Connecticut western news., 1883-09-12
A HOME TRUTH.
What Leading Business Houses Say About
 Advertising.

A few of the Boston and New York
 leading merchants having been inter-
 viewed on the subject of advertising
 testified as follows:
 "Of all the methods open to the merchant for advertising his business, an experience of | nearly half a century enables us to unhCsita- tlngly declare ill favor of the Newspaper It Is, without exception, the most economical, persistent palnstaking and successful can | vasser any business firm can secure for the pur
 pose of bringing their goods to the attention of the consumer"
 ''Have what the public want. Sell it with moderate profit. Advertise largely in News papers, and you are bound to do trade. Let | the Newspapers be the best you can obtain, no matter what the cost. It is but natural | that an advertiser must, in degree share
 in, and thereby gain from, the respect which
 the reader entertains for an ably-conducted Journal"
 "An experience of many years has convinced | us of the great value and benefit derived from | carefully prepared advertisements of such l goods as are i'll stock. Not over-estimatng | their quality quantity but conforming as | near possible to their merits, and inserting
 the same in Influential Newspapers. hand
 somely displayed. We have found the cost re- l turned to us ill increased trade tenfold." I | thousands of dollars in advertising in all the
 old and new-fangled methods which are daily | set before persistent advertisers and have long
 been satisfied th"tif man tells the truth in the l Newspapers he Is sure to get ample returns for l his money. Two or three lines in a large daily | has often resulted in returning to me one hun l dred times the cost"
 Publicity is money Thi1 has come to be | recognized as principle in business. Com ! wa in hr1Sx | times that mans only chance of success lies
 in preclaiming the merits of his wares far and l wide, up and down the market He must keep | trumpeter, the public attention must be ar | rested, and he who best succeeds in this has | the best chance of making Q fortune. In this l conviction every one of spirit advertises. It | is not sufficient to put a sign over the door, | signs must be sent out far and wide and people
 made to see and remember them in spite of l themselves"
 | " "A dull tool wastes time and is never used ex- | cept by dull fellow True as preaching Do | ing business, attempting to do it, in this age l without Advertising, is like using a dull tool,
 and the merchant who tries it is, generally l speaking, dull fellow. Not one man in a | thousand who advertises liberally and judici- ously fails of success, while there are hundreds l who never succeed at all, merely because they
 have not the pluck to spend portion of their | profits in making known to purchasers their | whereabouts, and what they have to sell At
 tempting to do business without Advertising is
 like using dull tool, when keen, sharp one, l lies within reach''
 l ''We have for many years studied the art of | Advertising, and still it remains a marvel to us l that there is not hundred times more of it. | We never yet knew man to advertise his
 wares literally and steadily that it did not pay | Yet there are thousands of manufacturers and | tens of thousands of men, having articles
 which they declare ought to be in every house
 hold in the country who advertise as gingerly
 and closely as though they had at heart nc
 faith in it at all. How can they expect to gel
 their goods anywhere unless some knowledge ot
 tue article first gets into the family newspaper
 If we waited till people learned from theil
 neghbors, we might wait for years before the
 most wonderful and useful inventions became | known."