The Fremont weekly journal. [volume] (Fremont, Sandusky County, Ohio) 1867-1877, 1870-07-22
Aduertiaing.

The true theory of advertising seems to b.
but little understood. Especially among th'
older class Of business men, it is frequently
pronounced as a useless expenditure Of money
for which there is no value received. We
frequently hear of business men who propose
to let their goods "make their own way by
their merits, without advertising" while on
the other hand, there is now and then firm
which considers itself so well established as
"not to need any advertising" Now the ra-
tionale of the matter is simply this. Adverti-
sing is A means of communication between the
dealer and the public; and no business which
depeuds on general public support, OF on the
patronage of large constituency, can afford
| to do without it. Certain kinds of business,
prosecuted entirely by private solicitations, or
4 by the securing Of large contracts, may not re-
quire IT, in fact may shun publicity; but all
who depend upon a fair field and opon COM
petition for public favor, must notify the pub
| lie of their claims.
When business is established, ;" it needs
to maintain, in appropriate channels, at least
sufficient advertising to keep itself before its
patrons as alive. Besides the oldest and hest
known houses must remember, that a large
number of the people within their legitimate
jurisdiction, practically know nothing of their
existence, and it often happens that ancient
and honorable firms, trusting wholly to select
and respectable cientage, find themselves sup
erceeded by their younger and more energetic
advertising rivals. Men who have long been
established in one locality, trust to their repu-
tation for a continuance of former successes.
In relying upon their wide acquaintance form
ed, they forget that our population is constant
ly and rapidly changing The days when the
farm decended from father to son, have passed
with the generations that are gone, and the
restless spirit of the age is tossing men from
spot to spot, over the continent. To day the
people of community are known to us, to-
morrow if we stay, we are surrounded by
strangers who have Aoated in to take the
places of those who have separated to the
four winds, in quest of new spoils or different
climes The shrewed active business man,
sees this, and construes it in the light of his
business relations. He is careful that his
name and business is spread before the public
that those who have to form new business rela-
tions may be persuaded to visit him. And it
pays. So testify the men who are counting
out their thousands every year, for this motive
power, and they are the shrewed, active accu-
rate fnanciers of this day, who strike to win
and can turn to the records of a successful
business career, to prove that they did not
miss the mark. That certain localities have
some popularity which exemptsthem from the
generally adopted theory, is fallacy more
dangerous than any other. Wherever a sane
man would embarke in business, there are
people to be Influenced and their patronage
solicited. In this age the ingenuity of man is
making rapid strides, towards complete and
perfect system which shall govern business
transactions in all countries. The wltchword
is solicitation. If you want favors solicit them
If it be office seek it. If business, labor for it.
The deafening hum at every turn is but the
chorus Of eager voices, sounding the merits
of some interest and attracting the passing
InuAtiSuue tlieLe ~ Alou9e1Ael9 u PASSSeS eAe
running night and day printing ingeniously
devised invitations to an examination of the
thousand and one articles to be sold. The
pulpit and the press are constantly employed
to publish truth. And between the business
man and the public the press must ever stand,
clearing distractions from the channels of in
tercourse, like sentinel guarding the inter-
ests Of those who employ it.