Marshall County Republican. (Plymouth, Ind.) 1856-1878, 1864-11-24
THE RESULTS OF ADVERTISING
CHAPTER I.
ANYTHING over. Benz?

Anything over, Benz
Not a dollar Just pail ms bill for al
vertising, which has pretty much cleaned
me ont
How much?'
'Forty-two dollars and twenty-five
cents
ben. don't'likc TO tell you that you
are he biggest fool ON the street; Lut you
are
wait, Joe. and see,' returned the other
with confident smile.
'Forty-two dollars for alvertising,'
The applicant for anything over gave
peculiar whistle to define the length,
breadth and depth Of his aston>hment.
This conversation occurred in the store
of Benjamin Weston. young and enter
priSipg merchant, who had JUST commenc-
ed business on his own account. The 9th
er person. who, to use his own classic ex-
preston, was "bang up" and wanted TO
borrow fifty dollars to make up the
amount of note due that day, was Joseph
I Weston. a cousin of the other. They had
been playmates in youth and staunch
friends in maturity. Though there was
great diversity of opinion on some topics,
strong sympathy existed between them.
They had commenced business at the
same time, and under nearly the same cir
cumstances. both being obliged for the
want of sufficient capital. to mortgage the
stock in their respective sto,es.
Thus far they had done well; and the
prospect was that they woud become
wealthy and distinguished merchants
They had married sisters, anl occupied
tenements in the same block Their
houses were furnished in substantially the
same style, and with no material difference
Of expenditure. Both nal been brought
mp to business habits and educated into
the principles of rigid economy
'Fortytwo dollars for advcrtising,' re-
pea,eG Joe.
And if had the money to spare
woud spend double that sum- replied
Benjamin.
What benefit do you exrect to realize
from il?'
.You are behind the times. joe. Bene.
fit! What a question: expect to make
my fortune 10y it,
Look at Brandrcth and SWAIN
'B th humbngs'
No matter for that: If these fellows have
been able 70 make princcly fortunes by adj
verti>ing humbugS, how much more so
will he who deals in substantial realities
'All CANNON!
|. I'VE differ; time will tell who is in the
right
Seriously Ben. yon will ruin yourself
If you 60 on in this M nner. Forty-two
dollars quarter for advertising!
i shall spend hundred the next quar-
ter
.Don't do it. Ben
How does it happen, Joe. that yon are
in the street borrowing money? | never
did sucb a thing since l commenced bust
ness
How does it happen. Ben, that you
haven: g't any money to lend?' asked
Joe. with 4 smile.
because spent it in advertsing.'
Better have spent it for opera and
2:4O's.'
Wait, joe wait
Il spent nothing for Advertising; Int ]
will bet you the oysters my sales for the
last quarter were as large as yonrs.'
Il will take you on the next qnarter.'
why not on the last?'
advertising is SOMEWHAT like planting
potatocs; you must wait for the crops
Don't believe in it. Ben. When |
have a fifty spot that don't know wha.
to do with. | shall put it into my family.
buy library, new sofa. or something of
that sort. l should rather go to the
White Mountains with it than to throw it
away upon newspapers
You don't know your own interest.
Jae.'
Don't 1? Some kinds of business
might thrive on advertising but ours new
err Do you believe the women look in
the newspapers before they so shopping?'
We'll, there was lady in here Just
now, who said she saw such and such
goods advertised by me-
'P>haw! and on the strength Of that you
intend 20 spend fifty dollar. more in advcr-
tisinsl Ben. you are crazy" and Joseph
Weston turned upon his heel and left the
store, assured in his own mind that has
friend was going to ruin.
In his estimation such loose prin,ipIes
would eventually bring him TO bankrupt
cy. But Ben was his friend aud he deep
ly cominserated him because he elung to
such weak and perncous doctrines.
49,