Kenosha tribune & telegraph. [volume] (Kenosha, Wis.) 1856-1859, 1857-11-05
Advertising in Hard Time.

We End in the Boston Joaraat the following
sensible remarks upon the benefits derived from
advertising in hard times We commend them
20 our business men. 1t must be apparent t.
them that while in ordinary times there is reason
Tor advertising to let the public know where 10
ind what they want, at this time of universal re.
trenchment and reduction of prices, there is an
additional incentive TO advertise To let the peope
knew where TO find What they want cheapest;
Suppose merchant with his store full of goods
finds that he has got to submit TO some sacrifice
in order to meet his demands. what is the best
thing he can do. The hypothesis is probable
enough IN these times but the answer to the prac-
tical question will be various They ought TO
be, becsaue the method which will afford reliet
to one is not advisable, or if 80, not available to
another. But still. as a general answer what
IS better than this cut down ytur prices. adver-
tise vigorously, aud sell off your goods ?
In the first place if sacrifice is unavoided, and
the result be the same pecuniarily TO the dealer
it is far better that the community in general
should reap the benefit of il, than that il should
inure wholly to one or two brokers' Instead of
an enormous percentage, in pursuance of a
doubtful system, being thus thrown into the cot.
iers of q few individuals, the cheapened necess-
aries OF life would be spread among thousands
dlfasing comfort everywhere. Thus the bur.
dens winch rest upon the mercantile class, in.
stead o; being made tributary TO the avarice of
the n.cneyed class. would be turned to the solid
benefit OF all the other classes
Again. such course would keen trade apnine.
Tight as money is, not cent has been annihila-
red II exists about us somewhere. At this seas
on OF the year, too, great deal of it, in separate
sums. must be exchanged for the nunlberless ar
tees flood and raiment requires at the coming
on OF the winter. Ii prices hold up, this ex-
change will be as scanty and put of rs long as
possible. But let reduced prices be advertised,
let il be understood that goods must be sold a,
all events, and the store will be crowded under a
little panic o. right kind. 2 dollar will he spent
here and i've or ten there, resulting in hundreds
or thousands to the enterprising dealers. Thus
may heaeded specie be drawn from iss hiding
places. Tins The healthy circulation of money
will be kept up and the basis maintained for an
easy renewal of prosperous times Everything
viii grow better by degrees, while of him who
wrecklessly sticks to old prices. aud wholly re-
lies on borrowing, it may be said, "the last end
of that man is worse than the first
OF course. to many individuals this method is
not feasible. They cannot wait, or their stocks
would be insufficient to realize their needs, or
other good and mdisputable reasons might be CT
ted. BIT, were II possible, we believe it to he
advisable on every ground of personal or public
expefiency. II advertising is Indispensable
when customers are rushing to buy of their own
accord. aud only want to know where to go, it is
doubly necessary in these times when the fact
Of cheapness is felt to be the all important fact
We observe that the New York merehants-as-
pecially those in dry goods-are advertising JUS,
at this time with the most enlarged lberaiity
and it becomes our dealers to see whether the
path of wisdom for them does not lie in the
same direction.