Nashville union and dispatch. [volume] (Nashville, Tenn.) 1866-1868, 1867-08-11
ADVERTISING AMI hrs COST.

The Utica Herald has the following SEN
sible article on this subject. We commend
it to the attention of all classes of business
men:
Few business men advertise systemati-
cally. literally and persistently. Those
who pay most attention to it, either adyer-
tise titfully, or with a degree of neglect
which they would regard culpable in any
other department of their business. What
would merchant be thought of who only
opened his store now and then to invite
and serve customers? Yet an advertise
ment in a Furnishing paper is more con-
spicuous 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 enterprising mer-
chants and traders in the interior think
themselves liberal if they spend few hun
bred dollars year in advertising. They
would deem the farmer blind to his own
interests, who should be stingy in planting,
and should fail to put in seed 10 proper
quantity, because it cost something. Ad-
vertising is the seed planting of the business
man, and stinginess here must make the
harvest meagre.
What shall be the sum appropriated to
advertising? It will vary with the char
acter and extent of business. But the
smallest trade can be made more profitable,
and the largest can be extended, by liberal
advertising. The rule is sometimes given
that as much should be paidfor advertising
as for rent. This may be TOO much in some
cases, too little in others But every
business ought to be kept constantly and
| prominently before the readers of the es-
tablished papers of the parish from which
trade is sought The readers of newspa-
pers are the most enterprising and the
most intelligent of the population, and
usually have the most money to spendi
Reach them, and keep their attention, and
you create a current which others will fol-
| low.
The New York Tribune states that it is
true, as reported, that Boston druggist,
who has specially before the public, is
| paying that establishment $4,000 a year
for advertising he paid $500 for the in
| sertion of one mammoth advertisement
| The Tribune adds: Bonner once paid us
| $4,000 for one insertion of an advertise
ment of the Ledger. He knew that by
| iudicious advertising he could insure a
/
land such sums are hardly exceptional.
There advertising is a regular part of bust
ness. 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, a handful or circular, is direct
attack; and the person who receives it
either throws it aside without reading, or
he puts himself on the defensive against
it, A notice in the favorite paper
is flank movement; it catches the eye
unawares; it attracts attention in an idle
or listIess moment it becomes part of the
current news Then it is like the constant
dropping. 1t may not be read to-day. To-
morrow it will be glanced at. The next
week it will be looked over. Finally it will
hsTead When purchase is to be made
VIXEN trade is to be transferred from the
former dealer; when a new article is need
ed, the notice will be huntad up, and the
inducements offered subjected TO test. One
such case will often pay for years ad'
vertising.
Sometimes men get along without -ad-
vertising. Instances are given of pilgrims
reaching Mecca on their knees. 1t i:
ersier, pleasanter, swiiter, to travel by cars
Liberal and discreet advertising puts bust
ness on wheels, and renders it active, ben.
efeial to the public, and remunerative Il
the dealer.
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