The Bolivar bulletin. [volume] (Bolivar, Hardeman County, Tenn.) 1865-1888, 1867-06-22
Advertise

: + they 6esJow on newspapers, a source oi I'M
, meuse profik souud iadgment. system, and
J 1 iberality, should characterze their sdver-
tising. TIE New York sunday Mercury
contains an article, headed The Natnrai
History Of Various Advertisers, from which
we copy the following pertinent remarks
The SDdsn0dic 4deertissT IS Tire most
! numerous OF all advertisers. He rushes
with great eagernoss isto the harvest field
offered by advertisements. reaps q handful
or two OF grain, and then retires He Is
thoroughly convinced that advertising Is
profitable and indeed Indispensable but
he thinks that when the public have been
made acquainted with his business. thatthere
Is no use for further advertising til q ch 8nge
of season or fashion, or the removal Of his
place of business. necessitates farther
notice to the public. IL carries his adyer-
tisemeRt TO the newspape per-oaSce muuh On the
! system that some people carry an umbrella,
because the almanac announces "a change Of
season aud a prospect Of 6ne trade weather.
But as, according to solomon, he who Will
not plough because OF the rain shall reap
bat sclnty harvest, SO he that will NOT ad-
Yertise because of the lowering asoeat Of
tae financial SKY shall often experience
seantr Attendance OF customers.
/ I" The StiBgy Adgerttser IS the miser among
+ advertisers. lie sees the evidences of pros
perity resulting from advertising all around
atm, and he eovets the prizes won by this
means By others. SO he resolves to adver-
/ tise but like the haifwitted sportsman who
thought that he would only putas many shot
/ in his i0wling-piece as the number of birds
he intended to kill he determined 10 be very
/ economical IN his expenditures Ia shooting
at that coy bird the general public, and there
! fore writes out the tinies5 advertisement
with the advertised articles so jumbled
! together TO save space, that 40 one cares to .
/ deeipher it After consulting all the news
paper-ofices for the lowest rates of adyer-
tising; the 5. A finds sheet shat is Published
| for the sake OF levying black mail on a cor
p0ration or party, of which there are only
about enough printed to afford copies lor the
/ parties pecunarily Interested IN it, and its
rates being as moderate as its influence or
circulation, the s. A. leaves his ADVERTISE
ment with it, and goes back to his store in
/ great haste to hire additional clerks, and to
make preparations lest the tide of custom
should food On him before he IS ready for 1t.
After he has waited day or two he ls as
tOnished that no new customers appeares.
Hereads and reads his advertisement, sees
that his name and address are correct. and
then sits down to cogitate. Consulting a
neighbOr. he learns that he has actually
thrown away what little money he expended
on the advertisement
80 The Dingdong AdUertiser believes IN
keeping pegging away at all times and on all
occasions He views the great public as a
kind Of flock of wild pigeons, at which if one
unlimited quantities of powder and shot,
whether aim is taken or not, one is sure of
having plentiful return for his pains The
d. A. never grudges the cost Of advertise
ments he knows that the bait Is triding in
comparison to the size of the fish to be caught
He insists in having the most conspicuous
part Of the paper devoted to his notices, and
obtains 1t because he Is willing to pay for
AbuiI times Ia NOT Anrrffu fhn ID a for
he is aware that people then have more time
/ to read his e1usiOns. He patronzes all the
widely read papers, 50 that wherever the
/ public eye may turn, It is sure to meet with
one Of bis notices His advertisements arc
/ served up IN ali styles, from the plain declsr-
atOry notice of goods for sale, to the fascina-
ting paragraph commencing with the account
of a horrible murder, piece Of unctu-
Gus gossip, and ending with his name, BUSH
ness and address. He actually haRnts the
public and people are at last forced to buy
from him by his assiduity in following them
everywhere and appearing to them in every
conceivable printed shape. His wares may
be even inferior to those In the same line of
business as himself, but while they are max
ing a living only, he is on tho high road to
fortune.
4" The Judjctous AdUertiser Is the gradu-
ate of advertising experience, and his educa-
ton has been obtained at immense expendi-
tare Of money and labor The j. A. would
as soon try to live without food as without
advertising bat he is convinced that adver-
Using pabulum can be used economically.
or literally wasted. He endeavors TO be
a caterer for the public, not only directly as
regards the articles in which he deals, but
also IN the manner in which advertisements
are served up. The j A. knows that not
only must he never allow the public to forget
him. Dat that it is profitable that be should
always appear in smiling form and attractive
dress To this end he employs n profession
al advertiseme ent-wriIer, whose business it is
Co set forth his patron S wares In stvle that
viii not only catch the eye but persuade the
Judgment The }. A. knows the truth Of the
/ adage, many ma IN, many minds, and there
fore address himself by turns 10 all classes
OF the community, and varies his rotices
from the mere matter 0efact statement Of
goods and price, meant for the information
Of vulgar bargain~hunters, to the carefully
/ prepared little essay full Of historical and
F.. literary allusions The J. A. never crowds
/ his advertisements he knows that any ad-
vertisement that is painful or disagreeable
/ 20 read is seldom read, and for this reason
/ he prefers having City wo-ds spread oyera
/ hundred lines to crush into fifty lines fvo
/ hundred words. When business slaekens,
/ the }. Il. does not, like spasmodic ADVERTISE
/ ers, stop advertising de knows that the
+ fewer advertisements there are in the papers,
/ the more likelihood is there Of his lscumbra-
tions being read, and that even IN the hard
est-up times there IS ever trade enough for
+ the enterprising So he reasons, "ff my
neighbors stop advertising the public viii
forget them, and they viii have t. renew
their acquaintance afresb. even when good
times come but l shall take good care never
/ 20 slip from the memory of my customers,
and what trade is going viii come 70 me
and when business II good, my custom wiH
Increase with the growing trade"
A lake larger than Superior Is said 70 ez-
ist in the British Columbia, north Of Lake
Superior jt has as the story goes, been
concealed by the Hudson Bay Company, but
It is probable that the new government Of
Cauada win have the region thoroughly ex-