Public ledger. [volume] (Memphis, Tenn.) 1865-1893, 1870-07-12
ADVERTISING.
The way to DO It Advansageoasiy

THE BEST MAN TO DEAL WITH
The matter of Advertising as busi
ness measure, is often misunderstood
II is an undeniable rule of trade thai
advertising pays. Of course the same
i judgment and prudence must be exer
cised in advertising as in any other part
of ones business. If this is not done
instead of paying it may become
a source of loss. 1t is more necessary
to advertise now than it was fifty or
hundred years, or even twenty-five years
ago People are more busy now than
they were then. They have less time
and leisure to look about for what they
want. They look to the newspapers TO
learn where their wants can be supplied
and they accept it as settled rule tha'
the man who advertises the commodities
which he has to dispose OF, instead OF
waiting for the people to find it out Tor
themselves, is the best man to deal with,
and most likely to give satisfaction.
HOW HE PRosPERs AND GROWS RICH.
The man who adyertises his business,
If what he offers for sale is honestly what
he represents it to be, or what it ought
TO be, is constantly assisted in his busl-
ness by those who have been attracted to
him and tested him. A buyer has read
his advertisement, and gone to his store,
or work shop, or warehouse, whatever 1t
NAV be, and tried what was recon-
mended. If it has satisfied him he Is
pleased and recommends it to his neigh
Dor, who is likely to go TO the same place
and tell his neighbors in turn. And thus
little rills started by his advertisement
flow in upon him from all sides, and the
current of his business grows stronger
and wider and more rapid, and he pros
pers and grows rich, all because to strict
attention in business he added judiclous
advertising. But for this he might have
fingered on in the community for years
and his business would scarcely have
been heard of.
JupIcIous USE OF PRINTERS INK.
Now, few men in business will dispute
the abstract proposition that advertising
is good thing But when advised to
prove their faith by their works, they too
often reply that they cannot afford to pay
the money necessary to advertise. Tins
is always a mistake No man can afford
to 90 into business who cannot also
afford to advertise, for without calling to
his aid this powerful agency he may
struggle and toll for years, if he be poor,
but he can never enlarge the area OF his
trade and increase his business. The
men who have become millionaires in
trade in this country were wide awake,
and always expended a certain proper
ton of their profits in making known to
the people what they had to sell. They
will tell you that they owe their success
to the judicious use of printers ink.
They could not buy better nor sell
cheaper than thousands of others who
failed to accumulate wealth, but they
called to their assistance an agency
which had more voices than the winds
and more hands than Briareus, and they
we're winning voices and willing hands
/ These men sought to know the wants of
4 tie pablo, and determined to convince
the public that such wants existed, and
that they could supply them
ADVERTISE WHEY BUSINESS Is DULL.
There are a few rules which always
hold good In advertising. One of them
j. this, always advertise when business
Is dull. 1t does not follow from this that
ron should never do so when it is good.
I, Is well to advertise at all times, but
imperative when trade is stagnant. In
busy times all can find enough to do. In
dull times those get the trade who adver-
tise the wisest and best, and those who
do not, sit on their counters and grum-
bic and lose money. But the mistake
which most persons make when they
begin TO retrench and cut off expenses
in dull times Is that they retrench in the
very matter which they least Of all can
afford to do without They sever the
surest and best feeder Of their business
and congratulate themselves on having
reduced their expenses The man who
regards judicious advertising as an ex-
pense and not as a profit has not as yet
learned TO understand the first and most
important principle Of trade.
ALWAYS SELECT LOCAL JOURNALS.
The next rule is to advertise in those
papers which will bring your business to
the knowledge Of the largest number Of
those whom you wish to reach. If yours
is local trade, or limited to a commu-
nifty, do not advertise in newspapers
which circulate and are read hundred
miles away Outside the limits Of your
business you cau have no competition
? and beyond it advertising becomes az
expense and not a profit. Select such
journals as will reach the largest number
Of persons residing in your community
then, according to your means, advertis,
your goods and wares attractively, anC
with as much freshness and variety &,
you can command. Do not pursue THU
month and then sbandoR i, convinced