The native American. [volume] (Washington City [i.e. Washington, D.C.]) 1837-1840, 1839-06-01
THE ADVANTAGE OF ADVERTISING.

THE ADVANTAGE OF ADVERTISING.
If the Art of Printing had never been invented,
and some schemer should now for the first time
give out that he had discovered method by
(which a manufacturer or mechanic could disse-
inmate to almost every body within circuit of
twenty or thirty miles knowledge OF the char
acter, variety, extent and prices OF his wares or
products, there would be an universal rush OF the
whole business world to secure, every man for
himself, the advantage of this benehcent dlscove-
nv. Few would be satisfied to forego its advan-
tages; few would deem the expenditure of twenty
or thirty dollars any obstacle to their improve
ment of the new facility to trade and industry thus
created The inventor would be wisely regarded
as public benefactor.
The blessings that are most familiar and abun-
dainty bestowed are but half appreciated by man
kind. Every one knows abstractly the necessl-
ty and inestimable value of air. water, light, &C.,
yet, if it were so ordered that there would be no
light next year but for those who subscribed and
agreed to pay for it in advance, there can be no
doubt that thousands would let slip the opportu-
nifty of subscribing without improving it. So 1t
is in other matters, especially i'll regard to ddUer-
Using Every man Of intelligence perceives the
great advantages offered 10 the trade of city or
village by the publication Of Journal through
which merchant, for the trifing cost of two or
three dollars, can mpart to the entire vicinity a
knowledge Of the fact that he has received a new
assortment Of goods, or new article in general
Ireuuest-a mechanic can announce his establish
ment IN business and explain the manner in which
he proposes 10 carry it on--a manufacturer can
show cause why his products should be preferred,
and the rates at which he proposes to afford them,
&C. Did no such advantage exist every one
would deplore their absence; and yet where they
are afforded, they are too often to a great extent
neglected.
This should not be. 1t is injurious to the bu-
siness Of town to have its advantages for adver-
Using but scantily improved. In the first place,
an Indifferent person will be almost certain to trade
where he sees the goods he requires advertised,
in preference to any other He knows ne will
find them there-he is not certain of finding them
elsewhere He knows, moreover. that he mer-
chant or tradesman who advertlses is generally
more enierprising than others, more anxious to
accommodate, has a better assortment, and will
sell on more favorable terms. The TACT OF his
advertising is an invitation to strangers to come
and deal with him, with an implied promise that
they shall be well treated. This is felt to be true
by thousands who are scarce conscious why they
give the preference. vi two merchants who
stand on equal ground III otner Respects, tne one
who atvertises literally will sell much more than
his neighbor who neglects it, and the difference
will ten times pay the cost of the advertisements.
Advertising is essential TO the character which
a town bears abroad. 1t is the most obvious cr-
teron which is afforded to strangers. If the com.
parative trade of the two places is called in ques-
ton, appeal to the advertising columns of
their respective newspapers is the most ready
method of deciding the point. Few will believe,
unless on very strong testimony, that much trade
can exist at a place where but feeble efforts are
made to secure it.
We might extend these remarks to any length;
but the readers own reflections will carry out the
argument. He who is engaged in business and
yet neglects the advantages of advertising, is will
fully blind to his own interests, and wofully def
cient in public spirit.