Port Tobacco times, and Charles County advertiser. (Port Tobacco, Md.) 1845-1898, 1850-08-28

THE ART OF ADvERTISING.-Ihe con-
mis.ee appointed by Mr.. V. B. Palmer, 10
decide the award of silver cup to the wr-
ter of the best essay upon the subject OF sd-
verlising, have, as we see by the last num-
Der Of the Register, made their report The
prize has been awarded to Horace Greeley,
ESQ.,, of the New York Tribune. The cup
will cost Sl00, and will be covered with
elegant designs, relating to commerce and
trade We make the following extract from
the prize essay:
The merchant, therefore, who aims 10 sue
ceed in business, must aim at these two
wide demand for the articles he deals in,
on the lowest practicable terms; secondly,
that every body within the proper scope OF
his business is made aware Of his ability and
confident Of his disposition to do so. These
points attained, he has only 10 do his busi-
ness properly, as il comes in upon him, and
his fortune is made.
To the merchant or dealer who is sure of
his ability to fill orders on the most favor
able terms, the attainment Of an adequate
publicity is matter of primary concern. II
his circle of trade is properly the county 10
which he lives, then he should take effectu-
al measures to lie, every family in that coun-
ty know what he sells, and on what condi-
ton. II is idle TO speak of The cost as an i'm
pediment-he might as we'll object TO the
cost of sheltering his goods from bad wea-
ther; protecting them from thieves. or deal
ing them out 10 customers. All the other
cost of his business is incurred without ade-
quale motive or return so long as this essen
tial element Of his business is neglected or
scrimped. If his location aud his stock on
ly en,i,le him to expect the custom ot his
own township or neighborhood, then ne
should incur The expense of fully informing
that locality. Just SO with the wholesale
merchan, who aspires to custom cock
tensve with his State, his section, or the
whole Union. II he is prepared to satisfy
so wide demand on favorable terms, the
expense of apprising those wEom he desires
for customers Of the nature Of his business,
the character Of his stock, The range 'hIs
prices, and the reason Why he should be
deal. with, is one which he cannot refuse
to incur without gross incompetency aud
ruinous prodigality. By thus refusing, he
increases his expenses for rent, lights and
fuel, clerk hire, &C., from half per cent. 10
three, FIVE, and in some cases to ten per
cent. on his aggregate sales, and renders it
morally impossible that he should sell as
cheaply as his Aore enlerprising and cspa-
Bile rivals. In effect, he confesses defeat and
incapaci.y, and retreats to the rear rank of
his vocation.
Some men who know enough TO adver-
tlse are yet so narrow as to confine their
advertisements to journals Of their own
creed or party. If they do not choose to
trade with any but men of like faith, this is
wise; but if they desire to have the whole
public for customers, it is otherwise.
There is large class who delight TO
shine in newspapers and placards as wits or
poets, and announce their wares in second
hand jokes OF in doggerel fit to Sc, the teeth
of dull saw on edge. If their object is
no.orie,y or a laugh, this is the way to at
tain it; bu. if it be business, it would seem
better to use the language Of business
Leave clowns jests to the circus, and let
sober men speak as they act, with direct
ness and decision. The fewest words that
will convey the advertisers ideas are tho
right ones.