The San Antonio light. (San Antonio, Tex.) 1883-1886, 1883-05-18
DOES ADVERTISING pAYq
How n Prominent Dry Goods Merchant
shows Ciea- ly That IL Does

How Prominent Dry Goods Merchant
shows Ciea-ly That IL Does.
Ex-Mayor Bulene of Kansas city was
looking over St. Joseph yesterday, and
was encountered by Herald representative.
'Just out Of Office? ?" remarked the scribe.
eyes," replied the exMayor, "and glad to
get out. now have time to look alter my
business"
Mr.. Bullene is at the head of the extensive
dry goods house OF Bullene, Moores & Emory,
one of the Oldest dry goods establishments Of
the valley.
"How has trade been with you this springS"
the reported asked.
"Our trade has never been so large as it is
now," was Mr.. Bullene's prompt reply.
"Duripg the month of April our retail sales
averaged SI,oo7 day more than for the
month of April last year. This includes
rainy days and Sundays. call that fair in
crease"
"And to what do you attribute this large
increase ?"
,"To the good times and to our extensive
advertising"
Printers ink, you meant"
"That is ii"
You find advertising necessary to secure
trade, then ?"
'Most assuredly. Our house to-day is adj
vertising in all the principal newspapers with
IN radius OF several hundred miles of Kan
sas city. You are aware that we have a year
Iy contract with the Herald You see we are
after St. Joseph trade.
"And do you get anyf"
There is not day that we do not receive
letters from different points in Missouri and
Kansas asking for samples of goods adver-
tised. We have several customers here in St.
Joseph"
"If it is fair question, about how much
money does your house expend in advertis-
ing
Last year our advertising bills amounted
TO over $4,000. This year they will amount
to between $I2, 900 and Sis. 200.
THAT is for newspaper advertising
alone?"
Certainly. The newspaper is the only
proper medium for live merchant to en-
ploy. | wouldn't give cent bushel for cir
culars, dodgers and sign boards. When you
ind merchant attempting to do business
without. advertising in the newspapers, you
can make up your mind he is not very anxious
for customers. The people read the daily
newspapers nowadays. Why, sir, to show
the value OF advertising let me tell you that
we spent round sum for full page of the
St. Louis Globe-Democrat and Republican,
and we were astonished at the results. Peo-
pie thought we were crazy to. advertise in st.
Louis, but we secured customers from ILL
nois, Iowa, Missouri and Kansas that
could be traced directly to those advertise
ments."
you advertise regularly-that is, constant
ly, | observe?"
eyes, sir! Our contracts are for six
months and year, The dull season is the
very time to advertise. People are always
ready for bargain, you know. Our policy
is to put as much money into newspaper ad-
vertisng as into store.expenses that is, rent
and light. All the successful merchants of to-
das owe their success to legitimate Newspaper
Advertising"
Mr.. Bullene has been in business in Kan
sas city for FL years. He began on a small
scale, in keeping with the size of the place,
and his house has grown to be one of the
largest 10 the West. When he located in
Kansas city it had population Of but 6ooo,
and to-day he gives it as his honest iudg-
ment that the city has over $4,000 people
within its limits. As a successful merchant
and one who speaks from experience, the re-
marks OF Mr.. Bullene are worthy of considera-
ton by the merchants of ST. Joseph.
Joseph, Mo-, Herald.