The Grange advance., 1875-05-25
MISCELLANY.
PlACARDIN6 A AEARSE.

PlACARDIN6 A AEARSE.
How nIr. Bennett, of Fall River, Ad-
vertised His Coal Yards. .4asx.
from the Albany Evening Journal
There are few salient points in adver-
tising that are easily mastered. For in
stance, it is not difficult for even the most
indifferent business man to satisfactorily
answer the query-..when is the best time
to advertise! 1t needs but little reflection
and less experience to convince any
tradesman who would fain induce an ex-
tensive sale for his wares, that the best
time to advertise is iE season or out Of
season; that is to say, that the best time
to advertise is all the time. In other
words, the secret of successful advertising
is the same as the standard price Of lib
erty-"'eternal vigilance" A truly gifted
advertiser was located at Cleveland few
years ago, following the dry goods busi-
ness. One morning he noticed in each Of
the local papers column containing moth
ing but the word ''Xenophon!' oft-re-
pcated. Pursuing his inquiries cautious.
", no discovered that an enterprising gro
Ger of the town was about to introduce
new brand Of -four, to which the name
of Xenophen was to be given, and that
for two weeks public curiosity was to be
whetted by the sight Of the great Greeks
name standing unexplained in the COL
umns of the Cleveland papers, and then
the debut Of the -four was to be made with
a great flourish. Having got his infor-
nation, our advertising genius saw at
glance how he could and how he would
utilize it. He took down from the dust
of his top shelves an auction lot Of hoop
skirts, long out of style, brushed the.n
clean, put fresh tags on each, and after
Xenophen had blazcd upon the public
eye for thirteen days, came out with
column advertisement in each Of the
daily papers, reading: 'Xenophen Ken.
ophen! Now ready, the Xenophen hoop
skirt, worn by all the European nobility.
The Xcnophen, for elegance, grace, and
comfort, surpasses all it's competitors
They say that the wrath of the green
grocer he turned green from rage-as he
saw how the grist bad been diverted from
his own mill, was something fearful to
contemplate.
We have been lead into making the
foregoing cursory remarks from contem-
plating notable phase in the life of a
thorough-going, full-blooded advertiser.
Which his name is Bennett, dealer in coal
in the bustling and energetic town of Fall
River, in the commonwealth of Massach-
usetts. He has full orbed genius for
advertising, has Bennett, and is never so
happy as when concocting the seductive
card or the irresistible circular whose
end is to induce discriminating public
cash customers preferred--to buy the
Bennett coal and to refuse all other. You
shall read his advertisements in prose and
rhyme and blank verse, not alone in the
Fall River dailies and semi-weeklies, and
tri>weeklies, and weeklies, and month les,
and quarterlies; but to avail himself of
these avenues is not for him to leave 9th.
ers untried. Hence, on all the fences
that line all the roads that lead to
Fall River, on all the dead and
moribund walls in Fall River; and on no
end of bill boards; and almanacs, and cal.
endars, and pocket states, and barome.
ters, and fans, and fire-alarm cards, ap.
pear, mostly in Transformation type,
the name and occupation of Bennett. To
him ( (Lackawanna coal a speciality the
world is still in the carboniferous age,
and the testimony of the rocks within a
circuit of one hundred miles around Fall
River would seem to confirm him in his
belief. They all bear the Endorsement OF
sscoal"- in fact of Benefits coal--de.
signed for the Fall River market. Tour
lists who pass through Eall River on thei,
way to or from Newport, report that the
train boys in place Of the customary dried
apple turnover, or dime novel or prize
package, hand passengers delicate white
boxes begirt with white satin ribbons.
These boxes look for all the world like
the current receptacles for squares of reg.
ulation wedding cake, but the curious
wayfaring man who loosens one of the
ribbons and raises one Of the delicate
white covers finds for his pains a fine
specimen Of Lackawanna coal in company
with uniquely printed card calling at
tention to the ''unusual facilities" and all
that sort of thing, possessed by Bennett
coal dealer, Fall River. He gives free
stereopticon exhibitions, Bennett does, tc
the people of Fall River. They are de-
lighted to call him pet names. The pro
rramme of each performance is arranged
80 as to have the esthetical and the prac
tical alternate, now a picture and now 6
text. thus: lst, Sistine Madonna; 3D.
Buy your coal at Benefits; Sd, Palmer
Angel at the Sepulchre; 4th, Ben
nett's the place for coal: 5th
Signing of the death warrant of Lady JAM