National Republican., 1878-05-16
ADVERTISING AND BUSINESS.

ic"n 1apltal snOulu retrORraue lntO tne hoB-
hole and quagmire IT was before the war.
|
ADVERTISING AND BUsINEsS.
The wise merchant-he who hopes for
trade and success-usually places himself
and his wares before the public through
some medium of communication. At this
era the newspaper is the only proper recog-
nized agency for such o purpose. A cotem-
pcrary very justly says that an advertise
ment is only magnifying the signboard so
that not only the people who pass by or
deal at the store will learn of its existence,
and we have shown on how poor a founda-
tion rest the claims alike of the bogus
"specialtics In which millions Of dollars
have been sunk during the last fifteen years,
and Of many of the so-called "trade-i our
mails" which offer to the dealer as custom
ers his rivals. The theory of the superiority
of the newspaper is not less sound than
plausible. II is the oaly medium that
reachea all classes of society and APP
peals 10 al with equal certainty of re-
spectful and regular hearing. II is something
more than the church-door or market
cross on which to post an announcement
that the frequcntcrs of that particular To-
cality will sco-something more than the
town-crier to call 1t to chance passCrs in the
Streets il il q mcmorandum-book always
lying open to ones hand, and a friend
whose advice il sought on every subject and
at all times. Whether its regular or its &C.
cidcntal constituency Is the more valuable
at times, who shall siy? Certain 1t IL that
it gives both to its patrons, and that its
patrons find them alike of service. As
compared with Journals of less frequent cir
culation, the superiority as q medium of
advertising Of the daily newspaper is NJ
once and easily apparent 1t gives wider
circulation anl a more varied one, since the
readers of n weekly paper devoted TO the
propagation of certain particular ideas,
religious, social, or political, or to the
collection of certain spcccs of news
or literature, must Of necessity be pco-
pie of one class and no other. The
daily newspaper further gives six Justly
raps on its nail while the weekly can only
give one thump and il is this constant
hammcring that drives home the mil.
'iN Slit'it vi NsiiN hNNSP''pNi ~
winged with the sensation of the day,
I whether it is TwEED's death, or CoNKLINu's
+, interview, or the FLORIDA confession, and
that sensation carries ii daily abroad to
thousands and thousands Of people outside
of its regular sphere. This all great advcr-
!, tiscrs have recognized, for they have begun
their worl; in the daily press and only en-
4 ia, I
tons of business and fortune had been laitl
broad and deep. 1t is, indeed, rather n COM
: plimcnt 10 the daily newspaper that the
:. quack. the swinillcr, or the disrcputahle adj
vcrtisrr has to resort to other channels 1t
does not pay these folks to advertise in Il
iirst-class tnalium, for th2re they Come
into competition with responsible dealers.
ThoS, merchants who have amaSScl for
tunes by trade have sought public patron
. ags through ths agency ui the daily news
:, paper prrss. Thcir experience should b. n
. lama to liGh. the path Of thosr who cone
, after them OF who 81 ,rs given period o.
history with them. Ii ON: merchant In Is
=. that advertising in II daily newspaper pays
;, best, his ighbDr should 90 an do like.
-, wise, for history is coatinually repeating
, itself in ever department Of Life. L.. So,
. cr,l d,t;ng lishcd merchants relate thciI
# experiences ia mrl, rs Of advertising anl
-. trade Moses. IvIsDN, BLAKEMAN, TAY.
. LOR & Co, Publishers ia New York city
Il Isiy;
eve have tried almost every sort Of IN
dium in lvcrtising, and lra gngO hr',,rur con
:, WINGED t!Ilt the results were largely in favor o
n tho fresh and varied columns of the nuwspI
II p'r.'
i NIrssrs. JoHN DUNCANs Sons, agents fo
,r LEE 4 PCRHIN's Worcestershire Sauce, ale
>. their testimony in this wise:
., AN experience Of many years has demon
u stratcl to u the great value and benefit d,
)i rived from carefully prepared aud properi!
# Displayed advertisements in wcll-cstiblishc
Il and influential newspapers"
- Then comes Mrssrs. LORD & TAYIOI
among the most successful merchant prime
:, in Sew York city, who speak of the virlu
=, OF newspaper advertising in the fo!owin
= lorci5le and emphatic manner:
"Of all the methods open to the ncrchau
!" for advertising his business an experience 4
10 nearly half Il century ,uahIvG Us t. unhcsitn
Al tingiy declare in favor Of the newspaper.
-, Is, without exception, the most cconOmicl
persistent, pNhs'nkine, ana successful eau
nj NaSsrr any business firm can sCcare for IA
o. purpose Of bringing their goods TO the attca
a. tiOn of the cOnsumrf.'
l., Are not such witnesses entitled to credit
n And II they are to bo believed, why shoul
.r not every merchant, great or small MS Il
or desires success in business, ago and do lik,
- "wisr?" All history OF success in trut
in will justify the remark that he who scel
IN n toricty most by public advertisement
- crowned by til. greatest measure of pro
of pcrity.
Id, PERSONiL.
ry --