The Express.
London, England, 1853-08-30 00:00:00

GREELEY'S PRIZE ESSAY ON ADVERTISING.

To the merchant or dealer who is sure of his ability
to fill orders on the most favourable terms, the attainment
of an adequate publicity is the matter of printery concern.
If his circle of trade is properly the district in which he
lives, then he should take effectual meuures to let every
family in the district know whathe sells, and on what con-
ditions. It is idle to speak of the cost as an impediment.
He might as well object to the cost of sheltering his goods
from bed weather, protecting them from thieves, or dealing
them out to customers. All the other eon of his business
is island without adequate motive or return, so long as
the essential element of his business is neglected or 'crimped.
If his location and his stock only entitle him to ex-
pect the custom of his own township and neighbourhood,
then be should incur the expenses of fully informing that
locality. Just so with the wholesale merchant who aspires
to a custom co extensive with his state, his section, or the
whole union. If be is prepared to satisfy so wide a demand
on favourable terms, the a:peso of apprising those whom
he desires for customers of the nature of his business, the
character of his stock, the range of his prices, and the rea- '
sons why he should be dealt with, is one which he cannot
refuse to incur without gross :incompetency and ruinous
prodigally. By thus refusing, he increases his expenses
for rent, lights, fuel, clerk hire, etc., from one-half per cent.
to three, five, and in some cases ten per cent. on his aggre-
gate sales, and renders it morally impos.ible that he should
sell at a profit, and at the same time sell as cheaply as his
more enterprising and capable rivals. In effect, he coofes•
see defeat and incapacity, and retreats to the rear-rank of
his vocation.

—.-----.
Some men who know enough to advertise are yet so
narrow as to online their advertisements to journals of
their own creed or party. If they do not choose to trade
with any but men of like kith, this is wise ; but if they de-
sire to have the whole public for customers, it is otherwise.
An old business may subsist until its customers gradually
drop off by death or removal; but he who would build up a
business now, must be "like the time," and improve the
advantages; it offers. Foremost anionic these is the facility
now so cheaply afforded for general advertising. To neg-
lect it is like resolving never to travel by steam nor com-
municate by telegraph. It is to close one's eyes to the
light, and insist upon living in perpetual darkness. An in-
dividual may do this at his own east ; but a community—
a class, will never act so insanely ; and he who neglects the
advantages of advertising, not only robs himself of his fair
advantages, bat bestows the spoils on his wigs? rival.--
Preedky's Practical Treatise ors Thosissess.

NEw ROAD TO BLACKHEATIL—A new road VA
about to he formed direct from the Lewisham station of the
North Kent line of railway to Blackheath, and we under
stand that the whole of the ground has been taken for the
purpose of building thereon a superior ease of villa rani.
&mow The advantepes of the sew road both to
one sad sad horses will be the mediae* of the hill in the
direction of the Lewisham Qualm BekeeL—Kentiah
irdrom.