St. Cloud Democrat. [volume] (Saint Cloud, Stearns County, Minn.) 1858-1866, 1861-01-31
Advertising.

| Advertising.
As minority Of our Merchants and
business men either do not know enough,
or are too penurious to advertise, we clip
the following remarks from prominent
papers, that the, first class may know
what is for their interest, and that the
other may know they injuro themselves
more than any one else by their :"wont.
pay-to-advertise" system. The Philadel-
phia Daily Enquirer says:
BONNER made fortune by advertising,
and scores have followed his example with
entire success. He knew that the time
had gone by for the slow, easy, plodding
business habits Of our ancestors, and that
tact, quickness, and enterprise ruled su-
preme. The public are cxacting. They
are not content, as formerly, to ransack a
number Of unassuming stores to satisfy
their wants, but rattle along our streets
to the establishment Of the dealer who
has made himself known through the col
umns of the public press. we repeat,
then, ADVERTISE! Every dollar spent in
giving publicity to your business is re-
turned, with profit uua interest, by the
consequent increase of patronage ADvER :
TIsE,
Hunts Merchants Magazine, among
other pieces eff advice to merchants and
traders says:
Notoriety or publicity is an indispensa-
BILE element of success to the merchant,
the manufacturer or the mechanic, who
would give wide and speedy circulation
to the commodities AMI productions which
he seeks to exchange for money. He
may have capital, skill, convenient posi-
ton, pune uality, industry and honesty
every possible fitness for his business .
and all is nothing if he has not sufficient
notoriety. This notoriety, let it cost moro
or less he must purchase or provide for
as he purchases his stock of goods. And
it must, in extent, bear certain relation
to the business he would do; it must be
both positive and comparative. People
must not only know HIM and his business,
because otherwise they will find and trade
with those who are better known. 10
do successful and profitable business, a
merchant must advertise-no matter what
he sells.
The example and prccept Of one of the
most successful business men America
has seen, may be worthy Of attention at
the present time; Mr.. GlRARD wrote :
II have always considered advertising
literally and long, to be one of the great
mediums of success in business, and pre-
ludc to wealth. And I have made it an
invsriable rule, too, to advertise in the
dullest times, long experience having
taught me that money thus spent is we'll
laid out as, by keeping my business
continually before the public, it has Sc
cured me many sales that I would other
wise have lost"
From the Salem (Ohio) Republican
we clip the following instructive paragraph:
LOST A SA1E.-A gentleman came
into our office, the other day, ( as they
frequently do, for similar purposes, } to
look up the name of some Book Merchant
iu Alliance. He glanced over the Times,
and not such an advertisement could he
find. The result was, more than likely,
that he procured elsewhere what the
Alliance man might have sold, had he
been sharp enough to advertise. In this
day, people expect to find such inform
alton in newspapers. What magnitic mt
managers these "penny wise and pound
foolish" business men are who don't
advertise. They know so much! .
The Chatfeld Republican contains the
following item which serves as fruitful
lesson to our St. Cloud business men
They should understand that the business
prosperity of town is generally reflected
through the columns of its local papers !;
and in that way Eastern persons judge
almost entirely of the activity and thrift
of a town. The following is the paragraph:
Wonder if Eastern people judge this
town by our advertising columns? If
they do God help those who are waiting
for an Eastern emf grafton. A man look
ing over our paper finds that the business
of Chat6eld is done through two stores
one milliner shop, two hotels, two tailor
shops, and half dozen law Offices
Promising town amt it ? But then we
assure our friends east it is better than
this show of business would indicate.
The very same is true with regard to
St. Cloud. Merchants and others appear
to forget that not only their business, but
thcir real estate is benefited by good
show of advertisements in their local.
Let our people begin Immediately and
rectify their mistake, and we will guaranty