Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1886-12-30
SOMETHING ABOUT ADVERTISING.

SOMETHING ABOUT ADVERTISING.
1t is a fact worthy of note that the bust
ness men who are the best advertisers are
the most successful. The large business
houses of our cities have advertising ex-
perts employed to keep their business con-
stantly before the public in the most in
viting manner possible.
They do not advertise merely duringth h
holidays, rs many of our Wheeling dealers
are disposed to do. fla man be constant
advertiser he has less need of advertising
during the holidays than any other time,
as he is likely to nave a good trade at that
time because people have become acquaint-
ed with his business place during the year
and naturally come to him to make their
holiday purchases. Such advertisers have
SO absorbed the trade during the year that
it does occasional advertisers little good to
advertise for the holiday trade, because
people would rather make their purchases
OF those with whom they have been aecus-
toned to deal. When trade is depressed,
then business failures are in order. But it
is a fact that has no doubt often attracted
the attention of the successful business
men of the city, that failures are extreme
ly rare among good advertisers.
When the holidays are over, some OF our
Wheeling advertisers will be disposed to
discontinue their advertisements. OF the
business Of some, perhaps, nothing more
will be heard till the closing OF the year
1881. But the men who are wise will, by
persistent advertising, keep their wares
continually before the public and be ex-
tending their trade farther and farther,
while the business of the man who doesn't
advertise will remain at a standstill or will
suffer decline. Notice the leading jour
nails of the country and those who continue
advertising through the dull season are
invariably the successful men.
Here is something from the Philadel-
phia Times that is worth careful thought
from the business men of Wheeling: Not
one in one thousand Of our business es-
Establishments which are seeking general
trade, adyertises at all, and the swift ten
dency to concentration OF business in a
few great houses, is the logical result of
the dry rot OF old concerns on the n
hand, and the progress of a few concerns
which daily appeal to the public and
absorb the houses which have drifted into
decay. JudiciOuS advertising is As essen
tial to the life and progress of business as
pure air is to the lungs of the body, and
one of the worst pr~oyincialiSms of Phila-
delpaia is exhibited in the thousands of
stores and other business houses which
persist in attempting 10 do business as
their gandfathers did halfa century ago.
Chicago and Boston, with less than half
our population or business, both advertise
twice or thrice rs much rs does Philadel-
phia, and their business profits are large
~ in excess of the business profits of the
city within the circle that appeals to
popular favor for trade. A few Philadel-
phia business houses have learned the
true lesson of success in business, and
where are they? They are to-day the
foremost men in trade and fortune of our
city, and, as a rule, they have wholly
created their business and their fortunes,
while older houses with prestige and CAPT.
tai have ~languished and died. These les
sons are open to all who seek the truth
about business progress, and when the
business men of Philadelphia shall get
abreast with the more progressive cities Of
the Union, they will turn to newspaper
advertising as the art that opens and ex-
pands every channel of legitimate trade"