Public ledger. [volume] (Memphis, Tenn.) 1865-1893, 1872-11-09
ADVERTISING.

NoAgency has yet been oiscoVereu ior
the purpose Of attracting the eye OF
good patrons which can compare with
paid space in daily newspaper, and in
Memphis the merchants and business
men understand the value Of this fact,
and turn it to the best account. Our
most successful merchants have always
been liberal advertisers, and we do not
know Of enc really prosperous who does
not owe much of his success to the use
of printers ink. The people of the
county have learned to look to the
newspapers for the cards of all enter
prising business men, and they think a
place not worth advertising must be in
ferior to one that is described by the
press. Some merchants fall into an
idea that advertising may be well enough
at the start and that after al, the papers
are not read generally; but let some evil
report be printed about a man or his BUSH
ness. although ever SO short, and put in an
obscure corner of the paper, be will hear
of it before night from every acquaint-
ance he meets, and even strangers
will introduce themselves to men
ton the subject with q few variations
This shows whether papers are read
And all departments are read-the
want column, the lost" found"
.stOlen.P for rent" = for sale" per
sonal," board" etc., are all scanned
over as regularly by majority of read
ers as the marriage and death notices.
These various features of paper are as
indispensable as telegraph news or SEN
sational items. The old resident of the
city reads the morning paper before
breakfast, and the afternoon paper after
tea when he dons gown and slippers, as
regularly as he goes to market or takes
his bitters, or INDUCES in any other
comfortable habit. And the stranger at
the hotel calls for the papers immedi-
ately on his arrival, to see what is going
ON. and turns to that department of
business or industry in which he is most
concerned. Occasionally grumbler,
who has built up fair business by en-
ergy and reasonable amount of adver-
Using, is heard to say, when the time
comes around to renew his card, that
At don't see as this thing does me any
good / always advertise just to help the
paper along, you know, but | think l
will hold up awhile, when the truth ishe
has advertised to help himself along
and to keep up with his go-ahead neigh
bor Ia the same line of business, who
would rejoice to see him hold up awhile
in his printing expenses, and could
afford to pay for both just to keep out
the grumbler's card. Bat such expert
ments Of economy are never tried long
by solvent firm, for no one house is
sustained entirely by one set OF custo-
uers or old acquaiDtances; some will be
lost every year; the population is con
stantiy changing, aAd perhaps half the
patrons Of two years ago are buying
elsewhere now. Hence new customers
must be made all the while, and the
cheapest way to bring them in is to adver-
tise. The money does not come back at
the end Of the month like the payment
of rent note, but it pays bigger per
cent. ia the long run than any other IN
vestment. The oldest and richest mer-
chants know this best. A. I. Stewart,
With his fame household word all over
the country, advertises systematically
20 this day, and parades the novelties OF
the season and the new style OF eeodA
almost as il opening a new house. Ihls
constant Introduction to the public IS
found quite as essential as constant ad-
ditions 10 stock. A house may send out
an agent to travel, and if diligent he can
see thousand or two people in a month,
bat half his salary and expenses would
pay for hashy advertisements that would
be read every day in that aonth by at
least ten thousand people. The trade Of
a city generally extends over the area OF
country that is reached by its daily press,
and seldom any further. For people IN
remote districts read the papers hrst,
and come to look at stocks Of goods and
to buy afterwards. The main point is to
bring them here. They are sure to ind
something to suit them, make friends,
and forl business relations that will
canse many returns in future. We can
not complain of Memphis merchants, for
they as class thoroughly under
stand the art of advertising. The col
nmns of this paper are proof enough
that the leading men Of enterprise and
0o-abeadstiyeness are continually max
Eng business for themselves at hoRe and
abroad. With an assured daily and
weekly circulation that reaches nearly |
every household, bssiness place and
x,orkshop in the city, as well rs reaching
al through the distrie, tributary to
Memphis, we are happy to be on such .
-sc;nrooal relations with the business
community as to feel that our respective
bus;ns.s is mutually prosperous and sat |
isfactorv The election being over, we
.ccant the situation for better or for
worse. and shall advocate With earnest
mes, such measures As may be deemed
essential to the welfare Of our great aud
srovipq CITY and Of all classes, ire
speetive Of party records or previous
condition
VIZ have received copy OF the snei0y
r,,,,t,- Tc,~r.f large handsome