The Wheeling daily intelligencer. [volume] (Wheeling, W. Va.) 1865-1903, 1870-07-23
SUNDAY READING FOR BUSI.
NESS MEN.

1FUm ne ] M l. q ositot v
The ma Ier Of ddtertiI tg, q Y iness
measure, B3olten Nilsund eEstQQ4 Atisan
unde 1iaUis rule 0lstrGde that Sadve Rising
pavs OF course the same judgment and
prudence must be exercised in advertising
IS in any other part Of ones business II
dis is not done, instead Of paving It may
become a source Of loss. Il Is more nee.
essary TO advertise now than it was fifty
or hundred, Of even twenty-five years
ago People are more busy now than
they were then, They have less time and
leisure 10 look about for what they want,
They look 10 The neWspaRet5IIO learn
where their wants Gan he supplied, and
they accept it1aS settled rule that the
man who adVertises tile commodities
which he has TO dispose Of instead d
waiting for the people 70 find it ont for
themselves Is the best man 10 deal with ,
and most likely 70 give Satisfaction. !: Sas..
The man who advertiSes his business,
il what he offers for sale Is honestly what
.lIG represents Il to be; or what i ought ~
lie, Is constantly assisted in his business
hy those WHO have been attracted TO him
and tested him: A buyer has read his ad'
Vertisement, ana gone 70 lbs store, or Work
shop. or warehouse whatever Il may be,
md tried what was recommended II u
llas satisfied him he IS pleased and recon-.
rnends il 70 his ntighbOr, who Is Likely 70
% To the same place and tell his neighborS
In turn, And thus little rilIS started BY
his advertisement flow In upon him from
aIl sides. and the current Of his business
grows stronger and wider and more rapid,
and he prospers and grows rich, all pc
cause 10 strict attention in business he
added juditious advertising. But for this
be might have fingered on in the com.
munity tor Years and KH business would
scarcely. have been heard Of.
Now few men In business will dispute
the abstract proposition that advertising
Is 4 GOOD tGlng,. Bpt=: when, advised. 10
prove their. iaitlH Dy their works. they too
often reply that they cannot afford 10 pay,
The money necessary 10 advertise ms
Is always a mistake. No man can a1ora
10 go into business who cannot also atfotd
70 advertise; f6r with0tit calling 10 his aid
this powerful agency he may struggle and
Toll for yeans, Il he-be poor, but he, can
never enlarge the area Ot'his trade and In
crease his business, The men who have
become milIionaircs in trade in this coun'
try were wide awRke and always eXpefld-
ed d certain proportion Of their profits In
making known 10 the people what they
had to sell. They will tell you that they
owe their success to the jddicious use Of
printers Ink. They could not buy better
nor sell cheaper than thousands oil Others
who failed to accumulate wealth, but they
called to their assistance an. agency which
had more voices than the winds and more
hRpds than BFiareUS, and they were win
ming voices and willing hands These
men sought 10 know the wants Of the
public and determined 10 convince the
public that such. wants existed and that
they could supply them.
There u few rules which always Aoll
eoOd in advertising. One OF them isthts,
Always advertise when business Is dull.
It does not, follow from this that you
should never do so when it Is good. tits
well to advertise at all times, but lmpeSa.
tive when trade Is stagnant. In busy
lines all can find enough TO do. In dull
times those get the trade who advertise
the wiscst and best, and those who doHOt
sit on their counters and grumble and lose
money. But the mistake which most
persons make when they beginto retrcnch
and cut of expenses in dull times is that
they rctrench in the very matter which
they least of all eau afford to do. without.
They sever the surest and best feeder Of
their business and congratulate themselves
on having reduced their expenses. Tie
man who regards judicious advertising as
an expense and not as q profit has not as
yet learned TO understand the first and
most important principle Of trade. 0i
The next rule b TO advertise in those
papers Which ill'bfing your business to
The knowledge Of the largest number Of
those whmn YOU wish to reach. II yours
Is q LOCAL trade, or limited to u cOnlmuni-
Is, 10 not advertise in newspapers which
circulate and are read hundred miles
away. Outside the limits of your bust.
ness you eau have no competition, an1
beyond it advertising becomes an expense
and not i profit, Select such journals as
will reach the largest number OF persons
residing in your community, then, accord
ing to your means, advertise your goods
and wares attractiYely, and with as much
freshness and variety as you can com.
fnand. Do not pursue this a month and
then abandon it, convinced that adyertis.
ing Is hnmbug. Try it steadily for a
year and note the result II you do,
there Is no danger that you win ever qntt
It again as long as you are in business.
AprOpos 70 70 this subject we find the
following In an exchange: 10 - ,lo,'I
| A business. man can no more hope to
succeed lin this age without advertising
than he Gun without eating. The latter
Is food for your stoanach-the former 10
VouTs nitrTSsRsl "a .i,aI'7O WotH'nH ~
"rhere arc various channels Of adyer-
Using; I have, tired. them III and think
the newspaper tNe'best 1t Is read and
rc.read by every member Of the family,
and by al the hired help on Saturday
night and. Sundays Again, thousands Of
families bind up their paper into ,vOlumns.
and years afler you have ceased paying
for the advertisement Il viii be giving you
a benefit through the wants Of the chill.
dren grandchildren md great grand
childtfn," 9 :. ,''-,.',- 2
-