Whig and tribune. [volume] (Jackson, Tenn.) 1870-1877, 1874-04-25


ADvERTIsING.-BelOw we give
a summary of the points made by
the Nashville Banner of n late date
in an excellent article upon the sub
ject of advertising viewed in its
business aspects. 1t has become an
absolute necessity to advertise a.
mong all those who live by their ex-
ertions, mental or corporal, for even
the physician and the lawyer, who
deem it beneath The dignity of their
profession to follow the example of
''John Smith, grocer" or "Thomas
Brown, tailor,p by directly announc-
ing their names, residences and oc-
equations in the advertising col
umns of their home papers, find
means to do the same thing indirect
Ey. Every report of a lawyers ap-
pearance in q police case or prose-
cution, of n speech by him at pub
lie meeting, or of his being placed
on a committee, is an advertise
ment, and if his name is not men
toned in this connection he is an
noyed by the omission. In the
same manner. the physician adver-
tises his business. Accidents oc-
cur, men are killed and the attend
ing physician likes to see his name
in the reports that follow them.
The Banner might have properly
placed in this category, ministers
and the churches, for as some one
has asked, what are the bells of
the latter bat advertisements to
the people.
advertising is Of no party" con-
tinues our contemporary. a man
should not confne his advertise
ments to Journals that happen to
agree with him in politics, for what
he wants is notoriety, publicity, a
return for the money that he pays
out. lie should look both to the
quality and the quantity of papers
circulation, and we cannot do bet
ter than to close this abstract with
the words of the Banne'' on this
subject.
GA journal that circulates amongst
the families; one which has the con-
fidence of the monied and respecta-
BILE classes of society; one which
from its character is likely to be
read attentively by its circle of
readers-in their own hOuses-at
their own firesides, whilst it also
finds access to the news rooms and
libraries of its locality-is the best
medium for advertising. While we
do not oppose advertising by hand
bills, circular or "pOster" di-
rectories, almanacs. and on cards,
we certainly know that that medi-
um is best which has Il regular es-
tablished circulation, q regular au-
dience and propOrtiOnate influence
with the confidence of its patrons.
In such a paper the name of the adj
vertiser should be as prominent and
permanent as the sign over his door,
added to which, he will not be dam
aged by the lire publicity which is
secured by the constant, unremit-
llAA AlAOl VI AAlC GllEGD COl-
umn advertisement, for local squibs
aud announcement. The advertis-
er should seek to keep his adver-
tisements ever fresh, even if with
change of phraseology without a
change of merchandise. Business
men, as general thing, who are
hrst-class business men in other re-
spects, do not seem to appreciate
the Importance OF the expenditure
of a little thought, a little time and
little money every week, to their
advertising department.. a bust
ness man should never let his bust
ness get cold, and in the columns of
his local paper he can keep it red
hot, and not be necessarily extrav-
agant or reckless at that. If the
publisher grows rich by it so much
the better. So much the better To-
cal press, so much the more respect
able and gilt-edged the commercial
character of his city or town, that
sends forth to the world outside a
Ire, comedy, prosperous journal.
Let the thinking business man
weigh these propositions in his
mind, viz; That all advertising is
good, and advertising judiciously
in well-established and generally
read newspaper is the best"
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