Western Reserve chronicle. [volume] (Warren, Ohio) 1855-1921, 1870-11-23
To Merchants and Business Men.

Much has been written by men, espe-
cially newspaper men, on the subject OF
advertising. This class Of men advocate
advertising because they afford the prin-
cipal medium through which it is carried
on in the columns Of the papers that
they publish. It is for their interest
that people should advertise, and this,
perhaus. may detract somewhat from the
value Of their opinion upon the subject.
But. let US look at the matter through
the Y Of the merchant and man Of bust
ness, and see il there is not some value
in advertising at the present time. The
man who has it in his power to mOnOpO-
lie trade has no need to publish himself,
for the wants and necessity Of cOmnu-
nifty will force people to trade any way,
and to purchase such stock as the seller
has on hand, and at such prices as the
dealer may see fit to fix. So situated,
q man may grow rlch and noat upon
a continued stream OF prosperity. If,
however, another in the same line Of
business seeks to destroy the monopoly,
by competition, the primary law Of self
defence dictates the only course left-to
advertise and let the people know where
goods. wares and merchandise can be
had Of the best quality and lowest price.
Competition created a necessity for ad-
vertising in the first instance, and the
rivalry in trade must eve Keep that
necessity alive. A shrewd merchant Is
a good Judge of human nature every
time. He knows that people are more
apt to visit their counter when they have
been invited to do so, and when his
goods have been described and his prices
given, than when they have been left to
call at their option aRd run the risk Of
| being put OFF with inferior articles at a
higEling price. Hence the most success
full merchants and business men, the
world over, have been the most liberal
advertisers. If their market was the
| world. they advertise to the world, and
the world became the customers. Self
interest will dictate that advertising shall
be c~o-extensiFe With the range Of coun-
try to be supplied. II five thousand peo-
Z ple visit a business center for trade, the
merchant who is judiciously advertised
! to all, cannot fail of getting his full share
! of trade, while he who does not adver-
| tise at all, or to but part of this number,
must expect to see his business limited
accordingly. The worst economy is TO
suspend advertising entirely, because
| business is depressed. It is killing the
/ goose that lays the golden egg" When
business is dull, look up customers
against the harvest time. Be ready
when trade ~revives, to compete with
YOUR fellOw-tr3ders IN the business har-
vest. Business depression can last but
a little time, with US, at most. While il
lasts, tbs wants Of the people are multi
plving, and soon must DO supplied
During all this time tho people continue
to read-post themselves as to the sondi'
ton Of the markets, and bad luck 70
the trader, who has no share in theil
thoughts, for he will get no share o.
their custom. The newspaper man FUR
nishes the medium Of advertising at
small profit; the merchant and man o.
business can use it, II they will, to az
advantage but nttle thought OF at the
present time.-GeaeUd IiHes.