The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1856-1888, 1860-02-02

was, that the circulation of the Ledger advanced
from IS. 200 10 about 200, 900. and Bonner has
had the money which he risked in his venture
returned ten times over. Systematic advertising
is as necessary 70 a mans success in business, as
is his sign on his store. : hundred dollars spent
in advertising will bring a merchant or a me
chanic more custom, and increase his business
more than the same amount spent in any other
way. He may not always find an immediate re-
turn for his investment, but it is sure to come.
We hardly need say, that we consider that this
paper affords the best medium for successful ad-
vertising, that is offered here. Every notice in
serted in it. is carried not only into nearly every
house in Honolulu, but also into nearly every
hamlet on the islands. Every man on the islands
who pretends 70 think, act and do business for
himself, (and the custom of such only is worth
obtaining.) takes and reads The Commercial.
Our papers, too, are found on board of every
merchant and whaling vessel touching at this
port, and by them scattered in every port of the
Pacific, where they are leisurely perused. Those
who advertise freely are sowing seed upon the
waters, which they will reap. They make them
selves and their business known, and they Will
never complain that their business does not pay
them or afford them a good support.
We shall always aim 10 make this Journal,
what we believe it ever has been, the best medi-
um for advertising that the islands can furnish
and the increasing patronage bestowed on il, is as
gratifying to us as, we trust, 1t is remunerating
to our patrons. Advertisements excepting only
business cards, which, like a mans sign, should
be a f%xture,) should, however, never be insert
ed over three months without being renewed.
Old and stale notices of twelve months standing
are no less a disgrace to Il newspaper than they
are to those who allow them TO be thus continued.
They betray a want of system in the advertiser,
and remind every one of the shOp-keeper who
never attempts to keep his store in order, but
allows dust and cobwebs to have the mastery.
In our weekly papers, advertisements of merchan-
disc inserted for a month generally pay best, as
the charge for one month is usually only about
double that of a single insertion, while three
months is about double that for one month.
Perhaps we cannot better close this subject
than by inserting the following from Freedly's
Business Mans Assistant
Notoriety or publicity is an indispensable element
of success in the merchant, mechanic or manufac-
turer, who would give n speedy and wide distribu-
ton to the commodities and productions which he
seeks TO exchange for money. He may have capital,
skill, convenient position, punctuality, industry and
honesty-yery possible fitness for his busines-and
all is nothing if he have not sufficient notoriety.
This notoriety, let 1t cost more or less, he must pur-
chase or provide for as carefully as he purchases or
manufactures q stock of goods. But il must in ex-
tent bear n certain relation to the business he would
do. People must not only know him and his business,
because otherwise they will not find him, but they
must know him, because otherwise they will find a
trade with those who are better known. Customers
flock where they see other fOcking. If nobody else
were engaged in the same business, it would be i'm
portant for dealers to advertise, because people are
to buy what they read Of 1t is like having
n salesman with several voices, speaking of your
wares 10 thousands of people. at the same moment
such a salesman might be worth one, two, or three
dollars a year to you, according to the num-
Der Of his voices. But if others are engaged in the
same business, even if they do not advertise, it be-
comes the more important for our dealers to do so,
and if they DO advertise, it is doubly important. It.
IS in fact, ruin not to be known as extensively as our
1t is the food-tide of fortune to be the most
known.