Western Reserve chronicle. [volume] (Warren, Ohio) 1855-1921, 1866-03-28
WHOLE NO 1882

:, trumpet line, and if his lungs be sound.
let him "nnake hoarse echoes till his
cheeks grow red and puffy, day sfter day
for say year. and at the end Of that
time he cannot fail to g raise the wind"
To show how a man can blow himself in
to independence, here is little incident:
i A few years ago a man in Hartford,
Connecticut, was keeping modest shoe
store in State Street, and in the old fash
ioned way would probably have got along
and made a fair living. A day or two
ago one of the Hartford papers published
a list of real estate purchased within
few weeks by this shoe dealer, the pur-
chase money amounting in the aggregate
to over $50, 900. We believe he still
keeps that unpreteDding shoe store
How has he made his money? Adver-
tising. That is the whole secret. He
has advertised far and wlde, advertised
by the column; and BY his own or bor-
rowed brains, he made his advertisements
so readable that often they were the most
meritorious literary productions In the
paper. He has kept his name before the
people, the people have bought his goods
and he is now a wealthy man.
That is not an isolated case either
Hundred Of such examples might be re.
cited in our own city; but everybody can
call some of them to mind so one more
will suffice to wind up this paragraph
gracefully A gentlemen, who is still a
young man, came here with few hun
dred dollars, and opened a store seven
teen by eighteen feet, but brought with
him what was more Valuable-thorough
knowledge of his business and of the val
ne u advertising. BE now lives IN one
of the finest houses in the city, owns
largely in real estate, is sound for we
don't know how many dollars, and is
still enlarging his business and carrying
it on with an energy and success that
cannot fail to place him high on the rolls
of the income tax list. True. his adVer-
tising expenses for the past year were
some six thousand dollars, bat no one
can visit his establishment without see
ing that it pays" q f,.-.
Truly the best trumpet IS the adVer-
tising paper. 1t is the town crier. 1t
tells you at glance where you can buy
the cheapest, and where you can sell at
the most extortionate profit. It tells
you whose hair dye is the best, and what
oil company has the most hatterlng pros
poets. and which artistic is going to play
the French Spy. The newspaper is an
epitome of the busy, lively, swindling
world, with its romance and its follies:
and the advertising columns, to a-rehec-
tive mind, are perfect chart Of the pop
ular character, just as chronological
chart is descriptive of the individual
character to a professor of the bumpy
science.
Both Commodore Vanderbilt and A. T.
Stewart, millionaries of New York, ae-
eumulated their cash by advertising per-
sistently and extensively. 1t was 8 car
dinal principal in the belief Of the former
that the highest measure of success was
only to be reached by advertising IN eve
ry paper in the eountry-thoughI 1t circu-
lated but three hundred copies Stephen
Girard, our Philadelphia millionaire,
owed most of his success to printers ink,
and used to counsel others to try the
same experiment Jay Cooke, our emil
nent Philadelphia fnancier. attributes
his success in popularizing the national
loan almost wholly to the press
of the land. Barnun says: Ad-
Vertise, keep advertising. If your ,busi-
ness is dull, advertise shd stir itup; if it
is brisk, advertise and double it. Be
sure to keep advertising" Prof. j. G.
Aver, Of Lowell, Massachusetts,, Prof.
Helmbold, Prof. Brandreth. Prof. Hollo-
way, DR.. David Jayne, and score Of 9TH
er eminent medicine men" Of the coun-
try have made their millions just by ad-
vertising. Robert Bonner, the most ex-
tensive advertiser in the world, perhaps,
and publisher of the most successful
weekly paper ever seen, frankly acknowl-
edges the secret of his wonderful good
luck" The whole country was so flooded
with the Ledger, the atmosphere was
so permeated with the Ledger influence,
that people were forced to inhale it in
spite of themselves, and so began to like
it. In this way the foundation of one
fortune was laid.
Robert Bonner seemed to be reckless
advertiser. People called him mad
Tnee was much method in his madness.
He also counted the cost; never adver-
tised recklessly. Girard did not favor
reckless advertising. To be Immediately
profitable, the thing must be done in the
proper place, in the proper way, and at
the proper time.
The proper way to advertise is in the
of a newspaper. newspaper
may circulate but hundred copies, yet
it will have at least thousand readers;
and it is the accepted reference for all
who want to buy or sell. The practice Of
circulars and distributing them
from door to door is antiquated and a
waste of money. Circulars slipped under
the door at night are always swept out Of
the dooor petulantly by Bridget in the
General epistles to the lady of the
house" reach the eyes of the lady of the
house not once in hundred times. The
proper place to advertise is not against
fences, or rocks, or railroad bridges but
in the columns of journals with the lar
gsst circulation-and m the columns of
every respectable journal. Artemus
Wand acted on this principle in bringing
his ''wax fggers" into public notice, and
no man is more famous. But better than
iame is fortune, and both lie within the
grasp of all who are shrewd enough to
simulate the example of Girard, Jay
Cooke, Cornelius Vanderbilt and Com
Dany.