American citizen. [volume] (Canton, Miss.) 1864-1890, 1875-06-05

pean nobility. The AenOphOn for ele-
gance, grace and comfort surpssses all
fts competitors" They say that the
wrath Of the green-grocer-he turned
green from -taee-as he saw how the
grist has been diverted from his own
mill was something fearful to contem-
plate.
We have been led into making the fore
going cursory remarks from contemplat-
ing q notable phase in the life of a
thorough going, 4uII- bfooded advertiser
Which his name is Bennett, dealer in
coal in the busting and energetic town
of FAN River, in the Commonwealth of
Massachusetts. He has q full-orbed
genius for advertising, has Bennett, and
seductive card or the irresistible circular
whose end is to induce a discriminating
public-cash customers preferred-to
buy the Bennett coal and to refuse ell
other. You shAll ~ DIS ADVERTISE
ments lin prose and fhyme and blank
verse, not alone in the Fall River dailies
and semi-weeklies and tri-weeklies and
weeklies and monthlies and quarterlies;
but to avail himself Of these avenues is
not for him to leave others untried.
Hence, on all the fences that line all the
roads that lead to FAN Rivsss on,all the
dead and morlbupd walls II Fall River;
manacs and calepd4rs 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 Lackawanna coal a
speciality the world is still in the car
boniferous age, and the testimony of the
rocks within circuit of 100 miles
around Fail River would seem to con-
firm him in his belief. They all bear the
Endorsement of coal"-in fact of Ben
netts coaEdegig1edfor the Fall River
Fall River on theft way to or from New
port report that the train boys, in place
of the customary dried-spple turnover,
or dime novel,, or prize package, hand
passengers delicate white boxes begirt
look for an sthewde& Ike the current
receptacles FOR squares Of regulation
wedding-cake, but the curious way
faring man who loosens one of the
ribbons and raises one of the delicate
white covers finds for his pains a fine
ny 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 stsreoDticon exh8 itions, Bennett
does, tUte people~4 Iii River. They
are delighted to can him pet names. The
programme of each performance IS ar
ranged so as 10 have the esthetical and
the practical alternate-now q picture
and now . text. Thus: 1st.f Sistine Ma
donna. I'd. Buy your coal at BENEFITS.
3D.. Palmer's Angel ct the Sepulchre.
ass Bsnos s shs Ress 19s coal 1 Ssh
Jane Grey. 9Th. Coal for the million at
Benefits. s7th. The Dying sGladiator
9Th. Ask your grocer for BENEFITS coal
9th. The Tower Of London. 10th. Ben
nett, just around the corner, keeps q
stock ofslackawannas etG.,s etc. One
evening not long since, soon after the
exhibition commenced, committee of
leading citizens sought out Bennett.
They found him in the center Of the
crowd around the stereopticon, dlstribu-
ing circulars, and after shaking him
warmly by the hand, and rendering him
Fall Rivers appreciation of his efforts to
please her children, begged leave to sug-
gest how his show could be improved.
Bennett replied that if he knew his own
heart he studied to please, and he would
be grateful to his fellow-citizens for any
little suggestion that might occur to
them calcplsted to fender the stereopti-
con more entertaining. On which the
chairman of the committee said-not,
pose you skip every other number on the
programme" Bennett rejoined that that
would suit him to a shade, and the con-
sequence was that for the rest of that
evening hesgsve theseroVd "Buy your
coal of Bennettp Without sthe hterven-
ton Of pictures that tend to distract the
mind. y
But Homer used. sometimes to be
caught mid, mid, 'nodding, andGen. NC
Clellan occasionally failed TO satisfy the
exacting demands of his countrymen,
leaped, ultraradvertised hkdss6. Thurs
day last found him sitting in his office
his coal off1ce-moody. of, countenance
and restless of limb. And when his
oojk-keeper inquired u his chief what
it was allied him, Bennett replied: "I'm
suffering Alexandfine pangs-I vainly
sigh for new phases of advertising to
conquer" Presently hes arose, took up
some of his latest cards-cards Of NAM
moth proportions, done in white and
blue upon blood-red background-and
sauntefed out, not knowing whittier he
was going. After walking in an aimless
way for a few blockpzghe- noticed tina,
just ahead of him ay<9kzse. was standing
in the street, followed hard after by a
row of carriages Quick to conceive
and quick to act is Bennett, of Fall
River. Promptly he stepped to the
driver of the ebOn vehicle and inquired
at the same time ostentatiously display
ing q crisp greenback, if he would make
any objection to having a few cards
tackled just behind his box. The driver
for answer put the greenback far down
into q deep inside pocket of his vest
and answered: "Go ahead for all of
me-" Bennett thereupon produced a
small hammer and some tacks and went
ahead for all of him. Before the friends
and acquaintance on the sidewalk
who were waiting for the funeral pro-
cession to start, were aware of his
intentions, the invitation, "Buy your
coal at Bennett's," glared at them from
three several cards displayed from the
side and rear Of the hearse. Bennett, OF
Fail River, returned to his Office, reas.
sured man, and joyously dnbosomed
himself to his book-keeper. IL never
got such q chance before, he began
and never improved one better. You
see these hearses go 80 SLOW through
town that people can't help but read
those cards showing cOnspicuously on
the black surface. I'm only sorry ]
didn't ask the driver who seemed an ao-
commodating fellow. to take o. ircuitous
route. However-" At this abrupt
point in his discourse Bennett, of Fall
River, brought up all of sudden For,
loI thore bounded into his presence a
man dressed in black, with black Grape
all over his hat aad black studs in his
shirt, who introduced himself with the
remark: I'm the husband of the de-
ceased and hired that yer hearse." The