The new dominion. [volume] (Morgantown, W. Va.) 1876-1904, 1889-03-30
The Remedy for Dali Seasons.


Tne Kennedy Tor Dull seasons
Philadelphia Times
With all the progress made in bus
mess advertising within the last 20
years, the art Of advertising is yet in
Its infancy in this country. Our
conservative business ideas make
men move slowly in all channels of
advancement. There are thousands
Of grandsons Of their grandfathers
languishing in business throughout
the country, solely because they can't
learn that the world is vastly wiser
and better than it was one or two gen.
erations ago, and that the business
methods Of our grandfathers are
simply open doors to bankruptcy
now.
While Philadelphia business men
are cautiously advancing in the art
Of advertising, the leading New York
merchants are taking the aggressive
in solving the problem of dealing
with dull seasons in trade. In to-
days paper we copy the pointed and
practical expression of dozen or
more Of the leading business men Of
New York, presenting their success
full solution of the dull season prob
lem. "We find that the people re-
spond as readily at one season Of the
year as another to any unusual in
ducement'' is the experience Of Rog-
ers, Peet 4 Co. advertising is the
bone and sinew Of trade, especially
in dull seasons says Hugh O'Neill.
"Since we have been doing it (adver
Using all the year, we have not had
any dull seasons" is the testimony
Of Stern Brothers. "Since the firm
adopted the plan Of advertising all
the year, one season has been like
another-all were busy is the ex-
perienco Of R. H. Macy 4 Co. And
so throughout the long list Of New
York houses, all tell how the usual
dull seasons Of trade are made ac-
tive and busy periods by systematic
advertising.
There are lines of business which
have limited custom and that regular
seasons, and to advertise them all
the time would be wasteful; but ev-
cry business that appeals to the gen
eral public for patronage can always
quicken trade in the dull seasons, by
understanding the wants or tastes of
the public, preparing to supply them
and then making daily honest an
ouncements of what is offered 70
customers. The time was when the
public sought mercantile houses, but
the age has passed away never to re-
tnrn Business whether nrofess;on
al or mercantile. must seek the pub
lie, and the daily announcement of
merchants and others in the leading
newspapers are as regularly and as
carefully read by men and women in
the household, as farmers read the
Grain market reports or investors
read the stock and financial columns
Business men have learned that adj
yertising must be artistic. attractive
and honest. The highest literary
and artist;c abilities are now emnlov-
ed by leading houses to prepare and
and manage Their advertisements. and
these houses have become leading
temples of commerce and trade solely
by artistic. fresh. truthful and per.
sistent advertising. In short liberal
and well directed advertising has be-
come as indispensable to successful
trade as fuel and water are to steam.
OF course all hop ses seeking non
ular trade which are business houses
at all. advertise in the rush of the
busy seasons. but it is only the few
who have learned that what will at
tract trade in the hnsv season will
create trade in the dull season In
what manner or to what extent men
should advertise in dull seasons
must be governed bv circumstances,
II il idle to advertise in anv season
nn,ess tho hns;nass bouso hos somo.
THING to offer that "a vantad and
that can be sold to more or less ad.
VANTAGE to tho hnver All reon,.
Ition advertising bv cards in newspa.
pers or bv waste .basket c;rcu,ars
ia simplv the waste Of an mnch mon
lev. Buvers now look over their
nevsnaner A. tho hreakf.at toh,a
and If thew sec what thex mood offar.
cd nm favorable tarms bv a re,;ab,e
advertiser and ds.lor thev vii,
nromntlv res,ond Inv bocom;rr nnr