Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1876-12-02

TIE RESULTS or ADVERTISING.

Anything over, Ben ?"
mot dollar, just paid the Journal'l
bill for advertising, which has pretty mucl
cleaned me out"
"How muchP"
''Forty-two dollars and twenty-five
cents.
ben, don't like to tell you that yo,
are the biggest fool on the street. bu
you are"
'Wait Joe, and see," returned thu
other, with confident air.
"Forty-two dollars for advertising,"
Just so, and for three months adver
tising."
The applicant for anything over" gave
peculiar whistle TO define the length
breadth and depth of his astonshment.
The conversation occurred in the store
of Benjamin Watson. young and enter
prising merchant. who had commenced
business on his own account. The Other
person, who. to use his own classic ex
preston, was "bang up and wanted $5C
to make up the amount OF a note due thai
day, was Joseph Watson, cousin o
the other. They had been classmates in
youth. and staunch friends in maturity
Though there was great diversity oI
opinion on many topics, great sympathy
existed between them.
They commenced besiness about the
same time time, and under nearly the
same circumstances, both being obliged
for the want Of sufficient capital to mort
gage the stock of their respective stores
Thus far they had done well, and the
prospect was that they both would be-
come wealthy and distinguished mer
chants.
They had married sisters and occupied
tenements in the same block. Theil
houses were furnished in substantially the
same style, and no material difference oil
expenditure. Both had been brought up
to business habits and educated into the
principles of rigid economy.
"FOrty-two dollars for advertising" re-
turned Joe.
land if | had money to spare would
spend double that sum-" said BENJAMIN.
What benefit do you expect to realize
from it P"
"You are behind the times, Joe. Ben
eft? What a question P expect to make
my fortune by it,"
"Humbug'
'LoOk at Brandreth and Swain"
both humbugs."
"No matter for that; If these fellows
have been able to make princcly fortunes
by advertising humbugs, how much more
SO will he who deals in substantial reali.
ties! I"
IAN CANNON
''We differ; time will tell who is in the
right"
Seriously. Ben, you will ruin yourself
if you keep on in this manner. Forty
two dollars a quarter for advertising!"
Don't do it, Ben.'
"HOw does it happen, Joe, that you
are in the street borrowing money!
never did such thing since l commenc.
ed business
"How does it happen. Ben. that you
haven't any money to lend P" asked Joe,
with a smile.
Because l have spent it in advertis-
ing"
Better spend 1t for operas and 40's."
"Wait, Joe, wait"
II spent nothing for advertising but |
VIII bet you the oysters my sales are as
large as yours for the last quarter.
II will take you up on the next quar-
ter"
"Why not on the last P"
Advertising is something like planting Q
potatoes; you must wait for the crop"
"Don't believe it. Ben. When i have
a fifty spot don't know what to do with
| shall put it into my family. Buy libra
ry, new sofa. or something OF that sort.
should rather go TO the White Noun
tains with it than throw it away upon the
"You do not know your own interest,
Joe.''
Don't lp Some kinds of business
might thrive on advertising; but ours,
never. Do you believe the women look
in the newspapers before they go shop
pingp"
"Well, there was lady in here now,
who said she saw such and such goods
advertised by me-"
''Pshaw! and on the strength of that
you are going to spend $50 more in ad-
Ben, you are crazy" and Jo-
seph Weston turned. on his heel and left
the store, assured in his own mind that
his friend was going to ruin.
In his estimation such loose principles
would eventually bring him to bankrupt
cy. But Ben was his friend, and he deep-
ly commiserated him because he clung To
such pernicous doctrines.
CHAPTER II.
Business prospered with the young men
By prudent and careful management, each
had not only made a living, but had been
able to pay small portion OF the mort
gage on the stock at the end of the first
year.
Joseph had the advantage of his friend
in possessing a better location, and though
his rent was somewhat higher, the differ
ence was more than compensated by the
increased facilities it afforded him. The
prospect was decidedly bright 10 him. If
his business increased as it had done, he
would be enabled to clear himself of debt
In another year.
Under this encouraging aspect he ven-
tured TO spend hundred dollar in addi-
tion to his furniture, which his wife insist
was absolutely necessary for their comfort
and happiness. The house had been fur
nished altogether too plain for this pro-
gressive age, Ia her estimation. She was
behind some of her friends who, she was
sure. was doing no better than her hus-