Spirit of Jefferson. [volume] (Charles Town, Va. [W. Va.]) 1844-1948, 1886-11-30
For the Mutual Benefit Of Both Buyer and Seller.
e KBeTERESYS!

II VIC were to ask each reader sin whose interest and for whose benefit
is this sent to you,' at least nnety-nine out of one hundred would at once
reply, IS your own, of course, - and in so 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 is good as it first benefits them.
An advertisement is generally looked upon IS q method used by a mer-
chant to draw trade that will pay him a profit, and, ST far a it goes, the
reasoning is correct, but leaves the reason in a position to fall into the
very grave erroro of considering L advertisements as selfish devices cal
is not the case, but before W go any deeper into the subject W e wish to
preface our remarks with the statement that W are not endeavoring to pose
as a charitable institution, conducted solely for the good of our patrons
On the contrary, W e ar here to make money, we 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 US the more anxious to serve your in
you feel that it PAYS to buy of us-unless you believe II fair
and honorable, then we cannot enjoy your patronage, and without your
patronage we "a not succeed. Then, to way of thinking, it is to OUR
interest to look well to YOUR interest, which makes our interests one and
the same, IS both are striving to help the buyer.
There should be nothing antagonisic in the relations between buyer and
seller; there should be nc feeling of doubt and mistrust IN either side
We value your trade highly and want it, not purchase, but many all
through the year; therefore, when you come to our store u greatest anx-
iety is to look TO your interests. to please you. to save money for you, to
have YOU feel that We have benefited you and that lit is to your profit to trade
with is. This means that w e shall enjoy your continuous patronage, and
continuous patronage from this thriving community means prosperity for
those who enjoy it.
Although this costst 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 TO 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 ur new Winter stock. 1t invites your
attention to an assortment of new styles which will long be remembered as
a model exhibition of really frstcass goods. 1t puts you in the way of
saving money by pointing with unerring finger to where bargains Of nques-
toned merit will surely be found.
We have tried to tell you n a general way Of u splendid bargains, but
to appreciate them you must see them. We ask you to call and look over
our new stock and promise you that e shall prove by treatment, quality
and price that no one has ever looked after your interests better than