The daily exchange. [volume] (Baltimore, Md.) 1858-1861, 1859-05-20

Every man in business recognizes the benefit of
advertising, because every man in business adver-
tses. Whoever has anything TO sell, or to buy
whether lands, houses, merchandise, talent, SKILL
learning, capacity or industry, recurs at once to
an advertisement of some sort, as the most natu-
raj and effective means to inform the want, which
is presumed TO exist somewhere, how il NAV be
supplied. So firmly has this principle established
ITSELF that advertising has become part of the
mere routine of business life. No man feels that
he is properly in business unless his advertisement
appears somewhere; yet, too often, he is not very
well assured that any practical benefit is to be
derived therefrom, and gives little thought to
make the small amount usually invested in this
way, remuneratlve. He puts up his sign, and
makes a contract for advertisement by the
year; and so the wind does not blow away the
one or the printer fail to insert the other, he is
satisfied that he has done his duty. We think the
subject worth little more attention than this,
since, if advertising persistenty and skfully, has
been the means of giving reputation and success
to mere humbugs, no limit can be placed upon its
capacity TO ensure double measure of both to
real merit. 1t is possible that the success which
has sometimes attended advertising things with
out value has led some persons inconsideratcv TO
contound the agency by which they have been in
troduced to the public, with the things themselves.
No view could possibly he more false or injurious
to those who may adopt it. If humbugs succeed
at all, their success is dependent entirely upon
the skill with which they have been made to as
sumo the guise of merit. That they often do sue
coed for a time, we all know; and that they as
certainly fail eventually is just as certain. But
in the meantime the unprincped charlatan has
made fortune and can afford to witness with
composure the collapse of his balloon inflated
with falsehood. In such a case, mere advertising
has given q success, so brilliant as to have en-
sured wealth to the skilful speculator before his
fasehood could be exposed Had the case been
other, and the matter advertised possessed all
the merit claimed for it, the immediate effect
would have been the same, while time would only
have added TO and confirmed it. An agency,
which has power TO make even falsehood and
fraud respectable, and successful for time, must
obviously be doubly potent in the cause of right
and truth
1t may be said, that if all advertised with equal
care and tact, that all would stand precisely alike
equivalent TO an universal omission to ADVERTISE
as, in that event, no single advertisement would
be more likely to attract attention than a single
voice in whole chorus. Granting for a moment
that such state of things is possible, vet lust as
the result of chorus is the highest effect of music
although no voice may be recognized, so a whole
community uniting in advertising gives an as
surance of general business energy, which
rebounds to the benefit of ALL 1t NAV
be no great distinction to advertise where
all are advertsing-and yet to omit to do
so may be fatal error. If tradeSmen should con-
sent to dispense with signs, or other modes of at
tracing attention, it is possible that each might
enjoy his share of the custom, which would grope
Its way into any commercial centre. But as soon
as one community, or one individual in a commu-
nifty. attempts the arts of attraction it becomes ne
cessary for other communities and other indiyid-
uals to do likewise, if merely to neutralise the eff
fort The hrst shopkeeper who thought of q mag
nihcent sign, of splendid plate glass windows and
a gorgeous display Of his goods, imposed on oil
Others the necessity of at least an eoual show
and taught how it was possible to heat him
at his own game. Where there is, as there al
ways must be, the most active competitor
in all departments of business, no man can ele
vate himself without in some degree depressing
Others and, consequently, there exists continual
necessity for exerton to restore the equilibrium,
even among those who may not aspire to lead, but
cannot afford to be left behind. This is a necessity
which is imposed on cities as well as on men. The
competition between the great centres of trade is
even more stringent and unrelentng than that
among individuals All the inhabitants of a
town have a common interest in attracting bust
ness to that town, taking the chances afterwards of
securing their individual share of the profit 1t is
quite as important that a city, competing with
Others, should be thoroughly advertised within the
natural sphere of its business attraction, as that
individuals should be. If Baltimore is to comnete
with Philadelphia and New York for the trade of
the South and West, Baltimore advertisements
should be found wherever New York and Phila-
delphia advertisements penetrate By means of a
full advertising sheet, rejecting exactly the extent
and capacity of our market to supply the wants of
the interior, more than by any other one agency
whatever, can our claims to trade be enforced. 1t
is in vain to talk of geographical advantages, I'M
less we can show that our customers may have the
full benefit of them. 1t is mistake to parade our
claims on the South because we are Southern
city Other things being equal, this will have
its weight; but the whole question has stern
dollar and cent aspect, and as such it must be
met. While we consider il, in every point of view,
wrong to promise more than we are able to per-
iorm-in business sense tits even greater mis-
take not to apprse the world of the extent of our
capacity. 1t results, therefore, from what we have
saa0 'na' merely to keep pace with tie age, and to