The Portland daily press. [volume] (Portland, Me.) 1862-1921, 1876-08-08
HOW FORTUNES ARE MADE. ,xs
Does Advertising Pay ira Is ard Timese

In these times when business is dull men
possible, and many short-sghted business men
seek to reduce expenses by cutting off their ad-
vertising. That this is pAae economy single
Illustration will show. - the great finan-
cial panic came, many Of II manufacturers of
family medicines, who had been advertising
largely, were inundated by the threatening
aspect of affairs and greatly reduced or entirely
withdrew their advertising from the papers. To
this rule of action notable exception was af-
forded in the business policy pursued by DR.. r.
V. PIERCE of Buffalo, n. Y, ,whose well known
business sagacity prompted him to quickly per-
ceive and take advantage of the lull IN adver-
Using, caused by the withdrawal of his COM
pettors from this field of enterprise. He
promptly contracted with the newspapers of
the land for double the amount of advertising
which he had usually done, AS others were
doing but little advertising, attention was nat
urally attracted by his liberal display OF print
ers ink, and he was enabled more prominently
than ever before, to bring the merits of his
medicines TO the notice of the public. The
large sum of two hundred thousand dollars was
spent in one years Advertising The past year
still larger sum has been expended. What
has been the result? DR., Perce's Family
Medicines are to-day the most popular of any
that are sold, the sales far exceeding those of
all other like preparations, and the large in
come derived therefrom, and from a very ex-
tensive practice in the treatment of chronic
diseases, which is a prominent branch of the
doctors business, has given him the funds to
erect a grand Invalids' Hotel at Buffalo for the
accommodation of his many patients. which
will COST when com pleted, at least two hundred
| thousand dollars. Another effect of this adyer-
Using is seen in the sale of sixty thousand cop
| les of "The Peoples Common Sense Medical
Adviser" by Dr. Pierce, in the first year of its
| publication. Who says that advertising in
| hard times does not pay? The foey NAV say
| that if medicines and other goods have merit
| they will find sale without advertising. Fair
| banks scales are known to be unexcelled, vet
| many hundred thousand dollars were spent in
| advertising them, before the people were made
| to appreciate their superiority. A. T. Stewart
| considered it good business policy, and un-
| doubleday it paid him, to spe nd many hundred
| thousand dollars in advertising his goods, yet
| nobody questioned the excellence of his mer-
| chandise. The grand secret of success lies in
| offering only goods which possess merit TO sus-
| tain themselves, and then through liberal and
| persistent advertising making the people thor
| oughly acquainted with their good qualities.
| We do not say that the newspapers afford the
| only medium through which the masses may
| be appealed to for patronage but it is signii-
| cant fact that while Dr. Pierce has used other
| mediums to some extent, his main reliance for
| popularizng his medicines and increasing his
| practice has been upon the newspapers. That
| be has exercised most excellent Judgment in
| advertising, the rapid growth of his business,
| until it has attained immense proportions, and
| the accumulation of a large fortune, amply at
| test. Other large and successful advertisers
| have shown like and unanimous preference
| for the same class of mediums. -EGcbdnge.