Cincinnati daily press. [volume] (Cincinnati [Ohio]) 1860-1862, 1860-05-10
0f AdyerfiaiuR.

Did it never strike you, Sir, or Madame-as
the case may be-that by moderate and ju-
dicious expenditure in advertising, you could
enlarge your trade and turn new currents of
demand toward your stablishment-thereby
increasing your sales, giving your business
affairs unwonted vigor and firmness, and in
spring you with new courage, and confidence
of success? Such has been the case in thou
sands Of instances and there is no reason
why it may not be SO in yours.
Outlay in advertising is an investment.
Like all other investments, it may be made
judiciously or injudiciously. When made
with reasonable degree of judgment, fair
return may be counted on with just as much
confidence as in any other business expendi-
ture. 1t requires some courage and some
knowledge to do it right. Advertising, even
when rightly done, may not exhibit its effects
Immediately, and therefore timid people are
prone to getfrightened and pronounce against
it. They have made poor, weak, intermit-
tent trial. have not become suddenly rich
thereby, and are discouraged. They advise
their neighbors very disinterestedly, OF
course-to do as they do, and let advertising
alone.
The matter of advertising is good test of
the faith of business man-of that quality
without which great successes are never
realized. Little successes require nothing
but assiduity, narrowness-the instinct OF
avarice; great successes are won by courage,
steadiness, breadth of vision-the capacity to
wait until they are fairly earned-confdence
in the law of cause and effect as applied to all
human concerns. Advertising and reputa-
ton in business hold toward each other the
relation of cause and effect the one will in
variably produce the other. Advertising is,
therefore, one of the most legitimate of all
business investments, and no man has the
right, at this day to look upon it in any other
light.
To know how TO advertise is very much
and the skill displayed by some is in curious
contrast with the ignorance of others. Many
select the vehicle for their advertisements il
the light of their party prejudices--forgetfu
of the fact that party journal must Away
have limited circulation. Men who thu
permit their business judgments to be swayeC
will always suffer for it. They will deserv
but little return for their investments, ant
will get no more than they deserve. In tn
choice of vehicle, the question should be
Which journal can give for the same none,
the best and widest circulation? Thi
answered, and that part of the business
disposed of.
There is room for the display of skill il
getting up an advertisement; and there ar
certain men in this city, who are artists il
this respect and who have made use of it :
great advantage. They are not afraid TO pa
for the frequent renewal of their advertise
ments, thereby giving them a freshness tina
renders them attractive to the readers of tn
paper; and if they have choice as to tn
style oftypography in which they are to ap
pear, it is in the display of good taste, and tn
avoidance of every thing glaring or meretr
cious. The public loves good taste and en-
terprise. 1t gets tired of seeing the sam
thing month after month, and learns to as
/ bOClhbc olONheoo IN INC huNcTIbcT Win uI
changeableness in the advertisement.
We are saying these things for our ow
benefit and that of our cotemporaries. TIL
business men of Cincinnati, at this time, seeI
to be divided, in respect to advertising int
two classes-those who have heretofore at
vertised largely, and are now enjoying Ii
fruits of their enterprise, with as much trad
as they require; and those who are to
narrow and timid to try the same exper
ment. There are few exceptions-me
planting the seed of future wealth and pro-
perity by judicious and liberal advertising
They are in numbers only dozen or tw'
But for them, our advertising mediums migl
be discontinued, or given over exclusively
rival photographs and sewing-machines; fC
to tell melancholy truth, there are man
places of not one half the size of Cincinnati
whose newspapers carry abroad the eviden'
of business thrift, vigor and enterprise, in
much higher degree than those Of our gres
beastsd Queen Of ths West