The Evansville daily journal. [volume] (Evansville, Ia. [i.e. Ind.]) 1848-1862, 1855-09-10
Anew Plain Facts on Advertising.

There are a large number of stores of vari-
Gus kinds in Evansville, which continue to do
an old fogy kind of business without advertis-
ing These houses are doubtless, by close
economy, cautious sales, and properly taking
care ofevery dollars worth of business-watch-
ing that every article sold brings fair profit,
and that no losses shall accrue from bad cred
its-doing a safe business, and in some cases,
annually laying by money for their owners
Yet we do not suppose there is one of these
houses, but what would very willingly increase
its business. We do not believe there is one
doing as well as it would like to do or has
within itself the means to do. But there is
kind of old-fashioned feeling existing with
some merchants, that having done very we'll
under their lnng continued system, there is no
use entering into an expense for mere probable
increase of business. They have too, seen men
around them break, and yet they were liberal
advertisers. But they do not reflect, that had
not these men advertised, they would probably
have failed much sooner And that many 9TH
er men whose business is increasing very fast,
are systematic advertisers.
Now we hold this as a demonstratable truth
if not almost an axiom-that there is no man
doing mercantile business but who can large
ly increase that business byjudicious adUeytis-
ing. And we say here, honestly believing the
remark is true, that there are many merchants in
Evansville who are losing hundreds of dollars
worth of custom every year, by refusing the
small expense requisite to fully advertise their
goods and store. And we say more-that we
believe there is not respectable store in Ev-
ansville not advertising now, whose business
could not be increased from one-fourth to a
third a year over its present custom, by ADDER
Using. Even if this advertising cost a dollar d
week, which it, does not, nor even more than
half the amount in most cases, there is scarce
Iva possibility under any circumstances, tina
this expense will not be repaid by profits from
new customers and increased sales.
We throw out these facts without entering
into details. Some of our shrewdest business
men, and men who would not spend dime t.
bring in business unless they were sure the
dime would secure an increase, advertise yea
after year. Is it presumable they would con
tinue this expense unless they k7aew it to be
good investment? No such thing. No mai
advertises merely to patronize US. We do no
want advertising unless the advertiser pub
fishes for his own benefit.
The Daily Journal circulates among all th
principal business houses, and very general.
among the dwellings of the city. The Tri
Weekly Journal is to be found in almost ever,
town in this region The Weekly journal
not only regular visitor to the business me-
of all the towns pretty much, of this section
but among the mechanics of towns and villages
and among farmers for great district ofcour
try. Certainly the publication ofbusiness AM
receipts ofgoods, and wants, in one or the othe
of these papers, or in all if wholesale estat
lshment, must be beneficial.