The Evening critic., 1883-05-12
DOES ADVERTISING PAY7
The Testimony of n Prominent aud
Successful Western Hfercy,unt.


| Ex.Mayor Bullene Of Kansas City was look
ingoyer Sc. Joseph yesterday, and was en-
eouniered by a Herald representative.
Just out OF officer" remarked the scribe.
''fee, replied the eX Mayor, "aud glad n
get out Inow have time to look after my
| Mr.. Bullene is at the head of tho extensive
orygoods house OF Bullcne, Moores Emory
one one ef the Oldest dry-goods establishments o
''How has trade boon with You this
spring2' the reporter asked
"Our trade has never been 80 large as IL Is
nov now, W was Mr. Bullene's prompt reply. spur.
ing the month OF April our retail sales aver.
aged $l,OO7 a day more than for the month OF
Apfil last. year. This includes ralny days
ana sundays, call that q fair Increase"
," And to what do you attribute this large
'ro the good times and to our extensive al.
vertlsing."
PRIMERS Ink, YOU mean9"
"You flnd advertising necessary to secure
trade, them"
''Most assuredly. Our house to-day is ad-
veftleing In all the principal newspapers
Within q radius OF several hundred miles of
yearly contract with III the HeSot1 tga' we we nave
are after st. Joseph trade.
"And do you get any2"
,o,,r "Ihere is not Q day that we do not receive
letters from different points In Missouri and
hane6s asking for samples OF goods aiyer-
Used; Used, we have several customers here In st..
'If 1t is a fair question, about how much
ing?"
Last year our advertising bills amounted
TO over $4,000. This year they will amount
to between $4,000 and s1o,O00."
"Ihat Is for newspaper advertising alone?"
"Cortainly. The newspaper is the only
proper medium for live merchant to en- ploy,
L wouldn't give q cent a bushel for circuilars
dodgers and sign boards. When You find n
merchant attempting to do business without
,'1 uuveltlsing IN the newspapers, you can make
up your mind he ts not very anxious for CHS
toners. The people read the daily newspa.
pers nowadays. Why, sir, to show the value
OF advertising, let me tell you that we spent n
rounu sum for full page OF the ST. Louts
6f0Oe-IyenocTdt and RolJu6iicdA, and we were
aslonished at the results. People thought we
were crazy to advertise In st. Louis, but we se.
cured customersfrom Illinois, Iowa, Missouri
ana Kansas that could be traced directly 10
those advertisements" "
you advertise regularly-that is, constant.
1y, observer"
"Yes, sirl Our contracts are for six months
and year. The dull season. is the very timo
10 advertise. People are always ready for n
bargain, you know. Our policy is to put as
much money into newspaper ADVERTISING "a
INTO store expenses-that is, rent and light
All the successful merchants of to-day owe
tising."
Mr. Bullene has been In business Ia Kansas
CITY for twenty-one 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 In the West. When he located In
hansas City 1t had a population of but 5000,
ana 10 DAY he gives 1t as his honest Judgment
mat the city has over $4,000 people within its
limits. AS successful merchant and one who
speaks from experience, the remarks of Mr.
Bnlleno are worthy OF consideration by the
merchants OF st. Joseph Joseph, No., Herald.