The Potter journal. [volume] (Coudersport, Pa.) 1857-1872, 1859-04-07
Misrellang,

The lIlFr BOOK Trade 4he I'r1g-
cipteS on which @. G.. EUons, the Found
fr Of tie Business, conducts it.-A gen.
eral dcnunclatiun on the part Of
many persons and presses throughout
ihe country, of that branch of the pub
lIshing business denoninated the "GIFr
hook TRADE" has Induced Us to devote
q few remarks to the subject, and to
speak particularly of the business as CON
Quoted by Mr.. G. G. EVANS, 439 Chest
nut Street, Philadelphia, with whose
principles and practice in the trade, we
have made ourselves acquainted.s
Because swindlers or ignoramuses, IN
any trade, subjects US to loss, we are not
therefore 10 eensure men engaged in le-
sitimate trade; BECAUSE "Peter Funk"
traders in watches DECEIVE and cheat the
public, honest watehmakers are not to be
denounced and avoided; and SO, because
. number of "Pcter Funk" concerns In
the Gift Book Business, encouraged by
the great success of Evans enterprise,
sprung up in various, cities and for time
cheated those who were deluded into
dealing with them, there is no reason
that fair, liberal and energetic publish
er should be CONDEMNED along with them.
No injustice could be greater. People
must deal with tradesmen: they must
have watches-they must have books
and let them take care to seek the place
where they can procure the articles they
want, without deception, and on the most
advantageous terms.
Mr.. Evans originated the Gift Book
Business i'll 1854, and his great success
in it is the result of the energy, the in
tegrity, and the lberality that have char
acterizcd his course from that day to the
present The sham concerns that have
from time to time arisen, in imitation Of
his establishment, have now mostly per-
ished, while be pursues the even tenor of
his way, giving satisfaction to all who
deal with him.
The fairness and honesty of the bust
ness is not to be doubted, and are easily
understood. He is an enterprising man,
and setting out to do large business, he
purchased his books in large quantities ;
in order to increase his sales, he deter
mined to give part of his profits to pur-
chasers, in premiums. The principle of
Premiums or Gifts has been adopted in
many branches of business, and, perhaps,
every newspaper that has spoken against
the Gift Book Business has recognized
the principle, either in deduction to clubs,
extra copies, or gifts of engravings, &c,
Evans purchases whole editions of books
at the lowest figures; sells. them at tho
regular retail prices, and gives a prcmi-
um with each book; in every $4,000
worth of books he appropriates $4,000
worth of jewelry, watches, &C., which are
given away with the books, purchasers
often receiving gold watches, costly cam
eos, &c. In every case of sale, Evans
gives what he pleases-and surely the
most fastidious moralist eau find no fault.
On the same principle, if man BUY
chest of tea, is the grocer to blamed or
commended, if he gives his customer a
few pounds of coffee into the bargain ?
The question needs no reply. His en-
couragement to American authors, pub
fishers, and manufacturers, is very great
in single year he purchased from one
manufacturer alone, S38,000 worth Of
jewelry, and thousands of persons engag-
ed in printing, book binding, watch.mak-
ing, &C., receive employment through
his agency.
His assortment of books embraces the
standard works of the languages, aud ev-
cry department of American literature,
and through his agency, vast numbers of
useful books have been spread through
every part of the country, to the great
advantage of the rising generation, and
in this respect he may very properly be
held to be public benefactor.
In short, IN Mr.. Evans we find an en-
terpriSing mantle originator of busi-
ness which he has followed with the
greatest energy and strictest integrity,
until it having vast extent and import
ance, host of imitators (some of them
honest, perhaps, but Ignorant of the
business) arise and disappoint and cheat
the public, bringing down condemnation
not only on themselves, but on the man
whose trade they were counterfeiting.-
TO rescue Mr.. E. from this unmerited
censure, and to state what we understand
to be the nature of the Gift Book Bust
ness, as established and conducted by
him. has led to this article. No one who
deals with him can be wronged or disap-
pointed; not only will the purchaser re-
ceive the full value of his money in
books, but with each book premium, OF
gift, and that often very handsome and
valuable.
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