St. Paul daily globe. [volume] (Saint Paul, Minn.) 1884-1896, 1885-08-16

mark was made public. 1t was the abbre-
Walton of Started i'm trade i'm 1860 with
SO" expressing the condition of the in
ventor's pocketbook when he began the
manufacture of his bitters. Columns might
be written of similar import. What would
it profit theatrical manager should he at
tempt to conduct his business without ad-
yertising? The question answers itself.
Recently 1 have chatted with several she
cessful business men concerning their faith
in any particular mode of advertising. and
the diversity of opinion was, to say the
least. amusing. Said one:
Al have been in the mercantile trade for
twenty years. At first l never advertised.
and up to ten years ago never had card
printed. But 1 am constant advertiser
now I'll tell you how l came to test the
virtue OF advertising: For five years my
store was the only one in the block. in fact
nearly the only one on the street. and.
therefore, l had no competition. / was
frequently urged by solicitors to put a card
in the papers. but | thought il would be a
needless expenditure and invariably re-
fused. Finally an energetic and enterpris-
Ing young man opened a store. in the same
line, in a new block, which had just been
erected adjacent to mine. He doomed his
business in the press and i'm other ways.
L could not help noticing i'm die end. al
though | was skeptical at first, that my
neighbOr'S business was fast exceeding my
own. had thought that my wel-known
and well-esta5lished trade was sufficient to
draw to my store the lions share of bust
ness, bat / found that / was i'm error.
1t troubled me SOrely. and many were the
nights that paced my room studying the
situation and wondering what l should do
to build U my business on a par with the
business of my neighbOr One day a SOlic-
itor called again and urged that
| give him an advertisement. a sort of a
trial trip. | ordered big display in Sun
days paper and since that time have been
a constant advertiser, and from my in
creased trade 1 know L have reaped a rich
reward
Il only advertise IN the Sunday papers"
said another business man to me. INV
reason is that l believe the American people
never take time to read an advertisement
except on Sunday"
Col. West remarked to me the other day
that he had great faith in advertising i'm H.
Illustrated papers. 1t is somewhat expensive,
but lac feels certain that he always gets his
money back. with interest, too. He put an
illustrated card in Harper's. and he says he
is satisfied that it has repaid l&m many
Several years ago Boston merchant told
me that he spent as much money in adver-
Using as almost any one, but he was,
nevertheless, only an occasional or rather
periodical advertiser. That is, he was
regular and systematic in his method. Once
in so often, with the seasons, he rang in the
changes in the big lads and a racy and
entertaining ''write-up." Said he: .If 1
should eXpend the same amount of money
in yearly advertisements the cards would
only be small, and would attract little or no
attention hidden away in paper with nu-
meroUs other cards. But when sound the
bugle with broadside of paper everybody
who picks up the paper reads it, and they
remember it, too"
There are many pretty successful adver-
tiSers who only use 'write-ups." They have
no faith in cards or displays Then there
are merchants who think the bill-boards and
the big signs are all sufficient to let the
world know what they have in the market.
In Minneapolis transparencies are greatly
in vogue,