The evening telegraph. [volume] (Philadelphia [Pa.]) 1864-1918, 1866-03-06

OF INTEREST TO ADvERTIsERs.-It is a
received maxim among business men, and
one which has been bequeathed to us by such
giants in the commercial and financial world
as GIRARD and his compeers, that the shortest
way for man to gain large custom is to
freely advertise. Such a course has always
been viewed as the surest and fastest means
of attracting attention, and, with true worth,
to be known Is all that is desired. AS soon
as customer knows that such an article is
for sale at such store, if the trldesman is
honest, he ought to be satisfied. For when
the article is needed, ten to one that the pur-
chaser sends for it to his establishment. All
this is known, but we have recently seen q
new idea started in connection with the
system of advertising, which we quote: -
at was the remark of very eminent Bos-
tonian that he regarded al advertisement in a
paper as personal invitation extended to him
to call, and added:-'While l sometimes hesi-
tate about entering a store the proprietors of
which have not thus sent their cards to my resi-
dence, always feel certain of cordial welcome
from the members of an advertising frn.'
There is in this remark an assurance of one Of
the many results of advertising. The trader and
his calling become identified, and the name of
man is inseparably connected in the mind of the
public with his merchandise. 1t may not be the
very day an advertisement appears that it bears
its fruit; weeks or months may elapse, and then,
when the want arises, the article TO be obtained
Immediately suggests the advertiser. This is
the effect OF general advertising when persist
emily followed. The object which all aim to
accomplish in advertising is an increase of busi-
ness. The nimble shilling IS what we require in
this age 1t costs very little more in the way o f
expense to carry on business of two hundred
thousand dollars than ii requires to do half that
amount. The cost OF rent personal living, and
many incidental expenses do not increase IN the
ratio OF business, while time is saved for there
is greater profit resulting from trade of two
hundred thousand in one year than Eom the
same amount, and even more, extended over
twice the space Of time. These simple facts are
well known by energetic business men, who
adopt advertising as the most powerful method
of saving time, by Increasing business, and thus
making capital doubly active. Indeed, it Is
often made substitute for actual capital.n
Here, then, is the secret of success. 1t is in
persistently keeping claims to patronage be-
fore the public. The richest men in our city
are the men who advertise most. The men
who, starting on nothing, become millionaires,
are the men who advertise freely. A persist
ent continuance Of extensive business cards
has never failed, and never In the course Of
human affairs will fail. If a man has time to
wait, then let him not take this medium of
being known. He may succeed just as well
in the end. But in our fast age, to be up with
the times requires life, spirit, enterprise; and
to such we would recommend the advice OF
GIRARD-"Never begrudge the money paid
for adveI Using, for it will more than pay for
| ITSELF"