The Jackson standard. [volume] (Jackson C.H., Ohio) 1847-1888, 1877-11-15
ABOUT ADVERTISING

After twenty one years connection with
the newspaper business, we think we
know something about the mode of adj
vertising best calculated to pay the adj
vertiser
Some men think that if they have a
really good article, it is no use to adver-
tise. This is grave mistake. When in
Cincinnati at the National convention,
we saw kind of cot used at the crowded
hotels, which was a remarkable article
for convenience. We desired to get one,
and applied to all the furniture dealers
in jackson, but they knew nothing about
it. We examined the advertisements in
the Cincinnati papers, but could get no
light on the subject. Then we wrote to
the proprietor of the hotel, and finally
found the manufacturers, and got one
Now if these parties had advertised,
their sales would have been immense.
We accidently discovered, last winter,
in one Of the stores, a new kind of lamp.
1t is the finest thing we ever saws sim
pie, has no chimney, and is very nearly
equal to a gas jet. We could not find
this lamp advertised any place, and had
great difficulty in finding them. We got
two of them, and would not part with
them for any reasonable price They are
not advertised, and we see nearly every
body using the old dirty. dangerous
lamps.
There is another kind of advertisers,
who make great spread over worthless
articles. They make it pay for a time,
but as soon as their goods are tested, they
play out.
Now let us speak Of another kind OF
advertisers As we have already indica-
ted, good article to be successful, must
be advertised. A poor article, well ad-
vertsed, will succeed for a short time
only. But take a meritorious article,
and you cannot expend too much money
in advertising it.
Take an instance. We went into the
card business cautiously, but we bought
good article. We spent good deal OF
money in advertising, and the result is
that the business has become immense,
and we have received during the past
two months, at the rate of $1,000 per
year. Two days, last Friday and Satur-
day, we received for cards alone, $2063.
Ike another instance. 1t was sup
posed that the sewing machine agents
who had been travelling over this part OF
the country for years, had supplied near
ly every family with a sewing machine.
James B. Howe had fifteen years expe-
rience in the business, and he came here
and introduced the Wanzer machine. 1t
is a superior article-there is no doubt
about that. 1t is simple in construction,
not liable to get out of order, as it is sub
stantially made; it runs light, and SO
does not fatigue the operator; it does all
kinds of sewing in the finest style, and is
neat piece OF furniture. But suppose
Mr.. Howe had depended upon its ac-
knowledged merits, as the propri-
etors of the cot and lamp did; his failure
would have been as signal as it has been
in those cases He at once went to ad-
vertising, and has continued it, and is
paying out hundreds of dollars for adver
tising and the result is most astonishing
1t is paying him very largely. He in
formed us on Monday that his last order
for machines was for III, which are now
on the way, and that these would not fill
all his orders. His agents are meeting
shTewd enough to keep up his advertis
ing, and he now talks Of taking an entire
page of the Standard for one week, and
get one thousand additional copies of the
paper. There is no danger of his over
doing his advertising, as the better hi
machines are known. the greater will b'
his sales.