The Wheeling daily intelligencer. [volume] (Wheeling, W. Va.) 1865-1903, 1875-08-31
AdyerllsIng IIuInDuggery,

From the Register Of yesterday.
That there are fortunes in judiciOus
advertising there Is no doubt. 1t re.
Quires no argument to prove this; the
fact Is amply proven in the successful ca.
reers OF such men as Stephen Girard,
Alex, r. Stewart, Lord & Taylor, and
other gentlemen OF wealth, both Of our
time and country, and in past times and
other countries. First, have a good ar.
tiCle to sell, and ut n fair price, and then
put out your sign over the door, in the
newspapers, and in other proper places,
in a judicious way.
Bit whilst there are many fortunes
made by advertising, there Is much money
wasted Ia the same way. a man who has
not made n study OF the business Is quite
as likely to waste, a. to make money in
the operation. There is one thing quite
noticeable to the eye Of the expert adver-
tiser; Iirst.Class and judicious firms
usually use only first-class mediums
through which to address the public, on
the ground that the best Is always the
cheapest. Tho hnmbug and the slop.
shop usually do advertising inn humbug
and slop.shop way. To the latter class,
all kinds Of advertising present attrac.
tionS. Let an impOstOr come along who
will propose to write business card and
stick it up In uhotol or depot, where no
one will ever stop to read it, except m
impecuniOus lOafer, Nnd the slOp-shop
will Immediately ivest as much money
as would pay for n card in one Of his city
papers, which would carry II to thou.
sands Of enterprsing and wealthy readers
for half year. Let some stranger-for
this class Of Cnterprising business men
have an affinity for strNngers-prOpose to
print an Insignificant advertising sheet to
he circulated nj horse race or dog fight
soon to come of, and you will find all the
slop shop shops in the city set forth in
black type and startling headlines. II
some hanger-on Of the next circus pro.
poses to distribute two or three thousand
bills among the one thousand men,
women and children and dead.beAts, who
may have spent their last half dollar to
get inside the canvas, at least ten men will
be found in the city who will each pay
the stragglers rs much money to insert
their advertisement In the hand.bill as
the printer would charge for doing the
work OF tho combined ten.
This ia not "judicious advertising" as
any one ought to see with hnlf an eye,
yet II is the kind most indulged in by the
hCheap Johns" and the shoddy family,
the kind which entails Losses upon those
who indulge in 1t and lisrcpute upon the
whole business.
An diluchc OF Barnum'a show got $780,
last Saturday, for advertisements inserted
In small arm.lond Of hand bills, for the
printing Of which he paid the Register
office lCss than One.sixth that sum; and II
the business managers Of either Of the
principal printing offices in the city had
proposed to do the work for either Of the
advertisers in that bill for the price we
charged ,Barnuni's man, he would senSi.
bly, have told us that II would be a waste
Of money. But n stranger!-a man whom
you will never sec again, and who would
not spend dollar with you to save your
necks!-thNts the chap upon whom to
lavish your cash!
lInmhup