Saint Paul weekly Minnesotian., 1859-05-21
AdVertisinS in Dull III mes.

have always considered Advertising literally
and long-to be the great medium of success in
business, and the prelude to wealth. And have
made it an invarable rule, tOo to Advertise in the
| DULLEST TINES, a long experience having
taught me that money thus spent is we'll laid out
as by keeping my business continually before the
public, 1t has secured me many sales that would
otherwise have lost.-Stephen Girard
| Whether the wise old skinflnt who in
life was known as STEPHEN GIRARD, the French
Millionaire of Philadelphia, ever wrote the
above paragraph which we find flying through
our exchanges, is quite doubtful, though it is
shrewd enough, in business point of view,
to do no discredit to his paternity.
tits indeed true, that dull times is the sea-
son of all others, for the enterprising man,
who has goods that the public need and who
can sell at prices to accommodate their neces-
sites, to unhestatingly advertise in the fullest
and most liberal manner In good times, when
business is brisk in every direction, and in CIV
cry avocation, advertising seems to many
work of supererogation. Men then say to
themselves, we are doing all that we can at
tend to-why seek to do more?" But this
philosophy, doubtful at all periods, will not
answer for certain when it is the season of
ow water in the stream of business. Then
the steamboats, on Pigs Eye Bar must puff
and sweat and blow and make huge noise if
they would not stick fast in shallow water,
falling eventually in pieces, hopeless wrecks.
The words of success then are, to" Man
the capstan bars--carry anchors ahead in boats
and make the men step lively around the FORE
castle-rig out the walking poles and stir up
the very foundation soil of the rivers bed !"
this is the policy that always wins steam
boats headway in dry times on the Missis-
sippi river.
Our business men should all take lesson.
from this steamboat experience, as number
of them have already, to which our adverti-
sing columns bear witness, and with, we
know, marked profit to every one of them.
Along with this lesson, we would have them
remember, likewise, that the daily circulation
of the Mnnesotian, being much greater than
that of any other press in Minnesota, an ad-
yertsement in its columns reaches more
readers, and as consequently worth more in
its returns to the advertiser, than in any other
paper. Some advertisers do not sufficiently
comprehend this point in the economy Of ad-
vertising. They insert an advertisement in a |
paper, without making inquiries as to its REL
stive circulation with other papers, for.
getting that it is circulation, and not size of
type or paper, that measures the value of an
advertisement to the advertiser
We trust, therefore, that our business men
will particularly adopt the maxim of the as.
tqte and money-making Girard, that g adyer
tising literally, and long, is the great medium
Of success in business, and the prelude to
wealth nor forget this truth too, in prsc.
icing upon the ak iom, that the MIxSEsorrAs I
'ftords more daily circulation to an advertise ,
nent for the same money, than is offered bv i
my other newspaper in St. Paul. c