Daily Nashville patriot. [volume] (Nashville, Tenn.) 1860-1862, 1860-08-25
AdvcrIIsiua-An Article for Business
Men.


We find the following excellent article on
advertising in the Louisville Journal of yes
terday. and would respectfully commend it
to the business men of Nashville:
1t is singular fact that but one firm Louisville
desires the rich trade Of Logan and adjoining Counties
or the others penuTioUs 10 advertise That
solitary firm is Nessrs- Prather & smith, whose card
viii be found IL to-day IS paIer-h"sSetU'ue Herald
There is a grave truth concealed beneath
this sarcasm from our friend Oscar c. Rhea.
Esq. If our people want the trade of those
localities opened to US by the Nashville and
the Memphis Branch railroads they must adj
vertise in the papers all along the routes.-
To show the difference between the vigorous
and the imbeciIe policy, the Philadelphia
PeinsylUdnian compares the manner of con-
Quoting business and the efforts used TO pro-
cure trade in that city and New York. In
the latter city everything is done in the dd
cGy,aHd7,1a style. The merchant who at vast
outlay fills his rooms and stocks his shelves
with the worlds merchandise, no sooner
! does so than he sets abOut attracting the
attention of customers by every device and
| display known to the trade. The front of
the building he occupies is covered up with
signs, informing the passers-by of who he Is,
and what he has for sale; from his windows
stream samples Of his goods, and everything
around and about his establishment betokens
that he is determined no one outside shall
remain ignorant Of what is TO be found in
side. This display being made TO attract the
attention of the passers-by, he then takes
| steps to invite the notice of those who do not
pass by, and those who dwell abroad, and to
| this end be seeks the advertising columns of
the press. This he does, as he docs every
thing else, upon an extensive scale, and the
weII-flled columns of the New York papers
tell with what spirit he does it. He does not
stop to inquire, when about 10 advertise his
wares. what the political principles of the
paper are; that is no part of his concern, as
he is after customers. He knows that, no
matter what mans political opinions are,
he must have goods, and he is just as ready
to sell to one opposed TO him politically as to
one of his OWN creed, and therefore he
spreads his advertisements around without
regard to political likes and dislikes. The
consequence of all this is, that be makes
trade and has ready sale for all be offers,
and continues to give to the city, of which
he is part. the character for go-ahead-ative-
ness which itenjoys.
Very differently is it done in other places
where the vast majority of those who are en-
gagged in trade seem to imagine that when
they have filed their stores, their work is
done, and sub siZentio, they await the calls OF
the trade. Instead of attempting the out
ward displays of the former city. they retire
quietly TO the snug reccsses of their marts'
and hope to make much gain by ''hiding
their light under a bushel.v When they do
think it advisable to call attention to their
stocks by advertising, most of them are par
tieular TO see that the conductor of the pa
per agrees with them politically, as though it
would be altogether cut of place TO apprise
any Others than those of their own political
faith that they have goods to sell. How alb
s1rd is this, and how un-business like
How blind to their own good, and
how Unwise in Iheir course the results
of the different system in New York
CITY Iuuy prove NOi HSSu VIC 81 'H"t
far to see il, for we can find it here in our
midst in the personal success of those of our
merchants who have followed the example of
their fellows in the former city. The man
who advertises and thus informs both buyers
and consumers where their wants can be
supplied, always has succeeded and always
will succeed. Liberal advertising is IT, lie
OF business, and he who does most at it can
always do most at anything else. If our
merchants would reflect properly upon these
matters, they most assuredly would adopt a
different course.
The merchants efforts 10 attract trade |
should not end with advertising in the local
papers. Wherever he can make his business
known in localities which depend upon Lou
isyille for supplies, there, too, should he adj
vertise. We fad that the circulation of the
Journal increases, by a natural law, with the
extension of railroads, and that our readers
become more deeply interested in the news
from points ON those roads. This shows the
reciprocity of feeling that will soon be es-
tablished if our merchants extend their ad-
Yertisiug.