The Republican journal. [volume] (Belfast, Me.) 1829-current, 1873-05-22
About Advertising.


To business man the question OF adj
vertising turns upon single point: VIZ
ii pug! With the great share of liberal
ana progressive men, who are enterprising
and thrifty in their business, this ulery
has been settled III the most practical way.
They are found advertising in every way
which their shrewd Judgment approves as
profitable Some men say, | have been
IN trade here twenty years: it is time |
was well known among men What is
the use in advertising my business. To
such men we feel like saying, when they
put their question to you in triumphant
sort OF way: Are YOU more sag.cious
and Il better business man than A L.
Stewart His name and his trade are
household words throughout the land
hundreds of thousands know them where
thousands know you. Yet Mr. Stewart is
constant, systematic and extensive adj
vertiser. lie does not feel that he is so
we'll known he need cease telling the pee
pie that he still Lives and deals in mer-
chandlSe. 1t Il mans neighbors meyer
changed; ii The world never moved why
then Il business man would hold his trade,
ii he was an honest dealer. But so long
as our people come and go, like the
ebbing and flowing tide, man, who has
need To be known, has need also to pro
claim his presence; therefore he has need
OF, or would find a profit in, advertising
Il Il man says, agree that il is protita-
bic to advertise the next question is still
more important to him which is, how to
make his investment with the largest
profit. Herein many liberal advertisers
make 4 great mistake. they seem to
reckon that if they put out an ADVERTISE
ment and a dollar in money, it is not very
materia! where the two 90. They have
no method in the business; they have not
studied the matter is they have others in
their business affairs; they do not find out
where they can put a dollar with the
largest profit and the surest and safest re-
turns. Why not do this in advertising as
in buying and selling flour, groceries, dry
goods, stoves, tinware, or any other com
modify? There is 4 vast deal in the time
and manner and place in ADVERTISING No
shreWd man would advertise Bibles and
hymn book in the Police Gazette, laces
and fine linen in the Coal Circular, or
lewelrv and fancy goods III the Iron Age
That wouldn't pay. If 4 man is to adver-
tise in a paper, he wants to know several
things: Is the paper read, by whom and
how many people? 1t is material what
| class of people read a paper as we'll as
how many. Many a man who wants to
advertise fails to see this point clearly, land,
| therefore, msapprehends the economical
OF profitable aspects OF the case. He says
| the Daily Beggar will take my advertise
ment for SO much. Very well, If that
| paper get it, the price is dear, for the
obvious reason that no equivalent is rem
| dered for it. If Il man says to dry goods
| dealer, "What do you ask for broad
| cloth ~ and the answer is six dollars, the
inquirer proves nothing by saying, at is
too much; can buy cloth for four and
halt dollars" What is the quality? That
is the test. Very likely the six dollar
cloth is the cheapest A lady goes into a
store and wishes to see, silks; they are
three, four or ten dollars yard. II can
| buy them cheaper" she SAYS. Is it any rea-
son why the seller should reduce his price?
There is likely to be a great difference in
value, as well as price, between dealers.
Il is just so in advertising The paper
which has 4 large circulation, and is popu-
lar as family paper, and is read very
largely. is cheaper for an advertiser at
double or triple the price than paper
which has not half the circulation, and is
almost worthless at any price. As broad
cloth is worth more than satinet, as silk is
worth more than wool, as linen is worth
more than cotton, as coffee is worth more
than chiccory, as flour is worth more than
shorts, as gold is worth more than pinch
beck, as leather is worth more than paste
board, as tobacco is worth more than
cabbage leaves, so one paper is worth in
finitely more to an advertiser than an
other. The last is just as plain as the. first
if man reflects moment upon the mat.
ter. Yet, not rejecting upon it, men are
misled very often, and feel that one paper
is just as good as another; but, as oul
Irish friend said of men, SO zone is as
good as another, and little better, too ,