Daily Republican., 1878-12-11
WEDNESDAY, DECEMsER ll,gas7s,
rhe REPUBLICAN has the largest
circulation Of ANY paper In Della
ware. AdVerttsers lake = mote Of
this.
JudiciOus Advertising.

JudiciOus Advertising.
II il a little strange that although
this is time for the use of printer 5
ink by our merchants and other bust.
ness men, that there should be SO many
who do not appreciate the benefits aris.
ing from judicious system of aaver-
tising. There are many people who
kind ofeke out cramped, crippled ex'
istence, in the merchandise business,
whose names or places of business new
er appear in the local newspapers, ex-
cept at the voluntary instance OF some
enterprising reporter in search CT news,
who may notice that Mr.. So and So has
been closed up by the sheriff, or that
somebody else has cen sold out by the
constable, or worse still, that Mr.. Some
body had followed the example Of the
wandering Arabs, who during the night
had silently folded their tents and
stole away There are exceptions to
this, as there are to all rules, and occa-
sionally We find one here and there
who succeeds in business without ad-
vertising, but it is because their place
OF business has been well advertised by
some predecessor, and it becomes
known as a business, place or be-
cause. possibly, the merchant may have
large following of personal friends
and acquaintances, but even then, such
shopkeepers and places of business are
never known to the outside busy bust
ling world, which is ever on the alert
for new attractions, and scans the pa
pers with an eager eye to see what is
going on in the world. In running
over the columns of an enterprising and
live journal, it will soon be seen where
the live business man or woman is 10
Gated, by their attractive advertisement
showing where they may be found, and
what they have for sale.
Those who read the REPUBLICAN, and
nearly every one does, advertisements
and all are attracted by the business
notices of such merchants as w. Nj.
Kennard & Co., &. Worrell, Crosby &
Hill, Russell x Northrop, the dry goods
men Adams 4 Bro, the variety men
{. +. Rudolph, the jeweler; John II.
Moore, the tailor; Pike, the shoe man
Lieberman and Y. L. Holmes, the
clothiers, and scores of others, whom to
name, would make our article too long,
but there are many other business men,
even on Market street, whose names
are never seen in the papers. 1t is true,
that many men in business fail in spite
of all their advertising, but it is no
overdrawn picture to suppose that they
would have failed worse had they not
advertised. 1t may be settled as a cor
rect principle that judicious advertis
ing will break nobody up, but lnjudi-
cious and reckless advertising, if per
sisted in. will break anybody up; but
everybody in business should advertise.
The correct view which expert
ence brings, is that advertising should
be included in the general estimate OF
expenses, as regularly al store rent;
clerk hire, or insurance. 1t is often
said, with great force, that good stand
at high rent, is better than a poor
one rent free, but advertising will bring
q man before the public in such a way,
that it will make any "stand" good.
Our article would be incomplete We're
We not to say that the most judicious
way of advertising is in the daily local
papers, whica are read by almost every
man, woman and child that can reads
and among those local papers of Will
miagton, in which advertising pays
both the merchant and publisher, is
the REPUBLICAN, with its daily issue of
about 5000 copies and 10000 readers.