The western Democrat. [volume] (Charlotte, N.C.) 1852-1870, 1867-09-24
ADVERTISING AND ITS COSTS.

Few business men, says the Utica Herald, ad
vertise Systematically, literally, and persstently
Those who pay most attention to it either adver
tise ftfully, or with degree of neglect which
they would regard culpable in any other depart
ment oftheir business What would merchant
be thought of who only opens his store now and
then to invite and serve customers Yes an ad
vertisement in Aourishing paper is more con
spicuous than ones store, is more observed and
more spoken OF, anu to withdraw it is like put
ting up the shutters taking down the sign
! The most enterprising merchants and traders in
the interior think themselves liberal ifthey spend
few hundred dollars a year for advertising
They would deem the farmer blind to his own
interests who should be stingy in planting, and
| should fail to put in seed in proper guam
tity because it costs something. Advertising is
the seed-planting of the business man, and the
stinginess here must make the harvest meagre.
What shall be the sum appropriated to adver-
Using? 1t will vary with the character and ex-
tent of business. But the smallest trade can be
made more profitable, and the largest be ex-
tended, by liberal advertising. The rule is some
times given, that as much should be paid for ad-
vertisng as for rent. This may be too much in
some cases, too little in others. But every bus-
ness should be kept constantly and prominently
before the readers of the established papers of
readers of newspapers the most enterprisng
and the most intelligent of the population, and
keep their attention and you create current
which others will follow.
The New York Tribune states that it is true
as reported, that a Boston druggist, who has
speciality before the public, is paying that estab
lishment $4,000 a year for advertising; he paid
81, 500 for the insertion of one mammoth adver-
tisement. The Tribune adds: "Bonner once
paid us SO 900 for one insertion Of an ADVERTISE
ment of the Ledger. He knew that by judcious
advertising he could insure fortune" This
seems large, but in England such sums are hard
ly exceptional. There advertising is a regular
part of business. 1t is reckoned as necessary as
rent, and often ten times as much is spent for it.
Advertising must be done so as to reach The
people whose custom is sought. A separate sheet,
handbill, circular, is direct attack; and the
person who receives it either throws it aside with
out reading it, or he puts himselfon the defensive
against it. A notice in the favorite paper is a
flank movement; 1t catches their eye unawares;
it attracts their attention at an idle or lis:ess
moment; it becomes part of the current news.
Then it is like constantdropping. It may not be
read to-day. To morrow it will be glanced at
The next week, it will be looked over Finally,
it will be read. When purchase is 10 be made,
when trade is to be transferred from the former
dealer, when new article is needed, the notice
will be hunted up, and the inducements offered
subjected to test. One such will often pay for
years advertising
Sometimes men get along without advertising.
Instances are given of pilgrims reaching Mecca
Oh their knees. 1t is easier, pleasanter, swfter
to travel by cars. Liberal and discreet adver
tising puts business OH wheels, and renders it ac
tive, benefcent to the public and remunerative to
the dealer