The Saline County journal. [volume] (Salina, Kan.) 1871-1893, 1888-02-09
ATakto1b- Busin~4. sIen.

ATaskto the Business den.
At the beginning Of the year busi-
ness firms aud corporations usually
renew or make fresh contracts for
annual advertisements in the news
papers which they have chosen as
the medium Of constant eOmmUniea-
tion between themselves and the
public; others slide along in des-
ultory sort OF way until they find IL
becomes necessary to make some big
announcement in oriler to catch up
to the ever moving current Of trade.
There are merchants who will tell
you that because business has slack
ened down somewhat from one
cause or another they will not adver-
tise for awhile, just as il the every
day wants Of the community took
rest st times and the people were
jverstOcked with the necessaries Of
life. That any merchant who sx-
poets to keep pace with his eOmPeu-
tors can afford to ignore newspaper
advertising il an exploded idea.
Once in u great while IL is possible to
find some sntiquated candidate for
the fossil department Of q museum
who will argue against all kinds Of
advertising. but the species is rapid
Is becoming extinct and specimens
are already regarded as curiOsities In
business circles.
Merchants OF experience make IL
a point to keep their BUSINESS con-
stantly before the public, and the
best manner OF accomplishing this is
by using the columns Of the daily
press. Those who make annu-
al contracts secure the advantage OF
cheaper rates, and their announce
ments are read in every hOushOld in
the community; the name and lOca-
lion Of the business house becomes
familiar to every member OF the
family and the eanny housewife Is
not blind to the advertisements in "A
newspaper. II others are. Let man
Oe taken with a pain under his vest,
however, aud he il pretty sure TO be
reminded Of something he has read
which will fit his trouble, and he
forthwith looks il up in his paper.
The great point In advertising is to
reach the greatest number OF people
It the smallest expense. To every
OOna fide subscriber to a daily news
paper there is an average Of at least
i've readers in the residential pOr-
tiOns of a city, i'm business circles The
average is larger. No merchant can
afford TO neglect or ignore any first
;lass newspaper As an advertising
medium, from difference OF opinion,
prejudice or any other cause. The
newspaper has large constituency
Of its swn, aud its readers are con-
sumers and purchasers. We have
heard business men say, 1--WE prefer
such and such a paper-it voices our
sentiments, etc" Now a business
man who talks ia that strain might
be expected to stand in his doorway
aud ask a customer his religion or
politics before offering to show him
his goods. at is your duty to sup
port your paper" is q worn-Out pow
erty howl. II is your duty to your
own business to advertise it and your
iuty to your city to advertise abroad
~ your enterprise anu liberality
that the community you live In is
wide-awake and progressive. a city
is judged by its newspapers, to
greater degree than by any one kind
II enterprise il possesses. Every
business house should be represent
ed in the newspapers Of the place.
The advertisements comprise an
exhaustive index to the
commerce, trade and Industrial
features of the city, and are so re-
garded by the visitor, the stranger
and the correspondent.
Aside from this view Of the case,
however, sit pays to advertise" q" and
it pays to advertise constantly. No
one is asleep these days, aud no
merchant has such q wonderful pull
IN the public that his place will be
sought out whether he announces his
attractions or not. The merchant
who gives up his advertising for a
month or two to save a few dollars,
might as well put down his blinds to
keep his goods from getting sun
burnt, or close up an hour earlier
every day to save gas. The business
enterprise Of to-day will allow no
man to rest upon his OARS, and the
public must know that his boat is
moving with the Others every day or
he Is soon out Of the race and dis
tanced. Advertise every day in the
wear and be hRppY.