Nashville patriot. [volume] (Nashville, Tenn.) 1858-1860, 1858-03-15
From, The Lcuisvi1Ie Journal.


The Science of Advertfsiit9.
There is as much truth as poetry in Gray's
often quoted and ever admired lines
tsFun many gem Of purest ray serene
The dark unfathomed caves Of ocean bear
Full many flower is born to blush unseen
And waste its sweetness on the desert air."
The sentiment is applicable not only to the
heart-life of poetry and heroism, but to the
everyday transactions of the business world
Men have been born and lived and sunk down
to their final rest, 'unwept, unhonored, and
unsung," in whose minds and hearts there ex-
isted the germs Of greatness, which, if they
had been developed by proper direction, would
have commanded the admiration of the world
for their heroic deeds and splendid abilities.
And in everyday life men have engaged in
business, who, although possessing all the en-
ergy, honesty, and industry requisite for sue
cess, have t0iled in vain, year after year. be-
cause they bad not awaited themselves of the
proper channels to make themselves and their
occupations or their inventions and produc-
items known to the public, while others, far
less qualified than they have rapidly passed
them on the high road to fortune from the
mere fact that they took advantage of the
science of advertising. 1t is in fact science
and one of the most useful and profitable
sciences that can be acquired by business men.
1t is known to but few, but those who are the
fortunate possessors of this knowledge acquire
wealth and attain success while their less ac-
complished contemporaries languish in poverty
and Obscurity. Some knowledge of this sci
ence has become an actual prerequisite to any
degree of success in business in this country
and it is well worth the cultivation of every
man, whatever may be his occupation or pro-
fession. We heartily commend therefore the
following sensible remarks of the Baltimore
PdtrfOt, on this subject to the attention of all
our readers who may be or expect to be en-
gagged in business of any kind:
The Philadelphia North american contains
an editorial upon the science of advertising,
which, however selfish it may appear, is, new
ertheless, true and to the point. Nothing"
remarks our contemporary, . more exercises the
ingenuity of the business world than the
mode of presenting in the most striking and
effective manner, the claims of an old stand
| or new business, an established community
or an article Offering innovation upon current
| habits and usages as its Recommendation.
| Whatever is to be effected, whether it be the
continuance of a well known line of trade, or
| the introduction of new house or new goods,
| the newspaper is the lever by which the world
must be moved And advertising to business
men has become such necessity that few can
| do without it. Those few only succeed IN
| der peculiar circumstances, which cost more
to create, if they can be formed at all, than
twice the expense of the most lavish advertis-
| ing involves"
The first requisite in any business is the
right mode of doing it, and the proper mate
rails to operate with. Any undertaking on a
less firm basis than this comes under the ex-
pressive but not very elegant designation of
''humbug." This may answer for day, or a
week or a month. but TO advertise is only in
the end to expose and distinguish it.
knowledge is power; and the more effectu-
| ally, therefore, business men communicate in
| formation to others concerning then peculiar
pursuits in trade, the sooner must they realize
the potency of that knowledge. Men, how
ever great, may live and die in obscurity, I'M
| less their greatness is heralded. in some form
| or other, to the world. In proportion as they
| become. known so are their talents and ac-
| quirements turned to profitable account, or
brought into market, commanding and OBJ
tanning just compensation.
What is true i'll this respect in regard to lit
erature art, science, NC. is also true i'll refer
ence to mercantile and business pursuits. Let
those engaged in them first possess the requi-
site qualifications and in proportion they
nOpulariZe themselves and their business
through liberal judicious system OF adver
Using so will they increase in prosperity
There are many who do not seem to realize
this fact. ShOrt-sighted economy often blinds
them to their best interests. They cannot see
that an advertisement is like bread cast upon
or like the talent put to interest, yielding ac-
cumulated wealth; and these are they who
complain most of hard fortune, adversties or
slOwness in business prosperity. And further
as remarked by our contemporary, many
men, confident i'll their own fair title to bust
ness and patronage draw less than their due,
by their neglect to advertise. AT the same
time, others, with no higher intrinsic desert,
succeed by liberal use of the means which
| H.. Nf,lt
To be more practicable and to the point.
During the past four or five months, owing to
the universities in financial affairs, unusual
gloom hung over all classes of business and
the encouragement to advertise was dreary.
MANY consequently withheld, but even those
who did, we imagine, prospered best, having,
perhaps, the start of their neighbOrs A
truthful adagc asserts, ait is never too late to
do good" and now as the hard times have
partially disappeared with hopes of final re-
| lief the,efrom at no distant day, and as spring
is at hand, with the spring trade opening
| those who do not resort to the popular, and
| altogether necessary business of advertising,
may find themselves outstripped in trade by
| others more shrewd and far-seeing.
We may adopt our Philadelphia neighbour
| language and say, as applicable also to Balti-
more, 1.-THE flight of newspapers which go out
of every city daily, your rivals, if you neg
be- waylaying your own customers at every
| post town, and securing the first attention of
| new purchasers Among the residents in the
| city, there are next to none, if there are any,
who do not daily read some newspapers. All
may not seek the advertising pages but if
there is an article the purchase of which is in
n mans thoughts, its name is sure to catch his
| eye without his searching for it. Indeed, we
| know it is the habit of many purchasers, Ia
dies as we'll Us gentlemen, TO make the news
paper their shopping guide and their business
directory. They look TO see where, with few
| est steps and least trouble, they may lind what
they seek While with such purchasers the
advertiser has altogether the best chance, Gus.
| toners who buy thus understandingly are the
| easiest to satisfy"
! Nothing can be truer than this. Types,
themselves, which ''never lie," proclaim it as
incontrovertible, and the practical experience,
we doubt not, of very many will corroborate
all that is here asserted Feeling an interest.
therefore, for our merchants, manulac turcrs,
mechanics, and all others engaged in worldly
pursuits, the best advice We can give them is
| to advertise.
| kansas Affairs.
| z, Al, e.. 80