National Republican. (Washington City (D.C.)) 1872-1888, 1886-05-29

from the Detroit Free Press.1
There is 10 be found In every community,
among every class, a superserviceable few
60 smart In their own oonceit, that to appear
wiser than their fellows they adopt the rule
to believe nothing that is said, and agree
with no one in anything they do. Among
the thousand things which they deprecate
In business II is special fashion, where
their Ignorance Is most conspicuous, TO
eriticise adversely all advertised articles.
They "spread themselvesn on these as their
greatest forte.n The compass of their
wisdom Is this that because an article ls
extensively advertised IL must necessarily
be fraud; for, as they say, II IL was not
fraud the proprietors could not afford TO
spend such enormous sums In making their
wares known to the public. The absurdity
OF such pretense will be best illustrated
by conversation which the writer had
few days ago, with q member OF large
concern, in which this very question was
discussed.
"Why,n said the gentleman, stake our
own case, for instance. We are spending
two hundred and fifty thousand dollars
year In placing our goods before the trade
and public. Now, Is IL reasonable TO sup
pose that we would spend this amount OF
money, or risk 1t In advertising q worthless
article, without merit of any kind, when by
the mere outlay Of $1,000 or less, we could
buy the best prescription or formula? No,
sir; you can depend upon it, there is not on
article on the market to-day which has
stood the test OF years and is In general use
that hasn't an undisputed value and In
triusic virtue. Advertising serves to intro.
duce and make known such an article, and
supersedes the employment OF n host OF OK
pensive agents and canvassers, which a
business not advertised employs, and which
another N mr. for
purpose. But advertising does the work
most effectively and promptly.
my long experience and observation
he continued, ,has been that u person try
ing an article that has no merit, upon the
strength OF newspaper advertising, and
talking against such an article, can do more
harm than column Of advertising in its
favor. On the contrary, good opinion
expressed In like manner, from one to an
other, on an article that has merit is the
best form OF advertising. Hence an adver-
tised article must have merit TO begin with,
and upon the strength OF It's virtues news
paper advertising can subduc prejudice and
aid in forming good opinions, which, re-
peated In manifold ways, spreads tho popu-
larity and effects the sale OF good article.
ain the past four months we have re-
ceived over 5000 unsolicited testimonials
unquallnedly indorsing the merits Of our
speciality, Duny's pure malt whiskey, all
OF which are on file among the most val
liable records OF our house and open to the
inspection OF any one Interested, and out
Of this entire number fully $500 of the
writer's state that they were induced to
take II upon the recommendation Of friends
who had also tried II, and only 500 who
had taken It on the strength OF the news
paper notices alone. Yet" said tho gen.
tleman, as he walked away, 1--WE are prob
ably doing the largest newspaper advertls-
ing in this country"