Whig and tribune. [volume] (Jackson, Tenn.) 1870-1877, 1876-06-03

WoRD TO TIEE WIsK.-T7ie shreWd ad-
Eertiser does not waste MONEY on ndvsr-
Using schemes that promise veil but pay
nothing. Is Jocks very we'll % piacard
ta4 SIDE 81 3 1riaee. or llsf l2liF7ts q
II t[4r
lI Is Qulst artistic, and 81 |.S,es g no doubt
that descendants Of the ancient Egyp-
tians inhabit this land, unless they take
it for specimens of aboriginal picture
writing. Such advertisement, cheap as
It II, is utterly worthless. Advertising
is not something YOU force the public %
read, OF lie In wait for Il and seduce Z in-
70 reading. Advertisement Is plain, pl8l-
teal, and busIness-liks, or elss It is worta-
less. That Is, it Is something for con-
munity who purchase 70 read because
they want to purchase and read for In
formation. The public forms its opin-
ions from advertisements, and one thing
will strike one class, another, another
class, aBd everybody will be very well
suited In the end. The public may be
fooled, IL may make mistakes, bat Il don't
make very grievous blunders. Itis atOl-
erably shrewd, sharp public. The entire
tendency OF to-day Is away from picture
writing and hierOglyphics ON walls, fen
ces and bridges. Shrewd, sharp men
used IL once, and It was attractive, sin
xular. and had its effect. Others follow
the beaten path, long after the shrewd,
sharp men have seen that any beneft
from that source Is over, and have adOp-
ted new methods. At best IL benefited
mainly quack medicines.
Advertising In newspapers, on the con-
trary grows as business increases, and
trade multipiies. TIE 9ldest and most
thorouelhly worked business con1munt--
ties show the largest advertising IN
newspapers. In New York II Is larger
than any where in this country, and the
r1sfIrs
umns OF small advertisemsHts In small
type. In London, an older and Inore
crowded business community, the Iimee
issues four pages with nothing bat small
crowded advertisements. Shrewd Ousi-
ness men do not throw their money A.
way. nor put it where there Is Nc return
week after week and year after year
They put 1t there because II pays,
because there are men who are IS anx-
iOus TO buy as they are 70 sell, and who
will read Advertisements.
Any man can advertise his business oil
a gate post, on rock, on a bridge, on
log, ON tree, but who reads themp No
body. We don't seek information there.
Any man can do that. It costs but little.
1t requires, howeve-, a certain bustI'ess
standing to advertise In good news
paper. IL requires business that Is
worth sOmething, or that It's proprietor
-RAAA~--A-AHlNT
vertise ia newspapers. The qUack can't
do it long, for he VIII break down, and
fail 20 come up % his. professions. The
merchant who O. not dBing a straightfor-
ward, honest, sahi business, keeping his
stocks up 70 all he represents them 20 be,
can't advertise long IN Newspaper, for
every advertisements is bringing the end
Of his career that much closer, because
he is advertising one thing and doing an
other. IL Is the solid, safe basiness man
who can best afford it and him IL pays
best. The shrewd community Is vast
deal sharper than many people give IL
credit for IL does not look 20 the fences
or bridges where any man can put his
card foE mere song and keep Il there
for nothing, but 70 the newspapers,
where only a steady, good business can
afford steady advertisement We have
q direct, personal interest In this, OF
couse, but IL is plain. common sense, and
justified by the experience Of shrewd
men.