The Yazoo Democrat. (Yazoo City, Miss.) 1844-18??, 1850-08-22
From the Philadelphia Inquirer.
The Philosophy Of Advertising.
THE PRESS AND THE PuRTIc

Business men are only beginning to ap-
preciate the advantages OF advertising. The
press is so universally read in this country.
that affords facilities Tor trade, commerce
and every DAY transactions oflhe most i,npor-
tant character. In Philadelphia It would be-
dlficu, to discover an individual who does
not regularly read daily newspaper The
merchant in his counting room, the cler,v-
man III his study, the sLore-keeper, the man
diac turer, the NATION aid the maid, all PEE
ruse one OF more public journals, and thus
| inIorm themselves of The progress ofthe e,
vests Of The day. Business men, we repeat,
having discovered this, finding the press so
widely disseminated aud SO universally
so1gh. alter, now esort to il much more
than formerly as a means Of communicating
with ihe multitude, and announcing the vari.
Gus hinds Of merchandise they have for sale.
Ii is poss bic for an old established house to
get along Tor only year quietly and comfort
ably, without even sig, a card or an ad.
verlisemenl. Tue customers of many years
! landing will find their way to the counting
OOm and make thSic purchases. GraduaIs
! ly, however, even these will drop off one by
one, tempted by the enterprise of some more
active house, or surprised inte a purchase
elsewhere by newspaper card or advertise.
ment. And thus, as the old generation pas
ses away, the house, however well establish.
ed, will fnd Itself sinking gradually into de-
cay, its old patrons disappearing from various
causes and no new 0nes attracted 10 its doors.
| Bot 10 those who des 70 to make or increase
business, The silent, sleepy and stand-sti poll
ny viii not answer. Il is not sup. to the
Zines, not in conformity with the spirit Of
tie age. Our attention has been called to
this subj ,ct just now by the perusaI of capi-
tai essay OH advertising, fOm the pen of an
able co;empOrary-iioIace Greedy. 1t ob-
: tanned the premium of gold cup, as offered
by The proprietor Of ''Palmer's Register Of
this city. The judges were Messrs. Ora
ham, Swain aud Dart, and the following pas
a sage eRIbOdies much round sense within mar
e row limits:
"The merchant, heretofore, who aims to
succeed in business must aim at these two
0 pOinls-frs., TO be sure that he can satisfy
wide demand for the articles he deals in, on
e the lowest practicable terms; secondly. that
= every body within the proper scope Of his
It busiBss is made aware ofhis ability and con-
D ident of his disposition 10 de so. These
points attained, he has only TO do his busi-
ness properly, as it comes in upon him, and
. his fortune is made.
e ITO the merchant or dealer who is sure Of
d his ability TO fl! orders on the most favorable
J. terms, the attainment Of an adequate publici-
= ~ is the matter Of primary concern. If his
. circle Oftrads is properly the county in which
= he lives. then he should take efiectual meas
r ures 10 lei every family in that county know
. what he sells, and on wha! conditions. It's
! idle 10 speak of the cost as an impediment-
r he might as well Object 10 the cost of shelter
:. ing his goods from bad weather, protecting
II them from thieves, or dealing them out 10
! customers. All the other cost OF his bust.
J. ness is incurred without adequate motive or
return so long as this essential element Ofhis
Il business is crmped. This location and his
II stock only entide him to expect the custom
e of his own township or neighborhood, then
; he should incur ihG expense Of fully inform.
a ne that locality. ust so with the wholesale
/. merchant who aspIres to a custom co-exton-
=. Sive with ais Sac, bis section, or the whole
p Union. Ii he is p.epared 10 satisfy so wide a
!" demand on favorable terms, the expense Of
!. appr.sing those whom he desires fer custom.
Of ers Of the nature OF mis- business, the charac.
+ ter Of mis- stock, the range Of his prices, aRd
,e the reasons why he should be dealt with, is
| one which he cannot refuse 10 incur without
n gross incompetency and ruinOus prOdigal.y.
By thus refusing, he increases his expenses
" for rent lights and fuel, clerk hire, &C., from
i half a per cent. 10 three, five, and in some
cases ten per cent. on his aggregate sale,
;. and renders ii morally impossible that he
"A should sell at profit and at the same time
.. sell as cheaply as his more enterprising and
N capable rivals.
y La effect he confesses defeat and incapac-
/. ty, and retreats to the rear-rank Of his YOca-
n. ton.
as "Some men who know enough to adYor.
nd tise. are yet so narrow as to confne their ad
so vertisements TO journals Of their own creed
v. or party. Ifthey do not choose to trade with
rs any but men Of like faith, this is wise; bu
|. # they desire to hare the whole public lo
customers, il Is otherwise.
"'There is large class who delight TO shin,
!. in newspapers and placards &c wits or poeis
=. and announce their wares ia second-han,
= jokes or in dOggeFal 6t to SET the teeth Of
Ii dull saw on edge. lflheir objects is notOrie
oily or laugh, this is the way TO attain il; bu
4 if it be business il would be better to use "a,
as language Of business. Leave clowns Jest
= 10 the circus, aud let sober men speak as thsl
act, with diFectness and decision. The few
n est words thar win convey the adverliseTi
V IDEAS are he right ones. 2
An extraordinary surgical operation wa
=. lately performed, which was the complies