The Emporia news. [volume] (Emporia, Kan.) 1859-1881, 1874-07-24
ABOUT ADVERTISING.
VIII ID pay?-UjseruI Hints 40
EknsincSs NHen-SVherss and
How 40 AdVeruISe-Fnc
Worthy OF Attention.
From the Troy Daily Times

"OruhY OIL Attention. .
From the Troy Daily Times
To "a business man the question
of advertising turns upon a single
point: Will it pap? With the
great share OF liberal and progress
i've men, who are enterprising and
thrifty in their business, this
query has been settled in the most
practicable way. They arc 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 of
advertising my business? TO
such men we feel like = saying,
when they put their questions to
you In a triumphant sort of way:
"Are you more sagacious and n |
better business man than A. T.. |
Stewart His name and his trade |
are household words throughout
the land. Hundreds of thousands
know him where thousands
know you. Yet Mr.. Stewart is
constant, systematic and extensive
advertiser. He does not feel that
he is so well known he need cease
telling the people that he still
elves and deals in merchandise"
fla mans neighbors never chang
ed; if the world never moved; WHY,
then business man would hold
his trade, if he was an honest deal
or. But so long as our people
come and go, like the ebbing and
flowing tide, n 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.
If man says, ! agree that it is
profitable 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 a great mistake. They seem
to reckon that ifthey put out an
advertisement and n dollar in mon
ey, it is not very material where
the two go. They have no meth,
cd 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 a dollar with the largest
profit and the surest and safest
returns. Why not do this in adj
vertising as in buying and selling
flour, groceries, dry goods, stoves,
tinware or any other commodity?
There is 4 vast deal in the time
and manner and place. in adver-
Using. No shrewd man would
advertise Bibles and hymn books
in the Police Gazette, laces and
fine linen in the Coal CircUldr, or
jewelry and fancy goods in the
Iron Age. That wouldn'tpay. II
n man is TO advertise in n paper,
he wants to know several things
Is the paper read, by whom and
how many people? It is material
what class OF people read paper,
as well as how many. Many a
man who wants to advertise fails
to see this point clearly, and there
fore misapprehends the economi-
cal or profitable aspects of the
case. He says the Daily Beggay
will take my advertisement for so
much, Very well, if that paper
gets it, the price is dear, for the
obvious reason that no equivalent
is rendered for it. Ii 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, 1T is
too much; / can buy cloth for
four and a half dollars What is
the quality? That is the test.
Very likely the six dollar cloth is
the cheapest. A lady goes into 4
store and wishes to see silks; they
are three, four or ten dollars a
yard. 81 can buy them cheaper"
she says. Is it any reason why
the seller should reduce his price,
There is likely to be agreat differ
ence in value, as well rs price, be-
tween dealers. 1t is just so in adj
vertising. The paper which has
u large circulation, and is popular
rs family paper, and is read
very largely, is cheaper for an ad-
Vertiser 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 santinet,
as silk is worth more than wool,
rs linen is worth more than cot
ton, as coffee is worth more than
chiccory, rs Hour is worth more
than shorts, rs gold is worth more
than pinchbcck, as leather is worth
more than pasteboard, as tobacco
is worth more than cabbage leaves,
SO one paper is worth infinitely
more TO an advertiser than anoth-
er. The last is just rs plain as
the first, il man reflects mo
ment upon the matter. Yet, not
rejecting upon it, men are misled
very often, and feel that one paper
is Just ~ good as another but, as
our Irish friend said of men, so
zone is as good as another, and n
little better, too"