The Cambria freeman. [volume] (Ebensburg, Pa.) 1867-1938, 1882-10-27
WHAT Is ADvERTIsISGl

!. In general, 20 give Information.
! 2 Specifically. to make known through
the press. This Is the commonly accepted
meaning and refers specially 10 giving in-
formation i'm regard 20 business Of any kind.
The chief use Of advertising is 70 facilitate
. the exchange of merchandise.
Three things are essential to merchautile
F success.
. /. The merchant must have something to
sell that the people want-somethiug for
which they are willing 20 exchange money OF
. IFS equivalent.
>. BE must De wiling 20 sell it for rea-
sonab,a price.
g. He must make these facts known uher-
ever he wishes customers.
/ To do this wisely be viii choose such me
diums or advertising as will give this imfor-
nation in the best manner to the greatest
number Of customers and for the least posi-
si5le money.
There IS nothing equal to a welI-conducted
newspaper 10 advertise any legitimate busl-
ness. It is imqersoua', proyUkes no eumi-
ties, tells its story plainly and effectively, is
a tiyeless and sleepless advocate, speaking
for the advertiser at the most opportuue mo
Ients in thousands Of workshops, business
places and homes, and IS a John the Baptist
preparing the way for the travelling agent,
making his way easy and his success sure, if
ii does not make his mission unnecessary.
\ business statement in Its columns Is com
me1ded to the favorable regard Of its read
ers with the persuasive force of an introduc-
tion by warm personal friend. And, Oft
repeated, wins its way 10y the might Of es-
tabIished irrepealabIe law.
lie viii not expect something for nothing
OF from nothing. Therefore, he will not ad-
yertise his wares in ephemeral or occasional
publications, printed to be given away in
fabulous and apochryphal numbers. Papers
that cost nothing are usually worth nothing,
except for waste paper.
The city daily papers are the best medium
for the city daily trade, for they are the home
organs and bear the same relation to the
large city that the weekly bears to the small
city, village OF town.
But for the wholesale trade and business
enterprises outside the large cities, the
country papers are more valuable and reach
a great many more customers and readers
than any daily Of equal circulation in large
cities. For these daiies have a limited cir
culatIun outside OF these cities.
ILc country papers are lLe llO-l thorough
~ read. Every business man takes and
reads his county OF district paper. He scans
the advertisements, for his own advertise
ments is usually, if not always, displayed
there.
The country paper interests all classes, and
is read by all classes. The business man no
tees it, because, besides the general and To-
cal news, it contains the legal notices, the
tax, Sheriff and auction sales And all class
es read il, because it describes the home life
of the people in alltheir pursuits Of business.
OF pleasure, records the marriages, births
and deaths, and faithfully reports their opin-
ions, feelings, sympathies and hopes, in joy,
and in SORROW, In health and i'm sickness,
i'm life and in death. 1t is the best and the
truest Is pc Of the people that made this
country great, and by whose toll great cities
live.
An advertisement in the home paper Chal-
lenges the attention Of the country business
man with a force it could not have in a for
eign paper II is a dei5rate compliment to
the town in which it is published and to the
business men IN it-a public testimonial that
the town and the business lmen are worth
cultiyating And they return the compli-
meur.