Vermont watchman and State journal. [volume] (Montpelier, Vt.) 1836-1883, 1856-04-18
The Policy Of Advertising.


Ulere, Uhcn and How 10 .4ireriise-A
puzzling matter to determine, this, and ono
which costs every publisher not little tho't,
we imagine. Our craft, at least, numbers
among its members none of those purblind
old iogies who do not believe that adver-
Using pays" II is not merely imporlant-lt
IL absolutely necessary for us to advertise.
A book we're almost as well not prin'ed as
not advertised. Bot where, when and how
to advertise y alb here is problem not cas-
lily solved. Judlciois advertising PAYS and
the more extensively it is done, the greater
the profit
The Toledo Blade gives case in point
as follows;
Some ten years since, when Detroit was
very little larger than Toledo, two young
men from the East where the true principle
of advertising is better understood than AT
the West, having taken a store centrally
situated, opened with the determination Of
expendlng their entire profits, except rent
and clerk hire, the first year, IN advertising
and printing. They did so, cxpendng about
Sli00. The next year they set about half
their profits for the same purpose, but long
before the year expired, the senior partner
told the writer of this article that they could
not spend so much as they had anticipated,
for the reason that they could find no place
TO put it.
Every paper in the State almost, contained
their business notices, whic their handbills,
circulars and cards were scattered broadcast
10 this way they have gone on expendlng
annually about four thousand dollars, until
their business has so increased that they oc-
cupy ten sales room, each 100 feet IN depth
by % in width, aud giving employment to
one hundred clerks. One of the partners
told MS that their business the past year, a.
mounted 10 a uiAe over a mthon and a half
of dollars, leaving them net profit, over all
expenses, of over fifty thousand dollars"
The Boston Journal says
We have never known m instance where
liberal and iudlclous advertising failed To
reap rich harvest. But in order TO obtain
the full benefit OF the outlay, advertisers
should not initiate Che school boy who stands
shlvenng on the waters edge, and hcsitat-
ing 10 take the plunge, which alone will
bring a healthy reaction. A small adver-
tsemcnt, timldly inserted in the cheapest
column of newspaper may yield return,
but Il will not test the advantages of advcr-
Using Some definite plan or plans of ad-
verllsing should be decided upon and n
liberal sum appropriated annually to that
purpose. The principal of one of the mos,
successful educational Institutions In this
part of the country some years since deter
mined to advertise to the amount Of $1,000
annually, although hls incowe sc1rcely ex-
cecded that sum- The result Is that, as he
recently assured Us, his business has in
,i,'.a,.',,,., h,, I,.,.,, a. 49, "
v. ,'9 ~
80, ~ u
W., p.'"
We NV '"HE 3''u' 10y P"f' 0'"0'"9 Nr-
~ "''' tue s'eu '""'cu Wy l"u'C'ous "u'oi-
users - heNcl iYuIcu uy carry lo9ls or
uIouBn'S' ana a'"ays yielus Hch harvest
o., o., ,,
nle," " ue i'"'S,' ''u" oteIi,' C"i'W
ny INV n''q"e messenger pHu winch
a''lteu at '',s'uenGe' on oa'uIuay, we .1,NS9
..'e'lRenco Oh t''e IosS Oh ule hr'l'sn nan
9'e',ne' Nut.e"' ono sUuch on '"e ho''l
o'caN''s VI pu''huua oI, 'he iotn instant ahu
!" l"iee minutes went Gown NO IlNes were
lost ou' 'ie vessel ner apparel ana inc mans
were 'ota''y lost one iles WIN uecNs uhuer
""ter' ana Is broken VI Two Assistance
nan peen sen, 10 her' out lhe sea ran 80 hlgh
'"ar t"ey oVu'u not save ahyuing'
b,,r,ho, a,,I I ,'.''u'SI 'o''S
uaI,c,w so ~ -, '' w, t""'u '''io VI
Sho ,yas can,,ar,,,.ot,, ,a ha,;n,, ha,.,,
h,,I, =, ,,ss''.tlt. ~, i
cos, mn, esz nno ST. ,.,a ~ ,
t,o,,, IIaI,f,v - ri. Ta, 49, ;r'9,
occnrraJ '''' ~
NERMoNrERs ABROAD. We are always
glad to notice the worthy enterprise and
success of those who leave us, and make
theW mark M distant regions, and regret 1t
when unable TO lay before our reauers the
whole story 20 ~ Is III regard 10 Mr, j.
r. Meacham' a ha''e' we orueVe OF 'nl'
C9uh'y' ana "l lhe Immense work construct
ca oy MN as contractor Ior nv King 'ne wa
.cls OF V'e 9ou'n Iea'!e' NNer, Ca'llo,ll'a,
@E"nao'u W uno 'ic" ,h'h'n5 u'SUic'S "oou'
/ OPnir ana Lynchoufsh. ne "orN consists
"u cam W',y seven 'h'eS lohg l'nciuu'nI
orancnes'l ana hVoVing the construction OF
"'',le''Se uauis ana ,'''oanN"'eil7' I"iu'u O'g
IN'"Nu"o"9' nu'l1S "''u'"S 'ou"u ""u
"p''eu 10 '"' ''u", nv, rue" Vt lN'"'"s ,aS'
n',HS' W w ',o o"" ,6 wac s'H a,
Ni "e"0"i"' /" AP''l ,o''' anu i."'9''
II" "a NV .lnu",3' ~ 'u" ACCOUNT o' IL y
"' ""'yS'''o iiu'"'u' Tue eu''', s"s'
we venture the assertion that no other
an undertnklno IN line same longtb of tims
and have done IN, work in so oaa,.rlv \
manner lie labore6 under every d,s,Jy,p.
tage ,,naoinable fl treoue,,ily hoo,.,,e1
thn, mo wns comoelleJ ia amen road- t,r
miles IN extent. over ,nonntnins of i,nn,onso
/ helrht. 10 ennble him ,o pet u,terinls IN h,s
works He omnlovod al,no., crrs,,r,I,
cron, ,broe hnnJrai ~ Co., h,,l,oJ , 80
The wo,k ali If wbon wern nnJnr b,s
snneryis,n, and d,,oc,'on Uo uas an
s,,,,,,l, on ,h, 49, C ii, WI.
/ de,yy oyo diroc,ia,, b;s mon a,j s,,na.,a
/ teod,ng tbe,r labors. and f,on, ;,s can,
nencencnt n ~ c,m,lo,nn he wss oyn,
nct,vo md y,,,,l,n, AZ, uaoota,a = =
ran,en,n If nnor',,' oaJ alan, h ~
ynh rem,rk,bly 9nicI rercan,,o vV''''' IVA
/ D,rsctors of ,6o ton,I Gonadng moro W. W.
dei,gbted w;th ,ho vel " H. too o.t
a ~ ~ W." VI ~ '"O"Nn"'i''