Daily Iowa State Democrat. [volume] (Davenport, Iowa) 1856-1859, 1859-04-06

trade ought to flow into our own city,
soes to ST. Louis The answer Is
plain one. The result Is not-the work
of day, or OF "A season, or oil year.
T, il the result Of steady, and perse-
veripg resort TO the only certain, and
rarely ever falling system Of advertis-
ing by the mercantile community OF
1t. Ions. Let any of our Chicago
merchants take up st. Louis paper
and look at its advertising columns
lie will find that there is no house in
that city having the slightest preten
sions, who does not advertise we'll,
not spasmodicaily, not once IN a
while, not for a week or month, out
daily all the year round. The st. Louis
papers are circulated all over Middle
and Southern Illinois the merchants
Of that city are IN daily communication
with the people Of this State, and yet
Chicago circulates five newspapers IN
the interior of Illinois to one from ST.
Ions, yet st Louis alone advertises
her merchandise. A man in Peoria
for instance, who reads Chicago pa
pers. will find much concerning the
great wealth OF the city, and compare
lively none OF that real and substantial
evidence of the existence Of that trade
a. is found in the columns and pages
Of mercantile advertisements to be seen
in the st. Louis yapers.
The difference between the adver-
Using is-that in Chicago such mer-
chants as advertise at all, do SO in the
briefest possible space, and for short
time, and at long intervals !; while in
St. Louis all merchants advertise, and
advertise all the year round.
A country dealer who reads the st.
Louis pa ers daily, sees before him
every day dozen advertisements OF
large houses in each branch OF the
wholesale trade; he looks in the Chi
cago papers in vain for such an exhibit
ton of the real existence of equal op-
portunities here, and the conviction
grows upon him, d y after day, that It
is to his interest to give st. Louis at
least a trial. In this way the trade
which naturally belongs to Chicago
has been attacked, and great portion
of it carried off to st. Louis. The
remedy for the past, as well as the pre-
ventative for the future, will readily
occur to any man of ordinary intelli-
gence. The wholesale dealers OF this
city should adopt advertising as a part
of their system Of business. 1t should
be put down in their annual estimate for
expenses as an indispensable item; it
should be regularly and Systematically
followed up during the entire year.
changing the advertisement at short
intervals, but a'wa,s accomplishing the
great idea of adv sing, of never al
lowing a single day to pass by without
having their business fully advertised
in all the newspapers of the city. 1t
is by the adoption of this system and
perseveringly adhering to it, that the
merchants Of st. Louis have not only
carried off such a large portion of the
trade Of this State, but have even pen
etrated far over into Indiana. Men
who do business in this State look in
vain to the Chicago papers for that
display of the wholesale business Of
Chicago which the st. Louis papers
contain. But the merit of the St
Louis system is that it is regular and
constant-unfailing. 1t is at certain
seasons, Of course, less than at others
but at all times, each wholesale house
which expects to do business outside
of the city, has some advertisement
outside Of the leading papers of the
city.