Nashville union and American. [volume] (Nashville, Tenn.) 1853-1862, 1860-10-06

THE AIT OF ADVERTISEMENTS our business season
is about to commence, call the attention of our
readers generally and our merchants particularly to
few thoughts upon this subject from the able ad-
dress of r. BRNKERHoFF, Esq. before the Ohio Edi-
1 torial Convention. We wish we could copy the
whole address, but the crowded state of our col
umns forbid:
"The newspaper is circulated without any ex-
I pense whatever to the advertiser, which is by no
means an unimportant item, as every one wi testi-
fly who has had any experience in distributing his
own advertisements Not only is the advertisement
circulated by the newspapers free of all expense
but is done more speedily and thoroughly than it
can be done by the advertiser. The newspaper is
already an established system; a Thousand doors are
opened to welcome it, thousand messengers are
daily and weekly seeking the Post Office to receive
1t. thousand families look for It's coming and a
thousand read it when it does come. Again, those
who read the newspaper are the very persons the
advertiser whistles to reach; they the intelligent
and wellto-dO, the enterprsing citizens of a
try, and are therefore the most likely to buy that
which is worth buying.
A regular advertisement should set forth fully the
capacities of business, or, in other words, should
set forth IN detail the particular inducements he can
oner IN selling them their quality, style, prices, DC
In short he must embOdy in his advertisement just
what he would say to individual were he to visit
him TO solicit his patronage.
An advertisement should be plain concise and
truthful Some advertisers imagine that they must
be witty or wordy. and therefore introduce their
wares to the public in secondhand jokes or high
sounding phrases. Others stultify themselves and
their business in doggerel verses. Dry goods IN
blank verse, and groceries in rhyme, may create
laugh, bat the persons attracted will be few and far
between. The proper place for clown Is in cir
Gus, and not mercantile house. |
An advertisement again, should be truthful, SIM /
ply because lie is lie, whether IN newspaper or
behind the counter Lying is also very bad poAcy; |
a customer attracted once by false advertisement |
will not be fooled second time IN the same way
A patent medicine impOster may possibly succeed,
although he never should have the same customer
twice; but a regular merchant never. Every mer-
chant has point of superiority IN his business,
let him give that prominence and then trust to cour
tesy and fair dealing for the rest Integrity should
be the motto of every department of business; with
out it, success is doubtful; with it, entire failure is
impossible.
An advertisement should be changed frequently,
else sooner or later it will become old story, and
will not be read as it should be- To obtain full
efficacy, an advertisement should be changed with
the variations of a stock in trade, and if possible,
should be made so attractive that its change will
be looked for As an item of news interest. With
proper tact and attention. this can be accomplished
in almost every buSncss.-R. BriaEerhOf.