The Charleston daily news. [volume] (Charleston, S.C.) 1865-1873, 1871-11-16
The Proof Of the Pudding!

The Proof Of the Pudding!
Everybody, nowadays, hears more or less
of the virtues of advertising. The colossal
fortunes that have been built up as it were
in day, in the pushing cities OF the North'
attest the magical influence which may be
welded over individual interest through the
columns Of the newspaper press; and the
Stewards, the Ayers anu the Helmbolds OF
the day have won fame rivalling that OF
their own prints, pills and potions, as COD
spicuous exemplars Of the success which in
variably rewards the bold, judicious and
persistent use OF printers ink. In fact, it
has come to be an accepted business maxim
among the shrewdest mercantile men that
advertising bears much the same relation to
trade that the fertilizer does to agriculture.
Both are stimulating agencies, the proper
| use OF which demands wise liberality and
a sound discretion; and the returns which
both are equally sure to yield are 30 rich and
remunerative that neither planter nor mer-
chant can afford to disregard them.
In the matter OF advertising we need not
90 outside OF our own community to ind in
stances in which the fruits Of that powerful
auxiliary have made themselves uRmistaka-
bly, manifest, and that, too, within very
recent period. The most prominent case
that occurs to us, just now, is that OF WILSON
BROTHERS, whom everybody in South Caro-
lima by this time knows as the famous
Charleston grocers end Dollar Tea men.
Less than twelve months ago they were still
the occupants of q modest corner, in the
quiet and retired neighborhood where they
began business. There was nothing appa-
rently, at the outset, to give them any ad-
vantage over hundred other corner stores
Of like bundle pretensions. But they had
energy, they understood their business, and
they-advertised. Not by fits and starts,
not in the more active weeks of the busy
season only, but steadily and perseveringly,
in dull times as in brisk times, winter and
summer, they kept their names and their
specially always before the public. At first
their advertising was limited to two line no.
ticea, but finding these 80 clearly profitable,
they gradually increased the space OF their
announcements, until now they hold the
pooi.ion Of the most liberal and constant OF
all the Charleston advertisers. And their
prosperity has steadily kept pace with the
progress OF their investments in printers
ink. None OF our city readers need be told
that their large and handsome establishment
on King street is second to no other in the
city, and that their thrift and enterprise are
rapidly earning the legitimate business re-
ward.
Following close in the path which has led
to the success OF the Wilson's, is MIR. JOHN
W. LINLEY. Persistent advertising drew
such throngs OF customers to his uptown
store that he has been emovldened to open,
in addition, the spacious bazaar which is
now 30 noticeable q feature Of the lower
part OF King street.
| In the dry goods line, the most perse-
vering OF city advertisers, OF late years, have
been Messrs FuRcHGoTT, BENEDICT & Co.
The consequence has been that their up
town store being too small to accommodate
the rush OF business, they were compelled,
as it we're, to open another lower down, and
both branches continue to enjoy flourish
ing and constantly increasing custom.
We might multiply simila. instances OF
success which has beer won right here in
our own community by plucky and con.
tinued advertising. And it is to be noted
that these firms, and others like them, have
shrewdly avoided wasting their resources in
availing themselves OF inferior advertising
mediums. Having chosen journal which
goes to every family breakfast table, as well
| as to every counting-room in the city, and
which enjoys, besides, an unrivalled country
circulation, they have found their account
in keeping their announcements in its col
umns, emitting not single issue oil me
| year round. And there is not one OF them,
we venture to say, that will hesitate to
avow that pleasant experience has taught
! them the pre.eminent value of the CHARLES
TON NEWS as such journal 1t is with
pleasure and pride that We can declare that
while hardly week passes that we do not
hear gratifying reports OF the effects OF ad-
vertising in this paper, We have yet to meet
the first business man who, having adver-
tised freely in these columns, does not con-
slider the money 80 spent to have been a
paying investment.
* The Tax Question.
The Columbia Unaon does not like the ad-