The Dallas weekly herald. [volume] (Dallas, Tex.) 1873-1885, 1881-12-01
TOOun nrADEms.

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no QUA nEADEns.
We ask attention Of the readers Of the
llGnALD to our advertising columns, and nj
The same time wish to refer 10 the benefits
hat are sure TO accrue 10 those who patron
lie liberal advertisers. The experience OF
the world tcstiGcs TO the benefits nearly
all fair, libcral-nIindcd, honest dealers have
derived from advertising in newspapers. In
doing this they invite the public to visit
them, and examine their goods and wares.
1t is n further evidence that they are
anxious to sell and at reasonable prices.
The oIosc-fsted merchant or tradesman,
who grudgingly pays the necessary OK
penses of carrying on his business, who
never gives cent to the poor and deserving,
never makes his business or occupation
known through the columns ola newspaper,
as rule, will ask more for his wares and
merchandise, and probably keeps and sells
moreinferior articles than do the advertisers.
1t is the generous, liberal whole-souled
5 business man, who advertises freely, solicits
trade, and is willing todisp9se of his articles
at living prices, that gains the conf
dence OF the public, succeeds in
his undertakings, maintains his good
standing, and his reputation is enhanced as
he Crows in wealth.. How many short
sighted, penurious dealers will say, II do
iust as much business without advertising
asT would do if kept my name in the pa
pers all the time" or, advertising DOM
pay.o or. ~ know it is a good thing, but my
expeuses are heavy" or thousand-and-one
excuses as trivial and deceptive as the
above, when, if they run their eyes over the
columns of a paper, they could easily ascer-
tain that the constant and judicious adver-
tiser is the one who receives the greatest
patronage and is accommodating wealth.
There are exceptions to nearly all rules, but
the advertising question does not admit OF
doubt and we think we can confidently
say to our readers that by patronizing and
dealing with liberal advertisers they will
not go astray. While those who do not ad-
yertise, and whose business is more or less
contracted thereby, must and will demand
higher prices to meet their necessary cx-
penses of business, and are always COM
planning of ''hard times and dull trade"
their more enlightened and thoroughly edu-
Gated business neighbors are making
money through the agency of newspa-
pers. For these cogent reasons, we
ask our readers. to look closely to
the advertising columns of the HERALD.
Reaching as we do, thousands of readers in
various portions of Texas and other States,
nofiner medium can be found in North
Texas for the dissemination of mat
ter of this character than the HER
AID In fact we are constantly in
receipt of communications asking
as to the reliability of this firm or the other.
of this advertisement or another, and such
facts forever settle the question as to wheth-
er advertisements are read or not. In short
so numerous of late have been these inqui-
ries that we have thought it proper to call
attention editorially to the fact that the
columns Of the HERALD now present finer
field for advertising than ever before. We
yldly be.ieye there are any business men
in our midst who may be termed moss
backs" or "fogies, but II there be such, let
them read and reflect upon the few thoughts
thrown out here, The public naturally
take up and patronize man who they see
is "paddling his own canoe" and it is gem
orally pretty good evidence of success
when man is utilizing in the press and
otherwise the different avenues of trade.
The man in circumscribed circumstances is
40. sellelaily able 10 lesoll 10 ADVERTISING
or display, and when one is found who does,
It may, as general rule, be taken as evil
dence Of prosperity. A hint to the wise is
popularly supposed to be sufficient