Memphis daily appeal. [volume] (Memphis, Tenn.) 1847-1886, 1878-05-18
HOW TO ADVERTISE.

Business men who have tried all sorts of
Cxpedients for making known their wants
unite in the opinion that, after all, the news
paper is the most efficient medium. At
nearly every mans door in this city are de-
posted during the day and night advertising
hand-bills. These are never read. Indeed,
they are regarded as a nuisance, and are
swept away with the other accumulated
trash. In discussing the superiority of the
newspaper for communication between the
advertiser who has goods to sell and the con-
sumner, the New York World says: ut is the
only medium that reaches all classes of socie-
ty, and appeals to all with equal certainty OF
a respectful and regular hearing. 1t is some
thing more than the church door or market
cross on which to post an announcement that
the frequenters of that particular locality will
see-something more than the town-crier to
call it TO chance passers in the street; it is a
memorandum book always lying open
to ones hand, and a friend whose
advice is sought on every subject and
at all times. Whether its regular or
Its accidental constituency is the more valua-
ble at times, who shall say? Certain it is
that it gives both to its patrons, and that its
patrons find them alike of service. As COM
pared with journals of less frequent circula-
ton, the superiority as a medium of adver-
tisir g of the daily newspaper is at once and
easily apparent. 1t gives wider circulation
and a more varied one, since the readers of
weekly paper devoted to the propagation of
certain particular ideas, religious, social or
political, or to the collection of certain spe-
cies of news or literature, must of necessity
be people of one class and no other. The
daily newspaper further gives six lusty raps
on its nail, while the weekly can only give
one thump, and it is this constant hammer
ing that drives home the nail. Finally, the
shaft of the daily newspaper is winged with
the sensation of the day, whether it is Tweed's
death, or Conkling's interview, or the Flori-
ia confession, and that sensation carries it
daily abroad to thousands of people outside
of its regular sphere. This all
great advertisers have recognized, for
they have begun their work in the
daily press, and only employed aux
iiiary mediums after the foundations of bust
ness and fortune had been laid broad and
deep. Ii Is, indeed, rather a compliment to
the daily newspaper that the quack, the SWIM
dler or the disreputable advertiser has to re-
sort to other channels. 1t does not pay these
folks to advertise in a 6rst-class medium, for
there they come INTO competition with re-
sponsible dealers. When a customer is only
desired that he may be cheated, as he will
never return, it is not advisable that it should
cost too much to ensare him, or that he should
learn that there are other people more repu-
table in the same line of business. But,
after all, the only lamp for the advertiser
feet is experience. If other men have found
that advertising pays and pays best in the
daily newspaper; that not only Is expendi-
ture in this direction judicious when it is a
question OF building up a business, but when
the customers thus invited have been re-
tanned by fair dealing. courtesy and integrity