Memphis daily appeal. [volume] (Memphis, Tenn.) 1847-1886, 1867-09-13

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Of the whole crop at present consists o.
whites, ABOUT One.fourth Of ciayed
browns, and above one-half Is raw sugar,
Few business men advertise systemat-
ically, literally and peFslstently. Those
who pay most attention to it either adj
veTtise fitfully, or with q degree OF
neglect which they would regard as cul.
pabie in any other department of their
business. What would 3 merchant be
thought OF who only opens his store now
aud then to invite and serve customers
Yet an advertisements in 8 ff~ourishing
paper is more conspicuous than ones
store, is more observed and spoken
Of, and TO withdraw IL is like putting up
the shutters OF taking down the sign.
The most enterprising merchants aud
traders ia the interior think themselves
liberal if they spend a few hundred dol
lars a year for advertising. They would
deem the farmer blind to his own inter-
ests who should be stingy in planting,
and should fail to put in seed in proper
quantity because IL costs something, Adj
vertising is the seed planting of the buri-
ness man, and stinginess here must make
the harvest meagre,
What shall be the snm appropriated TO
advertising? It will vary with the char
aeter and extent Of business. But the
smallest trade can be made more profita-
Bile, and the largest can be extended by
liberal advertising. The rule is some
times given, that as much should be paid
for advertising as for rent. This may be
too much IN some cases, too little In 9TH
ers. But every business should be kept
constantly and prominently before the
readers Of the established papers of the
district from which trade is sought. The
readers Of newspapers are the most en-
terprising and the mostinteliigent of the
population, and usually have the most
money to spend. Reach them and keep
their attention, and you create 3 current
which others will follow.
The New York Tribune states that it is
true, as reported, that a Boston druggist,
who has a speciality before the public, is
paying that establishment $4,000 a year
for advertising be 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
i%udiciods advertising he could insure a
fsrtune." This seems large, but in Eng
land such sums are hardly exceptional.
There advertising is g regular part OF
business. It 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, q handful
or circular is a direct attack; and the
person who receives it either throws it
aside without reading it, or he puts him
self on the defensive against 1t. A notice
in the favOrite paper is a flank move
ment; it catches their eye unawares
it attracts their attention at an idle and
Iistless moment; it becomes part Of the
current news. Then it is like constant
dropping. It may not be read to-day.
Tomorrow it will be glanced at. The
next week it will be looked over. Finally
il will be read. When a purchase il to
be made, when trade is co be transferred
from the former dealer, when a new
article is needed, the notice will be
hunted up, and the Inducements offered
subjected to test. One such case viii
often pay for a years advertising.
Sometimes men get along without adj
vertisiBg. Instances are given of pill
grims reaching Mecca on their knees.
1t is easier, pleasRnter, swifter to travel
by the ears. Liberal and discreet adver-
tiseing puts business on wheels, and
renders it active, beneficent to the pub
lie. and rnmuupratiye to the dealer.