Staunton spectator. [volume] (Staunton, Va.) 1849-1896, 1878-04-23
About Advertising.

Lynchburg Nrgimian, who affect to be-
lieye that advertising in the newspapers
is of little value in the way of securing
trade. But it will be readily perceived
that they are neither the shrewdest, or
most enterprising men who hold this
view. They are not the Stewards, or
Devlins, whose fame has been waited
all over the country, through the me-
dunn of newspapers; but they are the
men who are content to cit down in their
business houses and wait for the little
trade that seeks them, but which they
make no well directed efforts to attract.
Show US community that has live, in
f1uential newspapers, well filled with the
advertisements of the business men of
their city, and we will show you city
instinct with life; whereas, a dead pa
per, not half supported, is a pretty fair
type of the community in which it is
found.
A somewhat noted Virginia editor,
now dead, upon being asked how bis
town, which was never remarkable fol
thrift, managed to support three news
papers replied: ut takes three news
papers to support it." And there was
some truth in that remark.
The Baltimore Anaeric an, that is now
urging its merchants to make active ex'
ertions to secure the Virginia trade, and
Is preparing to publish an extra edition
for gratuitous circulatio in this State
has long and well considered article OF
the subject of advertising. After netic
ing the various medes adopted, in daub'
ing rocks, fences, &C., it affirms that no
thing is equal to the respectable and in
fiuential newspaper as means Of adj
vertising. It further combats the idea,
so common, that, in dull times, men are
justified in Withdrawing their advertise
ments from the newspaper-the very
time, above allothers, when they should
make extra exertions to secure share
of the trade that is done, even in the
authorities, saying:
"a writer in the New York Evening
Post remarks that very successful mer-
chant in large New England city once
said to him: Il always advertise most
when times are dull. In busy seasons ii
is only necessary to keep my name be-
fore the public; I am sure to get my
share of the spontaneous traffic. But
, when business is light then I illuminate
my broadside of special bargains. and
then is just the time when special bar
gains are sought for Doubtless many
other tradesmen who have gone ahead
in the race could tell the same story, and
it is well worth while the study both OF
beginners and of elders who have won
dered why custom was SO slack, although
they distributed handbills and stuck
their posters on dead walls. An address
which the World prints from man OF
business who had fully grasped the
theory of advertising contains this ex-
tract: IF we would make the best posi-
BILE use of our money we should patronize
ably conducted and responsible newspa-
pers'-not the first newspaper which
puts itself in the way, even If it proffers
the superficial advantage of an alleged
wide circulation. The newspaper is I'M
measurably the best medium open to our
trade said the President of the Stove
Manufacturers Convention, and in the
employment of its columns we would
AAO a H0duS VI OSCdPC HULL W0oCCAAA,
undignified and ineffective methods
the methods that should be left to the
charlatan and empiric.
IA well arranged, conspicuous adver-
tisement in a reliable journal never es-
capes the eye of the public. 1t carries
the message of the advertiser everywhere
and commands respectful attention from
everybody. It is not pushed aside, or
thrust out of sight or forgotten. It earns
the confidence of readers and is consult
ed by thousands ofintendipg purchasers.
It's cost is even small In comparison
with that of the foolish advertising Sc
strongly condemned by business experts.
The money thrown away on the schemes
of which we have above spoken would
have paid for large amount of news
paper advertising that would have slim
ulated trade and vastly increased sales.
The whole country is talking now of a
revival of industry and prosperity, and
it is very sure thing that the business
men who reap the largest benefits will
be those who take care that the newspa-
pers shall do them good service"