Wheeling daily intelligencer. [volume] (Wheeling, Va. [W. Va.]) 1852-1859, 1857-11-27
NEUTRALITY-SUSPICIOUS. are said to shrink from

such n neauin1 III Il EHeH SldPSA "NN""'N' -
course, newspaper men will advise people to adj
vertise--;ust as fascinating dry goods clerk
will hem and smile and eyes, when waiting
upon some tempting bait. But aside from the
Justice of such snpposition oftentimes, itcan
be shown, we think, interest out OF the ques-
ton that there is no business which will pros
per as well without advertising as with it. 1t Is
n principle rs immutable as any other stamp OF
nature that publicity is - necessary and indis-
pensable precedent to patronage Publicity
does not necessarily come only through the pub
lie prints 1t may come through long years OF
patient waiting and toiling; but it comes then,
as we say, sat the death" Publicity quite
often comes through some special knacS or
bump some people have for getting known
themselves and getting everything known
with which they are in any way Connected
This last, however, is not nowadays, the most
reputable way to look up patronage. People
look suspiciously upon all sorts of sugar loafed
hat orations The most effective, the most
durable, and the quietest aud least troublesome
way to command the attention Of people, is
through the public prints Each day thousands
of people wake up, finding themselves troubled
with want of some kind. They have an un-
defined sense of wanting often. They take up
the paper at or before breakfast, and they sea-:
its whole face, and here and there they sort or
pick out something which they want They
naturally go where they sec the article adver-
tised.
1t has come to lie nowadays, that the re-
ouircmcnts of civilization are being more and
more properly classified Thus couple OF
hundred years ago, every man was his own ban
ker, never thought of dcpositing his money any
where, or of the idea of getting hspromise to pay
turned into cash. That idea passed out of fash
ion aud the idea and institution of bank came
in to fill the vacancy. So with advertising. A few
years ago, when newspapers were good deal
scarcer and dcarcr than they are now, very few
people comparatively advertised Consequent
", people did not expect to find a summary of
all their everydays wants in the daily, or rather,
as they then were, the weekly papers But
that regime has been discarded in this our day.
Everybody almost eithe" takes or reads the
daily papers. 1t is as much ahabit we'll nigh,
as brcakiasting. Merchants and traders have
found out this prevalent practice and have at
once tacitly and practically agreed that the pa
pers are only proper vehicles fer us to use in our
efforts at publicity. t
The moral, then, so to speak, ofall this is
that advertising is an institntion-it is a fnsl'-
ion, if you please, and it is fashion for
the mass to consult it just as they do any
other well digested and arranged measure Of
public utility 1t is worthy of remark, and
may he tested by any one, that among
any given number of men attempting to do
business in any department, he or they who
make use of the newspapers do the business
In this We exclude from the court, old establish
ed firms. in what is known heavy depart
ments of business: firms That grew up under the
management of past generation, when there
were no daily papers. We mean such ones as
have started in even handed with latter or rather
present times Go into the stores of such ones,
the retail establishments, and the practical test
of the theory ofenergetic aud liberal advertising
will be seen.