American telegraph. [volume] (Washington [D.C.]) 1851-1851, 1851-04-15
SUCCESSFUL BUSINESS MEN.

The history Of the most successful business
men of this country, at the present day, II
written out, would be the strongest argument
ever adduced in favor of ADVERTISING. Amy
person of common information can cite score
of cases in point, beginning with DR.. Bran
dreth, who commenced with nothing, and now
rolls in wealth, and ending with-Heaven only
knows whom! Hundreds of princely fortunes
have been built up by means of that powerful
lever the Press, while thousands have amassed
for themselves a handsome competency by a
more moderate employment of the same means
Any person in Washington, doing noO moderate
fair dealing, increase IL TO any extent aohich he may
desire. This assertion may not be fully believed
at present but the time is coming when it will
Advertising is a thing yet in its infancy.
Even in the most thrifty commercial communi-
ties of the North, where it is relied on chiefly
as the great means of success, it is not fully
understood. Here it is scarcely thought Of
except by the shrewd, successful few.
When q man opens store for the sale of
merchandise, such as the everyday necessaries
of life, what is his first object? To get buyers,
of course. For what else should he put out his
sign, with his name and the nature Of his bust
ness upon it, but to let people know that he is
there and wants to sell This is the first step
in advertising. But it is only addressed to
those who may chance to pass his store. Per-
haps few hundred persons read it in day
But he puts his advertisement in newspaper,
with the particulars of what he keeps and the
terms upon which he sells, and it is read by
thousands The cost of sign may be twenty
dollars--to be read by few hundreds of per-
sons daily; an advertisement for a year would
cost little more while it would be read by num-
bers innumerable.
In European countries, where newspapers are
expensive luxuries, and read only by the favored
few, a general system of advertising would not
be wise. But in a country like ours, where the
daily paper is the nutriment of the public mind,
advertising is the only true system for the bust
ness men to practise; and he who disregards it
will inevitably have the modification of seeing
his business decay, and himself sink into insig-
niicance, while his more intelligent neighbors
go prosperously on and amass fortunes
But no man must expect to become rich at
once by advertising. As well might he attempt
to lay the underpinning and the rafters of his
store at the same time. 1t is a system, having
a commencement and progress like any thing
else in life, and will, if judiciously practised,
lead on to fortune as surely the river finds its
entrance to the ocean.
We throw out these remarks for business men
to ponder on; but while we offer them the chan
mel through which they may make known their
ability to supply the public want, we would be
rightly understood in the matter. We beg no
mans patronage. While we shall be glad to
receive it. and shall appreciate its benefits to
ourselves, we expect to render full equivalent
and an ample remuneration for the outlay. 1t
is in every aspect thing reciprocal: to the
seller, in that it increases his sales; to the
buyer, because he thus knows where to pur-
chase to the best advantage and lastly, to our
selves, in that we are the channel Of commune
cation between the two.