Washington standard. [volume] (Olympia, Wash. Territory) 1860-1921, 1886-12-31
The Value of Advertising.

The Value of Advertising.
1t is related, says the Post-IntcHigcn-
Ger, that gentleman on entering the
private Office Of large wholesale cs-
tablishmcrt in one of the middle
States, was surprised at the large num-
ber Of newspapers which he saw scat
tered about, many of them country
papers of little merit, which he sup
posed could be OF no interest to the
merchants. On his expressing sur
prise, the head of the firm answered:
1--WE always subscribe for the leading
paper in the city, town or village i'll
which any OF our customers reside
We study the advertising columns OF
these papers with the utmost care. If
We find that our customer is :: regular
advertiser and that his advertisements
are prepared in careful and judicious
manner, We conclude that he is doing
Il good business and that We can place
our confidence in him. Our business
with him is conducted accordingly
| II, on the other hand, however, we fail
to find his advertisement, or ii it is
prepared in a careless and unattractivc
manner, we take care not To carry him
| for any large amount, and il we can
conveniently refuse his patronage alto
gcthcr. we do it. If We find that he
is advertising i'll other newspapers
than the leading one because it is
cheaper to do SO, or that he is depend
ing upon other cheap methods OF ad-
! vcrtising, we know that his business
sagacity is not to be relied upon and
we keep close watch upon him. We
have followed this rule for long time,
and We seldom make a mistake hv
| Judging our customers in accordance
with it. BY closely watching the adj
vcrtising columns of the local paper, we
determine where to give credit and
where to give credit and where not to
give it, and we seldom meet with Il
heavy loss through the failure of Gus
toners who are indebted to U.S."
; This story, continues our contcm-
porary, illustrates one Of the many
benefits of judicious advertising. Not
the business community alone, but
the general public as well, forms its
opinion of the standing and prospect
of firm, by its methods of advertis-
ing. Nothing is more natural than for
a stranger, coming for the first time
into a city, to look over the advertising
columns Of the leading newspaper.
If he sees an attractive and well ar
ranged advertisement, occupying II
good space, he concludes that the firm
to which it belongs is one of the lead
ing ones of the city and that it is Il
safe one with which to have dealings.
Such first impressions are usually last
ing, and they are seldom wrong.
Further than this, the presence of
the advertisement of firm in re-
spectacle newspaper is to a certain cx-
tent an endorsement of that firm.
While, of course, it is not always pos
sible to keep advertisements OF frauds
and dcceptions from finding Il place
in the columns OF a newspaper, the cx-
ercisc of such degree of caution in
the acceptance OF advertising as the
public has Il right to except from a
newspaper which it supports, will re-
ducc the number of such advertise
ments to a minimum.
AT the woman's prison at Sherborn,
Mass, where 200 are confined, the
work done by these women is about
as profitable to the state as that done
by the 600 men and lads at Concord
that is, they pay in 81 900 month
from the sewing, laundry-work, butter
| ,,olinn ntr i'm which tbn Uonnn an