums. Some Montreal men are proving adepts in the art of advertising and making it very profitable, while, on the other hand, there is no way of throwing away money faster than by unwise advertising.