Memphis daily appeal. [volume] (Memphis, Tenn.) 1847-1886, 1868-09-04
FORTUNES.
How They are Made and by
Whom.
To Business Men.


By q reference 20 the books and the
monthly reports of the Collector Of In
ternRl Revenue, 1t will be found that the
firms and individuals who have made
the highest returns, are those whose
names are most frequently brought be-
fore the public in the advertising col
umns of the daily press OF the city. We
adverted to this fact some time ago, In
speaking of the house Of B. LOwebstein
& Co., whose sales were, in one month,
ten thousand dollars more than those OF
any other dry goods house in Memphis,
success of this hose, and of their enor-
nous trade, il examined carefully, will
be found identical with that of every
successful merchant of our country.
ASK the millionaires,n says a cotem-
poTary; ask the half m~illionaires; ask the
merchant princes; the patent medicine
men ask Bonner, OF the Ledger; Bar
num-, the showman-the exhibitor OF
wOOlly horses and bearded women ask
common sense and reason how fortunes
are made in these days OF pro-
gress, and the selfssme answer will
be given BY ADVERTISING, by embia-
coming their names in the newspapers
by spreading their business before the
people, by heralding their goods, wares
and merchandise to the world, and let
ting everybody know who they are,
where they are, what they have to sell,
aud how they sell ii. ADVERTISING ls
the true philosophers stone, and they
have found il, and they use it. Printers
ink is the Elixir auri,n and the printer
the slchemist who converts it into shi-
ming gold.
Nor when notoriety and prosperity
have been gained, or 8 fortune secured,
does the wise merchant cease to use the
means that he seized hold Of to assist
him in his first step towards wealth he
regards advertising as : never ending
ladder to a limit that is never reached
q e by which the most extensive
business y always be increased. Be
D times are dull, and collections hard
to make, and retrenchment the order of
the day, he does not, las many of our
merchants, who think they are wise, did
during the psst dull times,) cut down his
advertising bills. On the contrary, IS a
general thing he increases them. Look
al the example of the house that we re-
ferred to in the outset, as an example.
In the midst Of the very dullest and hsrd-
est time Of our dull and hard summer
they advertised to the extent Of 8 whole
column, and often more. The cOnse-
quenee was that their twenty or thirty
employees were kept busy all the time.
There is also q vast difference in the
manner of using this philosophers
stone,n by which by some it is made to
yield far more richly than by Others.
We have no doubt that there are houses
that use quite as much, nay even more,
printers ink than the model that We
have quoted, but they were not so judi
ciOus in the mode Of using 1t. Many
have an idea that posters, hSndbills and
circulars are the best mode OF ADVERT
sing, and accordingly apply their prin-
tsr's ink thus; but they err. Ask the
men that we have quoted and they will
tell yoU that one well written nc
tice in q s,a-ling, first class news
paper is worth one hundred times
the amount paid for the same
thing gotten up 10 the form Of 3 circular
or poster, and does not cost oue-tenth as
much. It needs no argument to prove
this to any one who will reflect 8 mo-
ment. Every copy Of the edition Of the
D that contains the notice or adver-
tisS9ent, is read by many persons where
q circular il read By but one. Thus to
reach the same number Of readers as
would be reached By 8 notice in the AP-
PEAL would require thirty or t~hlrty-tive
thousand circulars! In addition to the
cost OF printing, calculate the postage,
the envelopes, the trouble Of addressing
and sending off this las Of circulars,
and see how vastly superior in every re-
spect q newspaper is as an advertising
medium.
The public OF this day operate by agen-
eles. What the locomotive is to the
train, newspaper is TO commerce. Those
who wish 20 succeed must make use Of
it, or they will be left behind by those
who do.
The Fall is upon US, and the staples Of
our country are coming TO d market.
Business and trade are again commene-
ing, and those merchants who wish to
get their share must advertise NOW, and
the APPEAL is as good If not the very
best medium that they a find to do 1t
in. Verb. sap. sat.