The Cadiz sentinel. [volume] (Cadiz, Ohio) 184?-1851, 1850-07-31
d DE S U LTOR
The Philosophy OF advertising.

Auc EHhOSOpHy Oh advertising.
Man, they say, is trading animal l-.lho
only one. The wants of each individual are
more numerous and varied than his faculties
and capacities devoted to supplying them
Each producer of necessaries or comforts
naturally produces a supor.abundance Of
whatever he grows or labricates, and exchun'
ges il Tor O competence of other wares or
staples adapted 10 his wants. The gain
grower has large surplus Of grain, but re-
quires nearly everything else; the pin maker
consumes, perhaps, dollars worth per wear
Of his own products, and four hundred and
ninety-nne dollars worth Of other peoples,
obtained by the sale of his own. And as
man rises in the scale of civilization, his
wants are increased and diversified Hela
bofs more, produces more; exchanges far
more. The lowest savage may produce or
gather hundred dollars worth per annum,
and exchange ten dollars worth Of il for
other necessaries or comforts; while the pop
ua,ion Of the United States or Great Britain
produces al least five hundred dollars worth
TO each able bodied man, whereof two thirds
al least IS exchanged by the producers with
each other, and with the producers Of foreign
lands. And, as man shall continue TO rise in
the scale of intelligence, industry, efficiency
and comfort, not merely the amount but the
proportion Of each mans products exchanged
for those Of others must continue to increase.
The aggregate OF exchanges of property is
probably now expanding throughout the
world al the rate of 10 per cent. per annum
though the annual increase Of population is
less than three per cent.
But while the aggregate Of exchanges is
rapidly increasing, the profits of The exchan.
gers tend steadily to diminish. Its the in,
terest of the producers Of all classes and
climes to effect their exchanges with each
other as directly and simpy--at all events,
as cheaply-as possible. 1t matters little
10 the producers as whole whether prices
be low or high, II they be justly propo-lioned.
If A, being farmer in 1915. received dol,
lar per bushel for his corn, and bought the
broadcloth for his coat at s. per yard, and
now can get just such broadcloth for two
dollars and half, while his corn will bring
but fifty cents per bushel, he is neither better
nor worse for the change, all other things
being equal. But il in 1915, he paid FIVE
bushels Of corn for a yard of broadcoll,
while the maker of The cloth received but
four bushels, and now he gives the like five
bushels per yar8, but the maker receives
four bushels and thee pecks of corn, or their
full equivalent, for every yard of cloth he
turns off, then there has been areal improve
ment in the condition of the producers OF
cloth, fnot of corn also And, as intelli~
gence is diffusod and knowledge is brought
10 bear upon the most intimate and homely
relations OF life, the cost of making exchan>
ges--in other words, the charges and profits
Of non-producing traders-must and do de-
crease continually. EiaE as sGs.E
But This by no means proves that trade is
poorer or that traders, asa class, d worse
than formerly. 1t only proves that the nun.
Der oftrdders cannot and does,not increase in
proportion with the increase of trade, without
.subjecting them 10 the necessity Of taking
smaller and still smaller profits. Every veal
tho puniber Of producers and Of consumer.
of others products increases, as also tho ag
gregate Of products exchanged, Every yeal
the construction Of canals, railroads, harbors
steamships, and other facilities of lranspor.
tntlOu uuu ti"hHSS hhpCls BIeutST dnu Sill
greater production, with still larger ex.
tension of commercial exchanges. The
neiehborhood in the Ohio valley which wal
clad in bomespun, and did not pay ten dol,
lars 70 each person Tor all its purchases from
others half century since, now wears The
fabrics Of Old and Now England, and is a lib
eral patton Of the spice growers Of both The
Indies, the tea Of China, the coffee of Bra,
zil,and the fish Of Newfoundland probably
poying thirty dollars per head iotthc producti
ofoler industry than its own, although the
assruge range Of prices is about half what i
was il 1900, Trade has greatly increased
Is increasing, and Is. bound to increase ever
more rapidly than IL has ever yet done.
ltis idle, therefore, 10 say that commorc,
isFuiLed, proslraie, because oyerdone. II i
only the possibility Of making fortunes b
trade with'no decided capacity for the yoca
lion that is vanishing. The time is al hand
iinot already upon as, when tho mercantl
is 10 .take rank with the most intellectual an
arduous Of the liberal Professions. IN
porchant Of Ihc next age must be a geniu