The prairie news. [volume] (Okolona, Miss.) 1851-1875, 1858-03-18
The scleace OF Advertising.


Perhaps, rather than a science, advcr-
tlsing should be considered one of the
fine arts. Nothing 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 cstab-
lished commodity or an article Offering
innovation upon current habits and usa-
yes as its recommendation Whatever
IL to be effected, whether it be the con-
tnuance of a well known line Of trade,
or the Introduction Of a new house or
new goods, the newspaper is the lever
lly which the world must be moved
Md advertising, to business men, has
become Such necessity that few can
succeed without it, Those few only sue
ceed under peculiar circumstances which
cost more to create, if they can be form
ed at all, than twice the expense Of the
most lavish advertising involves
The first requisite in any business is
the right mode of doing it, and the PROV
or materials to operate with. Any nm
dertaking on less firm basis than this,
comes under the expressive, bpt not very
elegant designation of humbug."-
This may answer for Il day or a week,
or a month but to advertise is only in the
end to expose and extinguish it. People
may like to be deceived, as the adage
declares, but they have an aversion
to being imposed upon twice by the same
means. And if
The pleasure is rs great
OF being cheated MS to cheat,
(bad grammar that, but not ours it is
pleasure which requires constant novelty
to give it relish SO unless man has
thousand twists and as many aliases, it
is best to try only that which will sus-
tain itself. In other words, the science
Of advertising, and its success rests upon
making that known which requires only
to be known to be appreciated. 1t is to
Introduce something which will defend
its own reputation when once it is brought
to. the public acquaintance and recogni-
ton. The proverb that "good wine
needs no BUSH" is true after the first
sip; but good wine needs the blush to
bring about that touch to thirsty lips
which will he afterwards its own adyer-
tisement And a bad article can by no
force of advertising eloquence be made
10 deceive the same customer twice.
Many men, confident in their own fair
title of business 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 Gus
tom has rendered essential to commerce.
IT You have man already in your count
ing house or store, you have no reserve
in placing before him the advantages you
can offer. And if you bring him to the
place already aware of what you can do
for him, there is so much time saved,
even if you did not secure single new
-sasscfrss-h by advertising. But in the
flight Of newspapers which go out of eve
ny city daily, your rivals, if you neglect
to avail yourself of the advantage, may
he waylaying your own customers at eve
~ post town, and securing the first lat
tention of new purchasers. Among the
residents in the city, there are next to
none, if there are any who donot daily read
some newspaper. All may not seek the
advertising pages; but if there is an ar
ticle the purchase of which is in mans
thoughts, its name is sure to catch his
eye, without his searching for it, In
deed, we know it is the habit of many
purchasers, ladies as well as gentlemen,
TO make the newspaper their shopping
guide and their business directory. They
look to see where, with fewest steps and
least trouble, they may find what they
seek. While with such purchasers the
advertiser has altogether the best chance,
customers who buy thus Understandings
are easiest to satisfy.
Philadelphia North Amcrican.