The Pulaski citizen. [volume] (Pulaski, Tenn.) 1866-current, 1868-04-03
Advertising-Its Cost and Bsnests

Ii is g notorious facs that the business
men Of Pulaski ere deficient 10 tact in the
matter ofadvertising. There are few liberal
advertisers among them. and they do not
properly appreciate it's value snd under
stand how to advertise sdVantageously.
Without running the risk, we hope, of
being considered entirely selfish, we wish
to make few suggestions to them in re-
gard to the benefits AID cost Of advertising
and the manner in which it should be done.
Instead Of putting in short card, as
most Of them do who avail themselves of
its advantages at all. and suffering it to re-
main unchanged the year round, they
should advertise literally and persIstently,
changing The style and matter Of their card
ss frequently as circumstances will admit.
Neither should they advertise spasmodical-
y, but should keep their business always
before the people. A sagacious merchant
would not think Of closing up his store and
only opening occasionally to serve his Gus.
| toners, yet an advertisement in the paper
is seen greet dea; Oftener by those to
whom be expects to sell than is his store,
and 20 withdraw il for a single week is like
ly TO prove more disastrous to his business
than closing up his house for the Same
length Of time. A cotemporary remarks
that advertising is the seed planting of the
business man and stingiuess here must
make the harvest meagre.
But the question is frequently asked.
how much should be expended iu advsr-
Using? Another journal replies that sh is
should vary with the character aud the e1.
tent Of business. But the smallest trade
can be made more profitable and the lar
gest can be extended by liberal advertising.
The rule is sometimes given that as much
should be paid for 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 be-
fore the readers Of the established papers
Of the parish from which trade is sought.
The readers Of newspapers are the most in
selligent Of she population, and usually have
the most money to spend. Reach them,
and keep their attention. aud you create
current which others will follow.
The New York Tribune announced some.
time last yesr that Boston druggist, Who
had 8 speciality before the public, was paw
ing that establishment forty thousand dol
lars year for advertising be paid $500
for the insertion Of one mammoth advertise
ment.
The same paper says that Bonner once
paid $4,000 for the insertion of sa adVer.
tissmsnt Of the Ledger. he knew that By
judiciOus advertising be could insure for
tune. This seems large. bat in England
such sums are hardly exceptional. There
advertising is a regular business. Il is
reckoned as necessary as rent. and often
ten times as much is spent for IT, Adver-
tisiBg musl be done so as to reach the peo-
pie whose custom is sought. A separated
sheet. hand-bill or q circular is a dirsc.
attack AID the person VINO receives il si.
Their throws It aside without reading. or hs
puts himself on the defensive against it,
A notice in favOrite paper is = fank move,
ment It catches the eyes uuaWaEes il At.
tracts attention ia an idle or lictIess mo,
menti IL becomes part Of the current news.
Then It is like the constant dropping ; it's
effects will be felt sOonsr or later.
Instances Of sueosss in business without
advertising are pointed 70 "a an arRuu ant
sgainsi advertising. We will not deny thar
there have been such instances, but ghey
are the sxcspii0n, not the rule. Merchants
can visit Nashville on foot. make their par
chasss, and return with their wares ia road
wagons bat it is mach easier, cbsaper and
sHiftsF % 80 aad return By steam. Lbs
raj aud discFset advertising puts business
Q wheels, aud renders it sctiYs, beusEcial
to the public aud Femunerstiys to the sd.