Nashville union and American. [volume] (Nashville, Tenn.) 1868-1875, 1874-06-24
ALL ABOUT ADVERTISING.
Will IL Pay p Useful Hints to Bsssi-
ness Men-Where and How To Adj
vertise-Faets Worthy Of General
Attention.

Troy, \. Y, Times.
To business man the question of
advertising turns upon a single point:
VII It pdyl With the great share of
liberal and progressive men, who are
orte, -rising and thrifty in their bust
ness. this que,,.sy has been en- settled in the
most pfsetieal way. They are found
advertising in every va, which their
shrewd Judgment spPFoves a. ProHe-
able. Some men say, ! have been, IN
trade here twenty years; 1t is time !
was well known among men. MhSt ls
the use of advertising my business !
To such men we feel like saying, when
they put their question to you IN trl-
umphant sort Of way: ''Are you more
sapaciOus and a better business man
than A. T. Stewart ? His name andhis
trade are household words throughout
the land. Hundreds of thousands know
them where thousands know you. Yet
Mr.. Stewart is a constant, systematic
and extensive advertiser. He does not
feel that he is so well known he need
cease telling the people that he stllI
lives and deals in merchandise. IL
mans neigbbors never changed; if the
world never moved; why then busl-
ness man would hold his trade, If he was
an honest dealer. But so long as our
people come and 90, like the ebbing and
flowing tide, man, who has need to be
known, has need also to proclaim his
presence; therefore he has need of, or
would find profit in advertising.
If man says, agree that it's prof
table 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 great mistake. They
seem to reckon that if they put out an
advertisement and a dollar in money, 1t
is not very material where the two go.
They have no method in the business;
they have not studied the matter as they
have others in their business affairs;
they do not find out where they can put
dollar with the largest profit and the
surest and safest returns. Why nOtdo
this In advertising as IN buying and
selling -four, groceries, dry goods,
stoves, tinware, or any other cOmmo-
OlIN lnclt Is u Ndol uCeii III NttC
time and manner and place in adver-
tisiug. No shrewd man would advertise
Bibles and hymn books in the Police
Gazette, laces and fine linens in the
Coal Circular, or iewelry and fancy
goods in the Iron Age. That wouldn't
pay. If a man Is to advertise IN a
paper, he wants to know several things:
Is the paper read, by whom and how
many people? IL Is material what
class of people read paper, as well as
how many. Manya man who wants to
advertise fails to see this point clearly,
and, therefore, misapprehends the eco
nomicalor profitable aspect of the case
He says the Daily Beggar will take ny
advertisement for so much. Very wei,
if that paper gets it, the price is dear,
for the obvious reason that no equIva-
lent is rendered for it. If a man says
to dry goods dealer ''what do you ask
for broadclOth?" and the answer is six
dollars, the inquirer proves nothing by
saying, lit is too much: can buy
cloth for four and half dollars" What
is the quality? That is the test. Very
likely the six dollar cloth is the cheap
est. A lady goes into astore andwishes
to see silks; they are three, four or ten
dollars a yard. Il can buy them cheap
er," she says. Is it any reason why
the seller should reduce his price?
There is likely to be a great difference
in value, as well as in price, between
dealers. 1t is Just so in advertising.
The paper which hasa large circulation,
and is popular as familypaper, and is
read very largely, is cheaper for an
| advertiser at doubleor triple the price
than a paper which has not half the
circulation, and is almost worthless at
any price. As broadclOth 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 chicory, as flour is worth more
than shorts, as gold is worth more
| than pinehbeck, as leather is worth
more than pastebOard, as tobacco is
worth more than cabbage leaves, so one
paper is worth infinitely more to an ad-
vertiser than another The last is Just
as plain as the first, if a man reflects a
moment upon the matter. Yet, not
rejecting upon it, men are misled very
often, and feel that one paper Is just as
good as another; but, as our Irish friend
said of men, so zone Is as good as an
| other. and a little better, too"