The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1856-1888, 1867-11-30
Advertising and its Cost.

y successful and intelligent business man thus
writes the result of his observation and experience:
Few business men advertise systematically,
literally, and persistently. Those who pay most
attention To 1t, either advertise ttfully or with n
degree of neglect which they would regard culpa-
BILE in any other department of their business.
W hat would a merchant be thought of who only
opened his store now and then, to invite and
secure customers? Yet an advertisement in a
flOuriEhing paper is more conspicuous than ones
store. is more observed, and more spoken OF, and
To- withdraw it Is like putting up the shutters or
taking down the sign. The most entcrprisins
merchants and traders in the interior think them
selves liberal If they spend n few hundred dollars
n year for advertising. They would deem tue
farmer blind 10 his own interest who should be
stingy in planting, and should fail 10 put in seed
in proper quantity, because il cost something.
Advertising IL the seed planting of the business
men, and stnginess here must make the harvest
melgcr.
What shall be the sum appropriated to adyer-
tising! Ii will vary with the character and
extent of the business. But the smallest trade
can be made more profitable, by misunderstanding.
The rule is sometimes given that a. much should
be paid for advertising rs for rent. This may be
too much in sOIne cases, too little in others. But
every business ought To be kept constantly and
prominently before the readers of the established
papers of the parish from which trade Il sought.
Tie readers Of newspapers are the most enterpris-
ing an1 intelligent of the population. and usually
have the most money To spend. Reach them. and
keep their attention, and You will create n current
which others Will follow.
The New York Tribune states that il i true, as
reported. that a Boston druggist, who has a spec
iaity before the public, i paying that establish
mcnt ten thousand dollars a year for advertising:
he Paid one thousand five hundred dollars for the
Insertion Of one mammoth advertisement. The
TTIbuHe adds. Bonner once TaId Tie three
thousand dollars for one Insertion OF an advertise
uIent of the LedgeT. He knew that by iudicious
advertising he could insure n fortune" This
seems large. But in England such sums are hard
" exceptional. There advertising Is n regular
part Of business. IL j. reckoned as necessary AS
rent and often ten times as much is spent for il.
Advertising must be done 80 as to reach the peo-
pie whose custom l. sought. y separate sheet, n
hand-bill or a circular, Il a direct attack: and the
person who receives it either throws II aside with
against il. \ notice in the favorite paper is a
flank movement, ii catches the eve unawares; il
attracts attention at at an idle or a l~istless moment:
il becomes part of the current news. Then it is
like the constant dropping. Ii may not be read
to-day. Tomorrow it will be glanced at. The
next week it will be looked over Finally it will
be read. When a purchase is TO be made; when
trade is to be transferred from the former dealer;
when n new article Is needed, the notice will be
hunted up and the inducements offered subjected
20 test. One such case often will pay for one
years advertising.
Sometimes men get along without advertising.
Instances are given of pilgrims reaching Mecca ON
their knees. Ii il easier, pleasanter, swifter to
ride by cars. Liberal and discreet advertising
puts business on wheels, and renders it active,
TO the public, and remunerative to the
dealer.I[Loekport IN. " Journal.