New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1889-03-18
A NEW METHOD OF ADVERTISING
STATEMENTS OF wELLKNowN MERCHANTS.
NO DULL SEASON AND LARGE SALES THE 1EAs
ROUND.

NO DULL SEASON AND LARGE SALES THE fAAH
ROUND.
The successful business men Of to-day freely admit
that the principle Of advertising has become an On
sental quality IN the conduct Of any mercanuie es-
adjustment Developed, as 1t has been, INTO almost
II not quite distinct and separate arr II IS appncsoao
to all departments Of trade 10 TRANSACTIONS OF evofy
sort between seller and buyer, from which, indeeu,
It is practically inseparable and with the success Oh
which AZ WIN always be identified AS tho Development
OF this principle has proceeded by easy stages nom
period when facilities for attracting the attention
Of a wider circle of possible buyers were nrst PRIV
vded by the daily press to al era when compoNuvon
has rendered 1t absolutely necessary 70 lncressc u
range OF each sellers constituency, the msthods VI
applying It have also gone through hnd OF row,
lutionizing process. Formerly, advertisers seemed
to be possessed of an ldes that the wants OF the
people at largo were governed almost absoihteT
by tho Of the year, and at particular tni'o
only did they endeaYoP 70 attract buyers 10 '"0i
establishments through the medium OF ne~spepo,
advertisements. Undcr this idea any surplus oi
stock left over after the incidental rush OF business
in any particular season was left over to the cor
responding period OF the next year, thus necessary
imposing upon buyers certain proportion OF articles
either somewhat shopworn or old-iaShioncd. VI
course n certain amount Of business was done IN
tho intervals between seasons, but the average NOR
chant was content TO drag along from season 10
season, well satisfied II from ono Hl'crNoi '" ~h''
his books showed serious loss.
Until within the last few years, therotoro' tno
busy seasons were spasmodtc IN their nature IN
volvag careful buying. lest q creator stock should
be secured than would DC warranted by the
demand, and excellent bargains were doubtless oien
sacrificed by the merchants themselves through the
fear that the apparently advantageous purchase
leave an eephantic and unstable surplus ON tnelr
counters and shelves II Is safe to say that no sush
IN In through any 6uc0
fear In the present era OF trade.
1t WIS when the cnterprising merchant many
realized that the wants OF the people were CONSTANT
In season and out Of season, that their neeos "ere
governed by the degree OF wear and tear Is mucn
as by changing fashions the evolution OF tho
seasons that he began TO change his methods OF al
vcrtising Instead of trying to increase his sales
At certain periods only, therefore, he advertised
largely all tho year round, generally In the sunday
papers Having found this to have been prohtabie
even beyond his shrewest calculations, another stage
in the progress Of the advertising art naturally FOL
lowed until to-day, he has completely reVouuonneo
the methods of advertising, and expresses his sc
knowledgment of the potency Of the principle In
yolved BY hts detailed announcements In the daily
papers
Enterprise having taken the lead In the application
Of the principle, competition made 1t necessary Tor
their own welfare that others should fall into Inc,
ono potent factor In promptly ofecting winch mas
been the desire the part of each merchant thas
his advertising in tho newspapers should not bear
unfayorable comparison with others In the same inc
~ trade for the public, as Is well known, 1udgo
largely by comparisons With q view OF sscer-
tanning Just how we'll this new and more exoended
method Of advertising had worked Tribune reporter
called upon and asked for the views Of some OF It's
advertisers who had adopted It.
Frank r. Chambers, business-manager OF Rogers,
peet & Co., clothicrs. Broadway and Prince-st, and
~ AZ ha6 made a thorough study OF the
subject "The whole system Of Advertising SAID
he has changed In tho last ten years, within which
time there has grown up new school OF adVeruscrs
tho best single example Of which, suppose Is John
Wanamaker, Of Philadelphia WanamAEer's system Oh
Advertising was originated by J. K Powers, VINO
was once publisher Of FThe Naton,' and who' LOT
a number Of years, had charge OK Wanamakers al
yertsing The great Philadelphia merchant now en-
plovs an editor to write his advertisements ~ an
annual salary Of $4,000. The most urgent want
OF our people is merchandise, and what they want
next IL a knowledge Of merchandise. That they ger
from, The newspapers, and the merchant who PUB
fishes intelligent and truthful accounts Of me mer
chand,se he has to sen Is 10 have constituency
NJ readers as well buyers our pan mas
been always 10 publish onEy Ac'S' ons
less about ourselves than about our goods ana ths'
there may mover be any discrepancy petWeen mo
announcement and the thing Sna0uDeed' inc "n.'i
NJ the advertisements makes 1t practice 20 see inc
,cle N be- treated Of and know personally OF what
bo q writing We fnd that the people respond as
readily at one season Of the as at another 70 any
unusnal indueement, for there is always enough oe
uard for any particular thing to insure inc diSp0S
NJ n Reasonable quantity when such goodS Sro solu
below value We have constantly Increased our ao'
yertising OF recent yeats until now We Speho 70 MUM
IN ths dull months as in the busy ones We MINK
,ha affect on our sales jus1hes this expenditure
for while the aggregate of years outlay for aoveT
usng is large sum- the percentage upon inc SA'es'
AZ an item Of expense. Is insignificant
A. Hugh oNeiIps big establishment In sixthaVe''
n was said that the system OF advertising III 'obu"
,bere had been entirely changed within snort ''ne'
Prior 10 this change II had been the CUSTOM
vertlss extensively In the Sunday papers oniy' 20
80, hoUeysr TO reach the people every DAY III 'no
u,o.E q WA decided to omit the large sunday @u-
! ,or,Iser,ents. and by adding something 10 tne eA
ponse 10 occupy extended space In the pSPois 0'''
| dav Tho result had been gratifying ior uo per
| oen,ace OF increased sGlcs was Ear Sre~'et 'n -.
portion than that Of the nseas sSat vSdysrsns Was
The bone and Sinew Of trade especiay ss difieront
Ths practice at this house was 70 instance, one day
bsrgajns IN Infants wear would DC eAci u nIts
nounced then would follow In turn Sr1s goods etc
any ouIs stern of stern Brothers, IN Tweny
said that the principle Of sdyeru S,scipIe in tsdc
az any other factor II stood TO caseh he ali sanrnn
busy season the merchant desired 10 S rvsn
20 Ia trsh stock OF goods, so as 10 SSa VSu,.I ,
gpcatsr rush Of business than would 20 Ms over
hS season ITSELF after the r Sv Ss' TO hc
he found II quito as desi ase 10 nnfber reason for
Ssy aersns was thai every G aS on a@Sss
had opportunities to striko pnT marc fIo9uently out
Of The benefit q these S SSS spSa hs "a
readily transferred TO oustooS,t The bsst sre,i
msn S that we can present IN favor o. as snr OIL
the year round ss have not had any dun seasons
nA Mr. OG Pitt Of r. H. Mary Co. sxt6, ~, sand and
yourteenhst, had tho same oor GveS,,sne an 1 I'm
Year. been IKE %sen ss ssrc n S Ss
only WAY in which to make those bargains known was
| nv advertising Every large house hsa nVvenles 20
sell at almost all times, Sna NJ day adyertisns had