Savannah morning news. [volume] (Savannah) 1868-1887, 1884-08-24
Judicious Advertisino.

| Out of the thousands who use the news
/ paper as medium through which to adj
/ dress the purchasing public, there is only
small percentage who understand the
science of making advertising pay. The
success of the great merchant, A. T. Stew
art, is said to have been largely due to adj
vertislng. He probably, however, gave
this matter the same close attention that
he gave other branches of his immense
| business, and only patronized such
newspapers as he found by eXpe-
14ence orou2 -.,t HIM customers. 1t is
| also said that Jay Cooke, the financier of
the government in placing the public
debt, succeeded in distributing that ''na-
tiOnal blessing" by judicious advertising.
Almost incredible stories are told OF the
immense fortunes made by patent medi-
cine proprietors. Men who, twenty-five
years ago were peddling a few dozen
bottles of some so-called curative, are
now living like princes upon the proceeds
of their compounds. Their success
was due, to great degree, to
the skill with which they pre-
pared their advertisements. Advert
sers, sometimes, do not find that adverti-
sing pays. Some, perhaps, because they
stop just before the goal is reached; 9TH
49,. l~-~----
ing the mediums through which to adj
dress the public. The latter is probably
the most fruitful source of failure.
Of late years hundreds of trade papers
have been established that derive
their principal income from adj
vertisers. They are distributed
only among dealers and manufacturers.
Advertisers in such journals are among
those who, when asked for advertisements
by newspapers, complain of the
poor results of their advertising
ventures. The fault, however, is
not with the journals which secure
their advertisements. 1t is with
the advertiser who lacks Judgment. Trade
papers are good in their way, but they
fail to reach the very people the adver- |
tiser depends upon for his customers. Re- !
tailers have not time, nor would it always |
be in good taste for them to intrude spe- |
cialities upon the attention of their Gus
toners. The proper introduction is !
through the newspaper, whether it is |
daily or weekly. Properly presented in |
its columns the article thus adver-
tised is popularized, and a gen.
eral demand for it created. Then the
retail dealer inquiries for it from the job
Der or wholesale dealer, and he from the
If those who are
the trade papers will
turn part of the large amount now spent
by them in advertising through those
mediums to the newspapers which have
IN assured circulation and which are
widely read, they will have far better re-
urn for their money and will have less
cause to think that advertising does not
,ay. 1t does pay, and it pays better than
almost anything else pays when it is man.
aged with intelligence and Judgment.
This is the experience of the shrewdest
md most successful business men Of the
country.
Messrs. Goodrich & Hull, advertising
gents, Of New York, who are located in
he San building, are making a special
fort to impress upon advertisers that in
rder to get the worth of their money they
ught to advertise in newspapers Of es-
ablished reputation and good circulation.