Spirit of Jefferson. [volume] (Charles Town, Va. [W. Va.]) 1844-1948, 1886-11-16
For the Mutual Benefit of Both Buyer and Seller.
KNoYER

If we were to ask each reader 'in whose interest and for whose benefit
is this sent to you," at least nnetynine out of one hundred would at once
reply, 81 your own, of course, ~ and in $ o doing would no doubt feel that they
had completely and correctly disposed of the question. Yet the fact re-
mains that not one of the number would fully state the truth of the matter.
This paper is issued in the interest and for the benefit of its READERS and
can only do us good as it first benefits them.
An advertisement is generally looked upon as a method used by a mer-
chant to draw trade that will pay him a profit, and, so far as it goes, the
reasoning is correct, but leaves the reasoner in a position to fall into the
very grave erroro of considering ALI advertisements as selfish devices cal
culated to benefit the merchant and no one else. Now with U.S. at least, this
is not the case, but before we go any deeper into the subject We wish to
preface ur remarks with the statement that W e are 10 endeavorng to pose
as a charitable institution, conducted solely for the good of our patrons
On the contrary, e are here tt make money, W e sell goods for profit and
we want to close the old year of 1886 with a good balance on the right side
of the ledger; but all this only makes IS the more anxious to servey your in
terests, for w realize that unless a kindly feeling toward us exist among
you-unless you feel that it PAYS to buy of us-unless you believe us fair
patronage W re can not succeed. Then, to our way of thinking, it is to OUR
interest to look we'll to YOUR interest, which makes our interests n and
the same, as both are striving to help the buyer.
There should be nothing antagonisuc in the relations between buyer and
seller; there should be no feeling of doubt and mistrust on either side
We value your trade highly and want it, not one purchase, but many all
iey is to look to your interests. to please you, to a v money for you, to
have you feel that we have benefited you and that TIT is to your profit to trade
with u.s. This mean that W C shall enjoy your continuous patronage, and
continuous patronage from this thriving community means prosperity for
those who enjoy it.
Although this costs the reader nothing, it will prove a valuable and timely
counselor to all buyers of goods in our line. 1t as issued for a special
purpose and aims 10 scatter far and wide the announcement that there is
something good in store for all who will avail themselves of the opportunity.
1t heralds the opening sales of our new Winter stock. 1t invites your
attention to an assortment of new styles which will long be remembered Is
a model exhibition of really frstGass goods. 1t puts you in the way of
saving money by pointing with unerring finger to where bargains of unques-
toned merit will. surely be found.
We have tried to tell you in a general way of u splendid bargains, but
to appreciate them you must see them. We ask you to call and look over
new stock and promise you that W e shall prove by treatment, quality
and price that no one has ever looked after your interests better than