The Evansville journal. [volume] (Evansville, Ind.) 1866-1870, 1867-04-22

OuA 1S~S-C~S- - 40 luSS ac oRRAASeS-~
to Evansville as it is to Chicago:
.s Don; you remember, said a
prominent business man to US yester-
day, that in 1861 we came near going
to the WALTZ" Yes" And what
do you suppose saved us from doing
so? I'll tell you. We set apart a
certain proportion of our daily re-
ceipts to be employed in judicious ad-
vertisipg. We owe our financial po-
sition to-day to this mode of invest
ment and to the fact that we did not
advertise to do what we were not pre-
pared to do, and did not intend to do,
For next in importance to letting
people know what you can and will
do for them, for a fair consideration,
is the doing of it. " ne = is',,ss.sf {
I'VE do not feel authorized to name
the party to this private conversation,
but we know the facts to be as stated.
And this gentleman gave, In a con-
disc way, the secret of the business.
success Of more than one Of the lead
ing firms in trade in this city. And
the philos0pfy of advertising ei5un-
dated above is a sound one. Men
Who fail from excessive advertising
are those who fail TO make good their
promises and meet the expectations
Observation-Disclosures are intended to-
excite. But no man has ever lost
money by advertising who. published
the fact that he was prepared to do
business, stated what he was prepared
to do, and did precisely what his ad-.,
vertisements promised, or more, if he
was doing a kind Of business at all
related toithe public wants. Every
business man knows this to be- true !
Again, aside from any interest j
publisher may have in the profits to ]
accrue to him from advertising-and
this article is written entirely indie
pendent of any such consideration
there is no investment which ben
efits and increases the aggregate bust
ness of city like the daily exhibit of
its resources for trade in the columns
of the newspaper. The business man
who is so shallow as to believe that a
sign enohis store, and samples of his
goods in his windows, adyertises his
name and business, and is of benefit
to him as a tradesman, is very nearly
related to the man who. believes adj
vertisements In a newspaper do not
pay The perambulating public who |
thrOng the streets are attracted and |
guided by the signs and samples; so |
the business. man and the members of |
his family, at home, on the railway, in |
the hotel, or wherever Chicago paperI
goes, @disceyer~or~ fail to discover /
where they can. get what they want,
according to the fact whether that |
class of trade is advertised or not. It'll
is also fact which every persons ex-
perience will confirm, that advertise
ments not, only show how wants NAV L
be supplied. butasuggest wants to be
supplied They help people to dis
cover what may add to their comfort, I
Dr. prove convenience, or ornament, I
Or qualification, the existence whereof
hey may have been ignorant. Ad-
refreshments not only help to secure
.rade, but they beget trade, just as
nan may enter store without intent (
% purchase any thing. but seeing
something, wants it and buys it.
Scarce day passes that the edito-
'ial rooms of the Republican are not
Tisited by gentlemen desiring to see
st. Louis, Cincinnati, ST. Paul, Daven-t
bort, or some other paper from some
,ther town, for the purpose of obtain 7
ng information from its advertising
columns. : We doubt not Chicago 4
,apers are sought for in other cities
or similar purpose But it is our
observation that there is no town of
,qual size, and with half the resources
or trade that does not more fully
ldvertise its business through its 1
newspapers than Chicago. And no |
natter how energetic our business
men may be, how omnipresent may
,e the army of Chicago drum |
ners, how literally other means +
# advertising may be used, the BUSH
less resources of this city are estimat-
d abroad largely by the statement of
he same in the columns of its dailies.
judged by this showing, it is not the
,lace to find goods, manufactures,
books, medicines, notions, groceries,
and wares of every name
md character that we know may be
ound here, We predict the time
will come when the effect of this poll
y on the part of our business men
will be felt in the aggregate trade of
he city-when there will be a radi-
al change in this respect-when the +
laily newspapers will be daily bust
less directories, and more generally t
md satisfactorily consulted as such
han they now are" So ~ s5fa
q RANKING.