Mexico weekly ledger., 1877-08-09
HOW TO ADVERT cr
VIEWS OF A s~UcczssFur

N, , rsaASS0clatl0n OIL
!, IS, in Detroit, Sherman
~, Of Boffalo, President of the
lion, made an address which
remarkable for its sound sense
and b~usiness-likc utterance. From
the many good points in his speech
we select few paragraphs ON 'adyer-
tising.''I They are ali the more yalu-
able to t~radesmen, merchants and
manufacturers BECAUSE they are utter.
anees, pot Of a newspaper publisher
or an advertising solicitor, but abusi-
ness man. a man who looks upon and
uses advertising solely as an aid to.
his business, and who with a business
mans caution and good sense, selects
only the, best possible SYSTEM the
system which viii most thoroughly
advertise his business and bring him
in the surest returns. Business men
should read Mr.. Jewett's views:
| "Thq tawdry ithographs so freely
used by manufacturers neither ex-
press good sense, or good taste ; they
suffer even, by the comparison with
the comic yalentine, for although the
latter is essentially vulgar, and fire.
lquently . hurtfuls missile in the hands
tof q foolish or malicious person
fit means something-it has about
it some, touch of humor-it tells for
what it was designed-but the stove
manufacturers yalentine-I mean his
red and yellow Autograph, has no re-
deeming qualities. about it. AT hest
it announces the theughtlessness or
want of dignity of its author; and if
it does NOT hint with a certain degree
of. positiveness at the probable infe-
riority of his wares, it is less injurious
than 1 have been inclined to regard
it. .,.5
Fence advertisement cannot be
too emphatically Conference.-The char
acterise it as vile is scarcely TO do it
adequate justice. It. is primarily OBJ
feetionable because it brings the man
ufactures we wish to adver, Use into
doubtful company on the public high
ways, and every prudent business mai
must know, if he has given to .his adj
yertising the careful attention it de-
serves, that money devoted TO paper
ing fences is utterly wasted The show
man who cxpends 500, 900 Il year III
glittering and gorgeous illuminations
illustrative Of his exhautless zoologi.
+. cal resources and arenic wonders,
has warrant for his monopoly of the
boards, in the fact that Il large pro
portion Of his patrons is made up o.
those who, with open mouth and star
ing eyes, prosecute their studies il
the shadow of the fences. But the
same manager, you will observe, EN-
= ploys other means by which to reacl
the public-appliances upon which Ii
relies for his best effects. His bust
ness requires him, by M method anC
another, to reach every class of tin
community, and printers ink is mad
to render a varied and invaluable ser
} vice at whatever cost. ] know a gen
/ tleman who expends $3.50, 90 annual,
for advertising, but you cannot flint
his name on the fences; he is the bes
advertiser in the country, but there
nothing comical n grotesque abou
his way of doing business. Now, TIN
=, members OF this association who pat
ronize the fence are overshadowed b.
:. the great showmen and are compelled
to keep companyIwith the small ven
= doris of thin nostrslms, the proprietor
of some three-legged calf, directors G
a fat woman, the patentee of some vii
, %lainous bitters, orscompounder of phi
. that are warranted to cure all the i'll
that flesh is heir to. L have seen tn
names of good firms brought into thi
i disagreeable relationship, and hav
D felt sorry for them. Those in want {
any of the products Of our ~factorie
. are not influenced by this sort of ad
y~ertising."
c "The glaring poster neither il
spires confidence nor conveys the il
formation the public desire and
J we would make the best. possible us
. Of our money in giving publicity [
+ our claims as manufacturers, "
should patronize able and responsible
newspapers. The is immeasurabl
u the best medium open to our trade
the most liberal and expert adve
Users testify to its value and in IL
employment OF its columns we wouI
II End a means of escape from the vast
ful, mndignified and ineffective method
n to which so many now resort in the
It eager desire to secure attention an
J. patronage"
A BIG LAW SUIT.