The Lancaster gazette. [volume] (Lancaster, Ohio) 1863-1886, 1866-03-08

IL 81 l.
LAS & CoLEs-the enterprising dry
goods dealers Occupying a pearly cen!
trail location jn the Tallmadge block.
have hit ppong the true line of policy
for extending their business. In this
we mean no disparagement to other
business men or firms Of our city. We
wish them well, every one, as being
part and parcel Of, md contributing to-
the general prosperity of our city
We profess no ability to teach any Of
them how TO better tho management
of their affairs-bRt as TO the prefer
ence between two systems which are
in vogue among US, we have our opin-
ion, and feel inclined 10 express it,
Ono system is that which depends
wholly upon the slow coach method Of
stationary advertising, by means of the
sign board over the door,-sometimes
assisted by an upright plank alongside
the entrance, covered with q list, in
chalk, Of articles sale,-apd devices
of a similar kind. Tbeother system
is that which, in addition to the ordi.
nary sign, proper as a conspicuous in
dex Of the locality of each place Of
business, makes use Of. the public press
to disseminate to every nook and cor
ner of the community, knowledge OF
the inducements offered 10 secure the
trade of customers. This may be called
the active, hue system, in contradistinc-
tiontot the stationary torpid system of
advertising, The newspaper as q gen.
eral thing, reaches the greater portion
Of all classes whose custom is at all
desirable-whilc every roll Of calico,
every package of goods, sent out from
a store, may be made, withthe aid Of
the printer, n vehicle carry the i'm
portant information where and Of whom
may be obtained the best and cheapest
wares, to the very spots Tikcly to give
the most satisfactory returns. .Messrs.
BLACK & Coles know how this is
done; and Others may easily learn,
Another consideration is worthy the
attention Of commercial men and me-
chanics. Great changes are in prog
ress, and to- continue indefinitely lin
the population ofthe country surround
ing US. Old citizens removing, new
ones arriving, is likely to be the order
of the day for years. All well.to do
new comers will Of course at once sub
scribe for a county paper and in this
their eyes will first meet the names of
our most enterprising business men,
and the information where TO find
them Itwould undoubtedly be safe
prediction to say that the most popu-
lar and successful merchants of the net
distant future will be those who most
diligently use the intervening time in
cnltivating the acquaintance of desired
customers through the medium of the
press. A present established reputa.
ton and almost universal acquain-
tance might be sufficient, were the
always to remain fixed and
unchanged. But under the circum-
stances likely to rule hereafter, this can
be regarded as but an uncertain dc.
pendence.s
The advertising columns ofthc news
papers Of the county seat are general
ly looked upon as indices of the busi-
ness andSprosperity of the community
wherein they are published but the
non resident who should depend upon
this standard in the case of our city
and county would get bat an made
luate notion Of our truo condition IN
those respects. He would find no cv-
idenceithat our city Of fyethousandin'
habitants contained more than two dry
goods stores, and a similar proportion
ofthe other various kinds of business
and would be apt to set itdowh as an
place to migrate to.
II all our business men should adopt
and habitually pursue the system prac-
Iced by Mcssrs. DOUGLASS 4 Coles, fit4
would, it is true, be a decidedly good
thing for the printers; but it would, at
the same time be better thing for the
business men themselves, and tor the
city. The sum thus added yearly to
the general prosperity, might be count
cd by thousands Of dollars, Such is
our candid opinion. ,-@'
Messrs. DOUGLASS $ CoLFs d.. not
need our wislies for their success,
(though they have our hearticst) for
they arc taking the surest means Of
M, u 80 I -,