The Wheeling daily intelligencer. [volume] (Wheeling, W. Va.) 1865-1903, 1867-02-26
a Few Hints to nu.lne.s Men.

Two tIlustrious instances of the pro6t
of advertising are furnished by the his
tory of Barnum's Museum with its in.
cidental enterprises, and Bonner's New
York Ledger. Each of these mer
started with only few hundred dol.
lars. Barnum shouldered a debt o.
$50, O,00O. and in ten years had cleared il
OFF, and amassed half million. He
probably paid another half million fol
advertising. Bonner invested u little
OF his money in getting out the first
number OF his paper, and the rest in ad
vertisinS it, and behold! in ten wears
I he drives $1,000 team of his own or
broadway, circulates 400, 900 copies OF
his weekly paper, and Iuxuriates in a
fortune that would satisfy a nabob
DIR. Townsend started with a receipt for
making SarsapariIla (some thought out
OF molasses and water,) and in five
years he was dwelling in a palace OF
his own, costing 500, 600, with a quarter
million behind for its support: and
these instances could be extended dd
tl6ltu1I. In fact, the whole commercial
economy ofthe age is based upon the
diffusion of commercial intelligence.
What journalism is to literature OF
government, advertising is to trade.
The chief advantages of advertising,
1t must be remembered, lie in so dis
playing the matter that it will catch
the eye of the reader. An advertise.
ment not read is of no value to the ad-
yertiser, and quite unsatisfactory to the
publisher. Merchants, therefore, should
pay for space, rather than type; and in
arranging the matter, put it in such
shape as will excite the interest of the
reader, and lead him TO inquire further
IN examination of the business.
AnvaFtiSinU n ha .
tive, must be constant-unceasing
Some dealers think il enough TO insert
their card just previous to or during the
periodical seasons OF trade. This is a
mistake Some merchants decide
where to buy before they leave their
MONIES and during the intervals of busi-
ness. When the business season COM
mences their attention is too much en-
/ crossed by other matters to permit
them to mature any new plans. Stephen
Gtrard owed his fortune in a great
measure to judicious advertising all the
year round, and so are thousands OF
others rolling up large fortunes now.
out OF sight out of mind" This
maxim is eminently true in trade.
Those who are most in sight by means
OF spacious structures, attractive signs,
or conspicuous advertisements, will
sell the most goods. Those who keep
big stocks out of sight may enjoy the
PASASuAS VI contemplating IneLn, out
will not sell them.
Again to make advertising pay, 1t
must tell the truth. Its assertions must
be verified on call. If it promises TO
sell good calf-skin boots at six dollars
a pair, such bargains must be given.
10 draw customer in and cheat him
once may be easy; to repeat the trick on
the same person IS game not usually
played. Cheating Is based on the prin-
ciple that 1.-THE fools are not all dead -
and are continually increasing, but the
obtaining and keeping customers con-
stltutes an art worth a dozen of that
foolish sort. To keep customers is the
art of merchandise that counts; and it
Is based ON the two principles of cour-
tesy and honesty in dealing with them.
There is more friendship in correct
trading than is generally supposed.
All honest merchants ought to calcu-
late somewhat on this element in per-
manent business arrangements; and as
basis for permanency, the advertise
ment should specify only the truth.
Finally, it is best in advertising, to
bring only one article, or at most ONLY
few articles, before the public at once.
Short, well-displayed, but frequent ad-
yertisements are the best. II the same
trm wish to advertise six different
things in the same issue of the paper,
II IS better to put in six advertisements
in different places than to crowd them
all into one long advertisement. Put
them into the best attainable places in
the paper; give each a clear display;
don't haggle about the price; and If
they are put in the right spot, they will
pay Tor any reasonable outlay.