Jeffersonian Republican. [volume] (Stroudsburg, Pa.) 1840-1853, 1850-08-15

essential characteristics, let him aspire 10 be any
thing else rather than merchant, for his own sake
and for that of others. An incompetent doctor
may live though his patients should not; poor
lawyer may damage his clients, yet packets their
fees thick headed merchant must inevitably
ruin both himself and his trusting friends The
chances that he may blunder on and dodge bank
ruptcy for years have grown less and less, until
they are very nearly extinguished.
1t is idle and mischievous 10 hope for large pro-
fits henceforth, save in exceptional instances
The general diffusion ofintelEgence and the I'M
provement of the facilities for direct exchanges be
tween producer and consumer render extensive
and regular trade on the old basis of small sales
and large profits impossible. Ifihe -four dealers
of New England, the coal dealers of New York,
the shoe dealers of Oho will not supply their Gus
toners at moderate prices, they provoke competl-
tors to suppant and destroy them; Or this failing,
they incie consumers to combine and buy at whole
sale cargo of flour, Of coal, of Shoes for them
selves. Any serious attempt to restore the ola
system of sales on long credits to consumers OF
doubtful solyency, but at such high prices as TO
compensate for the risk and delay of payment,
would only serve to mpel the consuming classes
to withdraw more and more of their custom from
traders as class, and effect more and more OF their
exchanges by agencies, and arrangements oil their
own. The practical choice the mercantile class
lies not between large and small per centages on
their sales, but between small ones and none
But small advances on cost do not.imPly small
profits On the contrary. there never was time
when larger profits was realized than may be now
Let Us suppose, for example, that New England
consumes annually 10000 tons of Western bacon
and that the quantity so consumed is annually IN
creasing Now, if any Boston merchant at home
can manage TO become the channel OF interchange
between the producers and the consumers OF halt
those Hams at an average netproht OF 2 per cent
assuming the Hams to be worth $3.50 per ton, that
merchant or house would clear $4,000 annually
on Bacon alone. So with Flour, Groceries, and
These, then are the essential basis of a prof.
table and safe trade in the future first, ability to
supply the public demand on as favorable terms
as any one else can offer secondly, universal
knowledge of the fact, and assurance that 1t may
be relied on Let Boston dealer in Flour, or
Meats, or Cloths or anything else be able to sup
ply all New England with whatever he deals in
at the lowest possible rate, and let all New Eng
land be assured Of the fact. that he and ciH do
so. and his fortune is made No matter though
his average net profit should range even below |
per cent. his annual income must exceed his ne
cessary expense by thousands of dollars.
The merchant, therefore. who aims TO succeed
in business, must aim at these two points-hrst to
be sure he can satisfy wide demand for the artl-
ces he deals in on the lowest practical terms; Sc
condly, that every body within the proper scope Of
his business is made aware of his ability and con-
6dent of his disposition to do These points
, attained, he has only TO do his business properly
as it comes in upon him, and his fortune is Sc
{ cure. @
To the merchant or dealer who is sure of his
ability to fill orders on the most favorable terms
the attainment Of adequate publicity is the matter
of primary concern If his circle of trade is prop
erly the County in which he lives, then he should
take effectual measures TO let every family in that
county know what he sells and on what condi-
TONS 1t is Idle TO speak ofthe cost as an impedi
ment-he might as well object to the cost of shell
terng his goods from bad weather. protecting
: them from thieves or dealing them out to custom
: ers All the other cost of his business is incurred
without adequate motive or return so long as the
essential element of his business is neglected ol
scrimped II his location and his stock only enti-
: tie him TO expect the custom Of his own township
) or neiehborhood then he should incur the expense
of fully informing that locality Just so with the
wholesale merchant who aspres to a custom CO.
extensive with his State his section, or the whole
Union. IL he is prepared to satisfy SO wide de-
mand on favorable terms, the expense OF apprIslng
= those whom he desires for customers OF the nature
of his business and the character of his stock, the
range of his prices and the reasons why he should
r be dealt WITH is one which he cannot refuse to in
: cur without gross incompetency and ruinous prod
loalty By thus refusing, he increases his ex
penses for rent. lights and fuel, clerk hire, &c
a from half per cent. to three, five and in some
j. cases ten per cent on his aggregate sales anc
5 renders it morally impossible that he should sell
> profit and at the same time as cheaPly as Ms
:, more enterprising and capable rivals In effect
he confesses defeat and ncapaeity, and retreats tt
d the rear rank of bis vocation.
! Some men who know enough TO advertise are
vet so narrow as to confine the advertisements tc
journals Of their own creed party. If they dc
not choose to trade with any but men Of like faith
# this is wise but if they desire to have the whole
e public for customers, it is otherwise.
!, There is large class who delight TO shine "
: newspapers and playcards as wits and poets, ant
S announce their wares in second hand jokes, or II
s dogoere fit to set the teeth of dull saw on edge