The Kenosha telegraph. [volume] (Kenosha, Wis.) 1860-1888, 1869-07-29
The Right Way to Advertise.

From the Chicago Republican.
"The following letter is one taken at
random from very numerous class of
business correspondence that reaches us
from abroad. 1t is bona tide. and the
original we have taken the pains to place
in the hands of the firm referred to:
1oH n sg Burlington, Col
To the Editor Of the Chicago Republican.
Dear sir. will you be SO kind as to
give me the address of Messrs 80 - :,
ofyour city, agents for musical instru-
ments, | have lost their address,
Please write and oblige $50 la.s
A SUBSCRIBER OF YOUR PAPER.
"The firm referred to are large and lib
eral advertisers in what has come to be
the stereotyped Chicago a spasmodic
fashion. Their own favors to the Repub-
lican in this line need not debar US from
friendly criticism. The purpose Of ad-
vertising at all, is to make ones name in
delibly associated with ones business.
So soon as the world reached the point
where it could never think of blacking
without recalling Day & Martin, the lat
ter became the backing makers. for the
world. To reach this point they per-
sistently took possession of the public eye,
held the place and kept it. The mer-
chant in Chicago who wishes wide and
inseparable association with his wares,
whether stoves or pianos, dry. goods or
drugs, has the same course to pursue.
Suppose he allowed no Chicago daily to
go to press without carrying his name
and place of business and Its merchandise
to its readers. How many thousand
readers throughout the region tributary
to Chicago would gain and hold these
facts so inseparably, thatvisit1ng Chicago
in quest of stoves or pianos, or dry goods,
or drugs, they would think of him at
once and visit him. An advertisement of
this kind, brief, well chosen and well
placed is light in the window bust
ness beacon ever burning In place OF
this sensible custom, the tavorite Chicago
practice seems to resemble beacon one
should build of pine. sbavings, bright and
blazing for one minute and gone the
next. Double column, ten squares, tzwet
tinaes,' is pleasant reading for our adver
Using clelkand the result is very striking
to those who see the paper for the few
days Of its insertion. But the shaving
bonfire speedily expires, the flaming adj
| vertisement is soon out and for months
there is no token in type of the advertiser
Do Chicago merchants know how Chicago
papers, the dailies in fact of any city, are
studied by readers everywhere like ou
correspondent above, and Of all classe;
who do read the advertisements Even the
advertiser himself in an eastern city il
want Of some article, remembees the adj
vertisement his eye caught over his coffee
at the Continental or the ST. Nicholas
and this guides his purchase Probably
the advertisers expense and the news
paper profit on the spasmodic system il
nearly as much as in the steady and per
sistent keeping before the public referred
TO, but the house that year after year pur
sue the latter course would enjoy stead,
1 growth that would sustain the wisdom o
the one course and the waste of the other
The candle burns ali night the shaving
are out nearly as soon as lighted"
! What is true of the merchant of Chi
cage, will apply with equal force to al
business men. As the constant droppin,
of water will wear the hardest stone, s
will constant and judicious advertislu
build up healthy and fourishing busi
ness. ~