The Morristown gazette. [volume] (Morristown, Tenn.) 1867-1920, 1878-04-10
ARonT ADKERz,Ls

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ment Of Shannon Sc Co., last week, we
had not space to refer to the judicious |
and sensible remarks OF New York |
contemporary then before US on the sub
jectof newspaper advertising generally. |
It dwells particularly on two points in
newspaper advertising about which.
most advertisers are, ignorant, though
they may make efforts to attract Gus
toners to their stores by the use of the
columns of the newspaper. The first is |
that no expenditure for advertising,
however judicions or lavish, will create
or improve trade without the adver-
Users cooperation. He may I'LL col
aumns with announcements of the SUI
perisr quality and cheapness of his
goods, but unless those goods are low
priced and excellent his money will be
wasted. To paraphrase DR.. johnson,
the newspaper brings customers to. his
store, but cannot be expected to make
them buy goods. That is his part of
the business, and if he does not dis
charge it faithfully he has only been
building costly system of water-works
to be fed from an arid rock. To this
cause may be attributed much of the
existing reluctance of dealers to adver-
tise their wares A or B Whose goods
never answered his representations
spent thousands of dollars in advertising;
his store was crowded for a while, then
it was deserted and he failed-therefor
there is nothing in advertising The
argument may be regarded by some
people as plausible, but it does not re-
quire much intellectual power to detect
its fallacy, aas q
Still another point to be mentioned is
the belief that because an advertisement
which appears to-day is not followed to-
morrow by an appreciabIe increase of
sales the advertisement has done no
good and the theory of advertising is
false. Though it is perhaps impossible
to insert a notice that shall not be read
let any Didymus put three-line card.
tsWanted = A Dog" in the obscurest
corner of the obscurest weekly or daily
and be convinced of this-it is not to be
expected that the moment a person casts
his eye upon an advertisers announce
ment he sets out for the advertisers
store He may not at the time need any
article in the merchants line, or he may
deal with another house. But if the
representation is attractive he will al
most inevitably, whenever he needs any
thing of the kind announced, turn to
the paper where he saw the card and
give the advertiser a trial. The mer-
chant should regard his outlay for all
vertising as he would that for painting
his building or putting up his signboard
las necessary charge upon the whole
years business, the effect of which is
not to be perceived Immediately. Men
do not SOW wheat one day and harvest
it the next. - .jE' rIis
J. The fact just mentioned includes an
other. the man who has begun to cad-
vertise must keep on advertising if he
desires continual increase in the vol
ume of his business He may keep
STEADY clientele of satisfied customers, but
the chances are that SEINE of these will
be detached by seeing the advantages of
other dealers persistently advocated
He will certainly not attract new pa
irons. They viii go elsewhere, just as
they would seek another store than his
if on coming to his door they found it
locked and the shutters up. fa
We have already gone over the sb-
jections to the catchpenny illegitimate
mediums OF. advertising so much affect
ed hitherto by dealers who thought that
eheapness always meant economy, and
that in the advertising department of
any business the principles governing
the conduct of the other departments no
longer obtained. Lord & Taylor, the
| great merchants of New York, whose
names are familiar in the mouths of
| Americans, publish this testimony.
/ 'sof all the methods open to the merchant for
advertising his business, an experience of nearly
half century enables us to unhesitatingy declare
in favor OF thenewsp&per. 1t is, without excep-
ton, the most economical. persistent, panstaking
and successful canvasser any business firm can
secure for the purpose Of bringing their goods to
| the attention of the consumer" sre,
No comment upon this recital of ex-
perience is needed, further than to note
that Messrs Lord s. Taylor and Shannon
s. Co. have taken the sound scientific
view OF advertising, that they recognize
the necessity for persistence and under
stand that the newspaper has done its
duty when it has brought the advertls-
er's goods to the attention of the con-
sumner