Alpena weekly argus. [volume] (Alpena, Mich.) 1871-1893, 1875-03-10

liohAhSht, NhClS WIZ iOes'N AN''
, stocks, and the customers were abb,
to purchase at fair prices.
This was injudicious advertising
) not because the house expended tot
much Of its means in that way
but because they advertised to dc
a jobbing business, and only car
ried scant retail stock. Had the
same amount been expended in adj
vertisins for trade they were able
to supply, they would have sue
ceeded, and this rival house would
have had TO blow its own horn at
its own expense.
This is but an isolated instance
OF what is taking place every day
in every business community.
We know another firm doing 4
small business in groceries, who
CHANGED to become overstocked
with SOAP. Their stock of every
thing, but soap, was mcager to the
last degree, while they had soap
enough-we were about to say-to
cleanse the conscience Of a ward
politician. They accordingly adj
vertised SOAP as specially and
other things only Incidentally
They thrust their soap under cv-
erybody's noses, until every one
came TO think, that whatever else
others might have to sell, THAT
was the place to buy soap. The
grocerymen who had felt panic
stricken at the sudsy prospect be-
fore them in the outset, were agree
ably surprised at the result. They
not only disposed OF their soap
with incredible rapidity, but found
the demand for other things in
creasing at such rate that they
could hardly replenish their stock
rapidly emo" gh. This was judic-
ious advertising, as We understand
it.
There are many notable, though
trite, examples of the profits real
lied from investmen S il printers
ink, which We forbear to mention.
But we have case in point OF re-
cent date, and one We can mention
calling names, that fairly
Illustrates the sol d advantages of
Advertising literally by those who
how to do it.
When the crisis Of rs swept over +
he country, and nearly every one
began TO think OF re.re huent
md curtOiling expenses, there was
! western house we know of-not
n Chicago--ioing a wholesale and
'ctail business, whose ontlays in {
up and extending their
business had been go extensive, that !
ad there been q considerable fall
ng off in their trade, they wonld {
ave been seriously crippled
)ther houses cut down their adj
ertising expenses, reduced sala- {
les, and discharged employees
he house in question wisely took
different course. They excrcis- l
l little moro canton in credit,
sduced their margins on many t
mes OF goods, doubled their adj
ertising expenses, increased their
orce OF employees without ell ting
own salaries, and in some instan- {
es raised them, increased their
.ock and doubled their facilities in G
9th branches Of their business /
II this could not be done without @
realty increasing their on VS.. s
ct the consequence was that the
ct profits Of their entire business
II the year that followed, were
.rgely in excess Of any former I
ear. They have been able to an I
cipate maturing paper in order to !
ealize the usual discount, and their I
redit is better than ever. This I
ould not have been accomplished T
ithout advertising to an extent s
lany thought extravagant. a
This is no imaginary example,
ut veritable case, and the state $
ients herein are from personal
nowledge. The marvellous fruits
the enterprise OF this house do :.
OF end here. Others in the same ,
lace, in the same and different y
ranches of mercantile business ;,
ave, partially from the force of a
lccessful example, increased their T
1vertising expenses, and now the =
ty in question supports a larger ;,
lumber of daily newspapers than
ny other of the same population
which we have any knowledge. Z
All this in the face Of HARD a