Memphis daily appeal. [volume] (Memphis, Tenn.) 1847-1886, 1883-05-05
MEMPHIS APPEAL
TuETaADE BAROMETER


There are many people stiil living who re.
member when railroads and education were
violently opposed. The illiterate had never
tasted the sweets Of knoWledge ard they
awaited themselves Of every occasion to with
hold it from the lips Of others. In many
communities the college boy wss osiracised
by the ignorant rabble, and the family with
a cerpeted parlor, music and paintings was
ridiculed by whole neighborhoods. IIlh3se
days tax for educational purposes would
have called forth indignation meetings and
the taxcollector would have been mobbed by
an outraged people. The subject Of educs-
tion wac a mooted question, and often made
the subject Of discussion in debating societies.
These people regarded railroads az & public
nuisance. The WAGNER aud ox-driyer wanted
no such interference with their trade and farm
ers regarded railroads az public calamity.
Merchants and business meu during this
ignorant era were influenced by the same
Contracted views. They were content with
small business, never advertised, and il took
them thirty years TO make the few thousand
dollars now made in one year by energy and
enterprise. But all these things have
changed. Civilization has triumphed. The
people demand education, and the whole
country is gridironed by railroads. The
newspaper is now regarded as the trade
barometer. No prosperous business man
now Iailsto advertise. hecanse il haa been
demonstrated that advertising is the result
of his prosperity. In New York and in all
the leading cities Of the United States, the
most successful business men we're inva-
riably the largest advertisers. In the Print
erS' Circular, publication for printers and
publishers, we find the following:
It is sometimes questioned by merchants wheth-
bear discussion the Chicago TSi5ine, it is said,
for a column year receives SIG 900. The New
York Herald receives for its lowest price column
sS9. 72s, and for its highest, $4,000. The New
York Tribune, for the lowest, SO, 72S, and
are never at loss for advertising to fill
their columns. Their patronage comes not
from any desire to assist the respective papers but
from business men who find it profitable TO adver-
tise. The sensible business man does not consider
whether he likes the paper he advertises IN or II
1t does not take long to find out by exper,en
where 1t pays him best 10 advertise. That 1t does
pay him he has no doubt and raises no questions.
Long experience with almost every business man
ton.
No prosperous merchant ever questions
the value of advertising. The prices named
above may seem larger than any business
can afford. But the firms alluded TO con-
tinue to advertise and thereby accumulate
colossal fortunes Money invested 10 adver-
Using is proftably employed. Wanamaker,
OF Philadelphia, commenced a three column
advertisement IN one paper, and the increase
of hia business was SO large that he extended
his advertisement TO nearly all the city
papers. His business has steadily grown
from moderate sales 10 immense proportions,
and the more he adyerlses the richer he
grows. He fully appreciates the value Of
advertising, and hence does so mos. lib
orally. Business can ouly be secured d
held by advertising. Il seems when a
patent medicine has established itself
in public confidence aud popularity
advertising is the work Of supererogation,
but the experience OF all patent medicine ad-
verlisers is that the sales are reduced in the
same proportion that advertising is reduced,
and hence the most popular medicines are
constantly kept before the public. The news
paper accurately marks the variations in the
mercantile atmosphere, the fall and rise Of
the volume Of trade.