The Union and journal. [volume] (Biddeford, Me.) 1858-1882, 1867-05-10
TO BUSINESS MEN.

s. Niles. Esq, Of Boston, the propri-
ctor oi the oldest and one OF the best AL
vertising agencies in America, has publish
e,l little pamphlet which ought to he in
the hands Of every business man in the
country. We copy somewhat lengthy
extract from il, intending to make use Of
its contcnts more freely hereafter
To tile merchant or dealer who is sure Of
his ability To I'LL orlers on the most iavora-
BILE terms the attainment ofan adequate
publicity is the matter OF primary concern.
lfhis circle Of trade is properly the Com
~ in which he lives, then he should tnkc
rffectual measures To let every family 10
thar County know what he sells and on
what conditions. Il Is Idle to speak Of the
cost IA nm inpe,liment-he might as well
object to the cost Of sheltering his goods
from hal weather, protecting them from
thieves, or dealing them ont TO the CUSTOM
ers. All the other cost of his business n
incurred without adequate motive or return
20 Ion. rs the essential element Of his bus.
mess is neglected or scrimped. lfhis To-
cation and his stock only cntitle him to ex-
Ihtt CUsVuIt W Htb oWU
heighborhood, then be should incur the ex-
pense of fully informing that locality. Just
81 with wholesale merchant who aspires
tn a custom cocxiensivc with his State, his
section, or the whole Union. lfhe Is pro.
pared to satisfy so wide demand on fav-
orable terms, tue eNpanse Of apprislng
those whom he desires for customers Of
the nature ofhis business. the character OF
his stock, the range oi his prices. and the
reasons why he could he dealt with, Is one
which he cannot refuse TO incur without
gross incompcicncy, and ruined prodgality.
Nv thus refusing, he increases his expen-
ses for rent, light and fuel, clerk-hirc, Sc..
from half n per cent. To three, tive and in
some cases ten per cent. ON his aggregate
sales. AMI renders il morally impossible that
he should sell at profit and ut the same
time sell ns chsaply as his more enicrpris-
ing and capable rivals. In effect, he con-
fesses defeat AMI ipcapaciiy. and retreats to
the rear n,nk OF his vocation.
Some men who know enough to advcr-
tisc are vet 90 narrow rs to contine their
advertisements to journals Of their own
creed Of party. If,hey do not choose TO
trade with any but men Of like faith, this
Is wise but if they desire to have the
whole public for customers, 1t Is other
Wise. .n,fer - Fl. f'r. D. 49, 4.
There is a large class who delight to
shine in newspapers and placarls rs wits
anil poets, and announce their wares In
SECONDED nnd Jokes, or in doggercl tit to sot
the teeth Of a dull saw on edge IL they
object is notoriety ola laugh, this is the
way tn attain il. bur if Il DO business, u
would seem better to use the language oil
business. Leave clowns jests to the cir
Gus, and let sober men speak a. they act,
with dircctness aud pccision. The fewcst
words that will convey the advertisers
ideas are the right ones.
Men Of business AFRO hardly aware OF tho
immense change which few years have
wrought in the power Of the Public Press
a few yoars since, circulation often
thousand copies was very large ona for q
daily paper; now there nre jnurnals issu.
ing forty 10 seventy ,b"nsaad copies daily,
while lists Of icn to twenty thousand arc
frequently and rapidly increasing. As n
general rule. nm advertisement In paper
now will moet the eycs OF four 10 ten
times "a many persons n like announce.
n,cut would have done twenty years. ago.
Its easy to place one 10 single paper,
where il win meet the eyes Olive hundred
thousand persons within one week. or ny
using hall dozen pspen, tn Challenge the
attention Of million Of persons When Il
- practicable tn attain such publicity at The
cost ofs few dollars, and when tost,e 'sc-
n,aiiy - Obtain Il, isow eaii tlsoSs who ne
sL.ct ID cxpsct 10 bsild up q now business,
An oldepne may snbsist, until its cvssomcrs
gradually drop ofrby death or removal but
be who would build up a bushes now
nast y In like Inc tune, ''and Improve tho
Advantages ID ,oflecs. ofsseusss among
these is The facility pow, ~ cheaply afforded
Sor general Advertising. To neglect IT, y