New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1874-02-07
TO MANUFACTURERS.

American Manufacturers are invited to consider
the following facts and suggestions:
leading jobbiDg and commission merchants are
invariably reluctant to handle new and unknown
goods, even when convinced Of their merits,
and if at all induced to act as agents for
their sale, claim so many advantages over the
smaller merchants that the manufacturer is COM
PEELED to give some form of monopoly to the princ
pal commission merchants; thus one merchant de-
mands that the trademark of the manufacturer
shall be omitted, and that the name Of the seller
shall be substituted in its place. another that the
goods shall be stamped as though they were i'm
ported, inasmuch as he deals largely in imported
goods; and third insists on such large discount
that he shall be enabled to undersen the smaller
merchants and thus at every turn the manufacturer
commission merchant and the retail dealer.
The prominent retail dealers are also unwilling to
purchase goods that are not known, and reasonably
urge that no one will ask for them, and thus at last
the manufactures is forced to address the consumer
giving such description of lis wares as will enable
the purchaser to demand them, and thus the reluc-
tant merchant of yesterday becomes the most enter
prising merchant Of to-day. Advertising has brought
him customers; his rivals hear Of it, and straight
way announce that they, too. have full stock and
are prepared to sell at close prices.
The advantages resulting from addressing the
public are that
If the goods have merit the demand will increase
steadily and rapidly.
The manufacturer of goods fayoraby known can
always exact his own terms, and jobbers and COM
mission merchants will be compelled in sefinterest
to become active and willing agents in bis interest,
instead of obstacles to his success.
The most noted and successful manufacturers are
those who have addressed the public. Their wares
are the last to feel the effects of pancs and the first
to show signs of activity after depressed periods.
The cost of addressing the public is more than
paid for-by the increased sales, and partly from the
right of exacting better terms, and for the reason
that you greatly aid the jobbing merchant you can
reasonably demand the best terms
There are many disadvantages attending making
goods with fictitious trademark to suit customers
1t makes the manufacturer a workman for the
seller and gives the seller the opportunity Of stand
ing between the maker and consumer and as nat
ural consequence the manufacturer is always at the
mercy of any one who will undertake to supply the
retail dealer with the same line of goods at less
price; whereas, if the maker insists on having
his own trademark on his goods they are sold on
their merits and his rights are respected apd appre
ciated by all concerned.
Having had for many years exclusive charge of the
advertising of the best known and most successful
manufacturers and, such, aided in extending their
business, the undersigned feels warranted in claim
ing special aptitude for conducting the advertising
of MERCHANTS and MANUFACTURERS, and Sc
curing the most ample returns for such outlay as
they may purpose making. Being well acquainted
with the .peculiar merits and advantages of each
journal. and the most effective means of securing
public attention for all business enterprises he in
vites correspondence on the subject from traders
DESTROYS of increasing their business by advertising
For all further details address