The Findlay Jeffersonian. [volume] (Findlay, Hancock County, Ohio) 1870-1881, 1876-08-04
HOW FORTUNES ARE MADE.

| DOES ADVERTISING PAY IN HARD TIMES
In these times when business is dull men
very naturally try to economise in every
way possible, and many shOrt-sighted bus
iness men seek TO reduce expenses by cut
ting off their advertising. That this is
poor economy "A single illustration will
show. When the great financial panic
came, many of the manufacturers of fam
lily medicines, who had been advertising
largely, were intimIdated by the threaten
ing aspect of affairs and greatly reduced
or entirely Withdrew their advertising from
the papers. To this rule of action n not
able exception was afforded in the business
policy pursued by DR. T. V. Pierce, of
Buffalo, n. Y, whose well-knOwn business
sagacity prompted him to quickly perceive
and take advantage of the lull in adver-
tising, caused by the withdrawal of his
competitors from this field of enterprise.
lie promptly contracted with the news
papers of the land for double the amount
of advertising which he had usually done.
AS others were doing but little advertising,
attention was naturally attracted by his
liberal display of printers ink, and he was
enabled. more prominently than ever be-
| fore, 10 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? DIR. Picrces Family
Medicines are today the most popular of
any that are sold, the sales far exceeding
those of all other like preparations, and
the large income derived therefrom, and
from IA very extensive practice in the treat
ment of chronic diseases, which is a prom
inc Of laa 6nrfnr.'C hrrc hoe
given him the funds to erect n grand In
valids Hotel at Buffalo, for the accommO-
dation of his many patients, which will
cost, when completed, at least two hun
dred thousand dollars. Another effect of
this advertising is seen in the sale OF sixty
thousand copies of ''The Peoples Com
mon Sense Medical Advertiser" by DIR.
Pierce, in the first year of its publication.
Fairbanks scales are known to be UneX
celled, yet many hundred thousand dollars
were spent IN advertising them, before the
people were made to appreciate their sn-
periority. A. T. Stewart considered II
good business policy, and undoubtedly 1t
paid him 10 spend many thousand dollars
in advertising his goods, yet nobody ques-
toned the excellence of his merchandise.
The grand secret of success lies in offering
only goods which possess merit to sustain
themselves and then through liberal and
persistent advertising making the people
thoroughly acquainted with their good
qualities. We do not say that the news
papers afford the only medium through
which the masses may he appealed 10 for
patronage, but IT is a significant fact thai
while Dr. Pierce has used other mediums
TO some extent, his main reliance for pop
ularizing his medicines and increasing his
practice has been upon the newspapers
That he has exercised most excellent judg-
ment in advertising. the rapid growth of
his business, until it has attained immense
proportions, and the accumulation of a
large fortune, amply attest. Other large
and successful advertisers have shown Il
like and unanimous preference for the
same class of mediums. Exchange