Memphis daily appeal. [volume] (Memphis, Tenn.) 1847-1886, 1872-11-08
MERCHANTS SCIENCE.
How They Gather Enormous Wealth
Teachings Of Experience illustrated.

1t has been said that commercial advertis-
ing should properly be treated as an invest
ment, or an article Of m or of pdr-
chase; so much return for a certain amount
Of capital expended, and a certain amount Of
substantial benefit in a particular direction,
for a certain amount Of currency in return.
The science OF advertising in its general AS
pect is simple enough, and is founded on the
fact that publicity can certainly be insured
LOT q uehhlle anu asceftalnaDle sum but IN
us appucdllOn 10 any particular case the con-
dl1onsn necessary for obtaining success IN the
desired result, and TO the fullest extent, are a
matter OF Fact, knowledge and observation.
IL VIII be generally granted that there are
hardly any branches Of public or private
business that do not receive a direct benefit
from publicity or which are not in a greater
or lesser degree dependent on il. Advertisers
Of whatever kind may be divided into two
eiasses-those who have a regular branch Of
business 70 Increase and 10 maintain, and
those who desire to bring some particular
specially under the notice OF the public, or
some particular branch Of the public. Il may
be safely promised that no description OF in-
NestInent or speculation whatever cOnfers a
more certain benefit and return than this,
wien cohu1Steu WIN ordinary prudence ana
discretion. Bread Ofthis kind, when cast upon
the water, is generally found before many
days. In those descriptions Of business. ia
which the amounts Of the sale are large, or the
quantity Of the desired article of traffic great.
advertisements have ever proved themselves
% be powerful ally toward success upon a
large scale. Wholesale trades especially in
crease in a fOur-fold ratio, according to the
business transacted, and a single stream added
TO the river Of trade at any time ma prove
the parent to other currents or the means of
directing their course into the main
channel. In regard to speeialties and
ordinary trade, 10 is to be noticed that
the direct benefit to be derived from the in
SertiOn Of advertisements is more dennite and
appreciable when applied in the case Of the
former, while in that OF the latter the good
move silently but not less surely on the OBJ
Jective point Most establishments Of impor-
lance n 10 70 their interest in these times,
although only on the principle Of self-defense,
and TO hold their own, 10 eXpend a yearly
sum in this manner, while the fact that some
successful enterprises are indepcnIent OF
this aid does in no wise prove that
they do not stand at q disadvantage
this account, or that they do not
thus place a bar TO the successful following up
the full sum OF their advantages. Experience
on the most extend scale has proved beyond
a doubt that the benefits 20 be gained by this
important adjunct TO every description Of
modern trade and commerce, IL they come
silently, are upon this account no less real
and lasting. And where advertisers on q large /
scale have met with mishaps, the cause has |
generally been found to have been eKIava-
gance in a very different direction than the
one under present consideration.
800 ~ $500 90 -. H-H-W Z