Savannah morning news. [volume] (Savannah) 1868-1887, 1885-12-04

Advertising Business Necessity. 49,
That advertising is necessary TO success
in business is beyond dispute, and that it
pays TO advertise has been demonstrated
by the success OF those who have been the
most liberal patrons Of printers ink.
Turn to the files Of the MORNING NEWS,
and it will be found that the men who
used it's columns in the past thirty-fve
years are those who, if living, are rlca
men, or who, ifdead. left estates wel-repre-
scented on the tax digest. Liberal adyertis-
ing is as necessary IN business as good
stock Of goods, intelligent and competent
statesmen, or an eligible location. Out-of-
the-way places have been transformed
into tirst-class locations by persistent
advertising. 1t is probable that few adj
vertisers in Savannah eXpend as much in
advertising in year as they pay
good salesman in that period
Of time, yet there are few
statesmen who can influence anywhere
near the amount of trade that we'll
written advertisement does. The mer-
chant may know when he loses a custo-
mer because an influential clerk has left
his employment, but he can't estimate the
number of customers he loses when he
ceases to extend his daily invitation
through the columns of the newspapers to
the public to call on him.
An advertisement Is influencing trade
day and night; it is never weary, it never
sleeps. Like the pebble cast into the sea,
its effects are far greater than they APP
pear to be.
The people read newspapers, and are
influenced strongly by what they read,
whether it be news, comments or ad-
refreshments. How closely the columns
of a newspaper are scanned was Illus
trated few weeks since, when there was
war in prices among a certain class Of
merchants in this city. Possibly some of
those who advertised were sorry for
While that the public reads advertisements
closely; buyers were probably more
ready to purchase at the prices announced
than sellers were anxious 10 sell. 1t doubt
less did much good, however, in making
business lively and creating a demand
for goods, other than those advertised,
which paid handsome profits.
An advertisement is an invitation to
people who have money to spend to call
on the advertiser and see what he has to
offer them. He wants their trade and
tells them so through tue newspaper.
The merchant who doesn't advertise is
supposed to have made money enough
not to care whether he has customers or
not, or that he only desires a select trade
people who don't want TO be crushed in q
crowd.
There are some merchants who adver-
tlse when business is unusually good;
they PROBABLY advertise because they are
in good humOr with themselves and also
the world at large, including the news
papers. No one who has had his sign up
for years would think Of taking it down
because trade was a little slack.
1t is more probable that
be would have it touched up, re-gild-
ed, and perhaps might have new one
painted, so that his neighbors would not
think that his business was not all he de-
| sired it to be. AS soon as business is
little dun, however, the merchant of the
class referred to, stops advertising, and
makes it appear to every one, except
those who pass by his store, that his busi-
ness is bad, or that he has retired from
active life, or that some misfortune
has befallen him. During the late HaIbor
Convention a visiting delegate inquired
whether a certain well-known citizen was
still alive and residing in savannah? The
| question was startling, considering the
/ prominence of the citizen concern ngwbom
the inquiry was made. The visitor was
informed. however, that the gentleman
/ was still alive and doing business at his
| old stand. 1t turned out that the citizen
/ in question was at one time a prom
advertiser, but having acquired hand
| some competency, stopped advertising.
The natural inference was that he had re-
| tired from business.
OF course, where q merchant has all the
business he can attend to, or where he
only carries small stock of goods, it will
not pay to advertise. But when he can
manage more business, and has large
stock of goods, which he wishes to sell,
advertising pays, and pays we'll.
There is not business that can't be in
creased by judicious advertising. Under
its stimulating effects money flows much
more freely.