The Dallas daily herald. [volume] (Dallas, Tex.) 1873-1887, 1881-11-24
To READERS.

OUR READERS.
We ask attention of the readers of the
HERALD to our advertising columns, and at
the same time wish to refer to the benefits
Tint are sure to accrue to those who patron
ize liberal advertisers. The experience of
the world testifes to the benefits nearly
all fair, liberal minded, honest dealers have
derived from advertising in newspapers. In
doing this they invite the public to visit
them, and examine their goods and wares
II is further evidence that they are
anxious to sell aud at reasonable prices.
The close-fisted merchant or tradesman,
who grudgingly pays the necessary ex-
penscs 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,
ms a rule, will ask more for his wares and
merchandise, and probably keeps and sells
more inferiorartcles than do the advertisers.
II is the generous, liberal, whole-souled
business man, who advcrtises freely, solicits
trade, and is willing todispose 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 grows in wealth. How many short
sighted, penurous dealers will say, 81 do
lust as much business without advertising
as | would do if | kept my name in the pa
pers all the time " or, advertising don't
nay" or, 81 know it is good thing, but my
expenses are heavy, or thousand-and-one
excuses as trivial and deceptive as the
above. when, if they run their eyes over the
columns of paper, they could easily ascer-
tain that the constant and judicious adver-
tiser is the one who receives the greatest
patronage and is accumulating 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 60 astray. While those who do not adj
contracted thereby, must and will demand
higher prices to meet their necessary eX-
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,
no finer 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
asto the reliability of this firm or the other,
of this advertisement or another, and such
iactS forever settle the question as to whcth-
or advertisements are read or not. In short
sonumerous of late have been these inQui-
rcs that we have thought it proper to call
attention cditorially to the fact that the
columns of the HERALD now present finer
field for advertising than ever before. We
hardly believe 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 patronizc man who they see
is padding 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 circumscrbed circumstances is
not generally able to resort to advertising
or display, and when one is found who does,
II may, as general rule, be taken as evil
dence of prosperity. A hint to the wise is
popularity supposed to be sufficient.
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WE have ordinarily so little that is au.
lhentic relative to the condition or growth
ofthc Indians in the Territory, just north
ofus, that the following clipping may be
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