The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1856-1888, 1860-02-02
THE PACIFIC
Commercial Advertiser.
THURSDAY. FEB. >

THURSDAY. FEB. >
IT has come to be pretty well understood tina;
advertising thoroughly. is one OF the most sue
~cessful means of establishing a business, and ulti-
mately results, when judiciously practiced, not
only in competency in life, but in many instan-
ces in fortune. The great secret of success in
trade as we'll as in mechanic arts is 10 furnish 10
customers the best article that their money is
capable of purchasing. To publish that you
have such articles and 10 let those in want know
where they can obtain them, is the Office of q
newspaper. This subject Of advertising has al
ways engaged the attention of business men, and
there are many among them, no doubt, who think
that money spent in that way is thrown away.
And so it Is, if not properly done. There is as
much skill in advertising properly, as there is in
making a carriage properly. \ man may throw
away his money in useless advertising as readily
as IN purchasing a poor carriage.
The main object Of an advertisement is TO keep
a mans business before the public, that they may
know where he is to be found. and what he has
got, be 1t new or old. An old article of mer-
chandise is often as saleable as a new one. A
man may advertise successfully in other wavs
than in the columns of a newspaper. 4 conspi-
cuOus sign or an attractive shOw-window. NAV
each serve the same purpose, and in fact are in
dispensable standing advertisements for the pub-
lie. The example Of the celebrated Lundy Foote
IS worth instancing. While engaged in the
manufacture of snuff in Dublin, he bought a
carriageO of the most splendid description. in which
he was drawn by four beautiful bays. decorated
with costly ~trappings on the door panel of this
carriage he had painted, not figures of quadru-
peds with other armorial APPENDICES, which
would lead those unskilled in heraldry, to sup
pose 1T meant his ancestors were closely allied to
the brute creation, but in simple Apglo-Saxon,
See what snuff has done"
and thereby his carriage, instead of being a bill
of expense, was made a most successful medium
of advertising, and which in fact immortalized
the man and his merchandise, and they became
thus associated, the one with the other, and as
familiar to the nation as 'household words. - and
the result was, that he retired in after years i'm
mensely wealthy.
When a man has anything to dispose of which
he knows others need, he ought to make it as
public as possible. When a person wants any
thing which others may have, it is his interest to
make his wants known as far and Us wide as may
be necessary. The merchant, by publishing u
daily or weekly edition of his business, is thereby
spreading out before the eyes of the community
his wares and his merchandise, and identifying
his business with his name, and his name with
his business, and making both so familiar. that
one cannot be named without thinking of the
other. And in this our day of progress, when
strangers and ships are continually arriving and
departing, and when the community is c~ontinu-
ally changing, the most sanguine can hardly form
n Just conception of the advantages TO be derived
from keeping their business before the people
through the newspapers. 1t is, however, object
ed that but few read the advertisements in the
public papers. and that consequently they are
comparatively useless. We are not of the Opin-
ion that any one possessed of a moderate amount
Of practical knowledge believes this; ali interest
ed read them and read them carefully too. Oc-
casionally you find a man who boasts that he
never reads advertisements. But such a man
only betrays the want of brains in his head.
Now we don't mean to say that advertising will,
none, build up a business; but this we do say,
hat it is a powerful auxiliary-so powerful, that
The sheerest humbugs have through its instru-
mentality succeeded. What we deem necessary
% be possessed of in order to succeed in general
business, are, experience, cash, credit, common
sense, and publicity. The first of these is obtain
ID practically, the next incidentally, the next by
integrity. nature gives us common sense. ana the
newspaper publicity.
But to bring our remarks Il little nearer home,
t will be asked, what is the best mode for us to
oar business. In this, of course, every
merchant and every mechanic must be left to ex-
rcise his own Judgment, but perhaps a few hints
nav not be amiss. a shrewd and successful mer-
liant can be recognized as easily from the char
.cter of his advertisements and his method of add
ertising. as from his bank account. In our
community, the cheapest and best mode is un-
uestionably to employ the columns of a weekly
Iewspaper, whichever may have the widest
will, of course, prove the most remu-
If the custom Of the native population
mainly sought for, the columns of a native pa
er should be resorted to. In this art, our some
ines moderated native friends show themselves
head of us, as will be seen by the following,
hitch appeared recently in the Hae Hq'caH.
PERPETUAL BE THE ALOHA!
THE ALOHA FOE.K EAWEHANO
AGAIN MY
~ numerous friends from the eight seas. EtfxEs
- and from the four winds; from the cold MfHTte (
mist tha moistens the flower Of the l.