The Milan exchange. (Milan, Gibson County, Tenn.) 1874-1978, 1875-05-27
THE CHAMPION ADVERTISER.
Showing the Energetic Manner I'm
Which Mr. Rennett. Of Fall River. Dis
trtbuted Printers Ink-Together With
Another Little Story Pertaining


There are few salient points in adyer-
tsing that are easily mastered. For IN
stance. it is not difficult for even the most
indifferent business man to satisfactorily
answer the query-when it is the. best
time 10 advertiser Ii needs but little re-
Election and less experience TO convince
any tradesman who would fain induce an
extensive sale for his wares, that the best
time 10 advertise Is inseaSon or out of sea-
son; that Is TO say that the best time TO
advertise Is eH the time. In 9th, words,
the secret Of successful advertising Is the
same as the standard price of liberty
" eternal vigilance" A truly gifted add
yertiser was located at Oh veland few
years ago, following the dry-goods hush
ness. One NOM ng he noticed In each of
the local paperS acolumn eontaining moth
Ing but the word Ntnophon of ne
peatcd, fursulng his inquiries cautious,
ID, he discovered that an euterpriSlag
grocer of the town was about 10 intro.
duoc new brand Of Hour, 10 which the
name of Nenophon was TO be given, and
that for Two weeks public curiosity was 10
ho whetted by the sight Of the great
GNek'S name standing unexplained Ia the
columns ettho Cleveland papers, aud tAsa
the debut Ut the Hour MAS 10 be matte
with great flourish, Having got this
Information, cur advertising genius saw
at u glance how he could and how he
woUld utiliso 10, Tie took down iom the
dust Of his top shelves an auction lot of
hoop skirts, lollg cat W stN 10, brushed
them clean, pat hVsa tags ON each, and
after NcGopheN had hlactd npan the pub,
tie eve Tor thnGeeR aaNs, came eat with a
ealalaa ADVERTISEMENT IN each ol the
daily papers, reading "\eAePhon, Ne
nephon. Now Fvady, the Npnephon
hoop skirts, worn by al tho knropoan no
bility. The Nenephoa, for elegance,
graee. and eo,AtoEI, SURPRISES all its e0m-
poIlJorS," They SAY that tito wrath ot the
gwen groeer-he turned green NOM rage
-aShe saw how the griSt had been divert
sd trom his own mill, VAS something fear
ha 10 contemplate. .-. =
Mehaye been led into making the fore-
going curSory remarks nom contemplate
ing nota0le phase in the life OF u thor
ough-gojng, fun FLOODED advertiser.
Which his name is Bennett, dealer In eoal
in the busIling and energetic town OF Fall
River, in the commonwealth OF MasSa-
chusettS. He has a full orbed genius for
advertising, has Bennett, and is never so
happy rs when concocting the seductive
card or the irresistible circular whose end
is to induce discriminating publc-cash
customers preierred-to buy the Bennett
coal and TO refuse all other. You shall
read his advertisements in rose and rhyme
and blank verse, not alone in the Fall
River dailies and semi-weekles, and tri-
weeklits, and weeklies, and monthlieS, and
quarterlies; but 10 avail himself of these
avenues is not for him TO leave Others I'M
tried. 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
almana' s, and calendars, and pocket
states, and barometers, and fans, and fire
alarm cards, appear, mostly in ''cOnster-
nation type" the name and occupation of
Bennett. To him Uackawanna coal
speciality the world is still in the carboni-
ferrous age, and the testimony of the rocks
wi hin a circuit of one hundred miles
around Fall River would seem to
confirm him in his belief. They all bear
the Endorsement of ''cOal'-in fact of Ben
nett's coal-designed for the Fall River
market. Tourists who pass through Fall
River on their 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 regulation 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
fine specimen of Lackawanna ceal in coR-
pany with uniquely printed card calling
attention to the unusual facilities" and
all that sort of thing. possessed by Ben
nett, coal-dealer, Fall River. He gives
free stereopticon exhibitions, Bennett
does. to the people of Fall River. They
are delighted TO call him pet names.
The programme of each performance
is arranged SO as to have the HSthe
teal and the practical alternate-now
a picture and now a text. Thus: 1st,
Sistine Madonna; %, Buy your coal at
!: Sd, PaImer's Angel at the Sc
pulchre; 4th, Benefits the place for Coal
9TH, Signing of the Death Warrant of Lady
Jane Grey: 9th, Coal for the million at
Benefits 9TH, The Dying Gladiator; S'h,
Ask your grocer for Benefits coal; 9th,
The Tower of London; 10th, Bennett,
just around the corner, keeps stock OF
Lackawanna, etc, etc. One evening not
long since, soon after the exhibition COM
committee of leading citizens
sought out Bennett. They found him in
the center of the crowd around the stere-
opticon distributing circulars, and after
shaking him warmly by the hand, and
rendering him Fall Rivers appreciation of
his efforts toplease her children, begged
leave 10 suggest how his show could be
Bennett replied that if he knew
his own heart he studied TO please, and
that he would be grateful to his fellow
for any little suggestion that
might occur to them calculated TO renter
the stereoptic0n more entertaining. Ga
which the chairman of the cOmmittee said
not, indeed, without some hesitation
Suppose you skip every other number
on the programme. Bennett rejoned
that that would suit him TO a shade and
the consequence was that for the rest OF
that evening he gave the crowd, Buy
your coal of Bennett" without the inter-
vention of pictures that tend to distract
the mind.
But Homer used sometimes to be caught
mid, mid, nOdding. and Gen. Mcclellan oc-
casionally failed to satisfy the exacting
demands of his country men, and Bennett,
Of Fall River, has overleaped, ultra adver-
tised himself. Thursday last found him
sitting in his Office-his coal office-moOdy
OF countenance and restless of limb. And
when his bookkeeper il quired of his chief
what it was allied him, Bennett Rplied,
I'm suffering AleXandrine pangs-l
vainly sigh for new phases of advertising
TO conquer" Presently he arose, took up
some of his latest cards-cards of mann
moth proportions, done in white and blue
upon blOod-red ackground-and saunt-
cred out, not knowing whittier he was 60
ing. Alter walking in an aimless way for
a few blocks, he not ced that just ahead of
him a hearse was standing in the street,
hard after by row of carriages.
Quick to conceive and quick to act is Ben
nett, of Fall River. Promptly he stepped
up to the driver OF the ebon vehicle and
inquired, at the same time ostentatiOusly
crisp greenback, if he would
make any objection to having a few cards
tackled just behind his box. The driver
for answer put the greeRback far down
into deep insi Re pocket of his vest, and
Go ahead, for all of me-" Ben
nett thereupon produced a small hammer
and some tacks and went ahead, for all of
him. Before the friends and acquaint-
ances on the sidewalk, who were waiting
for the funeral procession to start, were
aware of his intentions, the invitation,
- Buy your coal at Benefits" glared at
them from three several cards displayed