Hand County press. (Miller, Dakota [S.D.]) 1882-1893, 1889-01-10
ADVERTISING

Perhaps many readers get tired OF see
ing the question of advertising discussed
50 much in the papers, no we place head
over this article to warn all such. To be
candid, advertising is one of the things
which is near to the heart. ms well as the
pocket hook, OF the newspaper man. Very
fsw others, comparatively, among the
vast number Of business men understand
or appreciate its force, simply because
they are not educated to IL. And yet ii
is one of the very important qualifications
Of successful business life. To be
good advertiser is Just as vital as to be
good salesman, passahie book keeper.
close buyer, a careful manager, or any
one Of the other attributes considered
necessary 10 complete a business educa-
ton.
Because OF being interested We are
not possessed Of the belief that adyer-
tisinR consists alone in using the columns
of newspaper. 1t is complicated ques-
zion, taken in its broadest sense, which
requires much study, courage and energy.
Everything business man does adver-
tises him and his business; bis daily ac-
tione. condition of his store, display Of
goods, manner OF treating people, public
questions, etc., his exhibition OF energy
and earnestnests in everything he under
takes: all haye bearing upon his bust
ness, good or bad, in exact proportion to
the Approval accorded his actions by the
puhlic. Communities will soon size
man up and tell whether he is wide
awake, honorable man, confident Of
knowledge of his business, and possessing
the counge of his own convictions; or
whether he is small bore and Possessed OF
such extreme modesty as to hide his
light under half bushel, and attempts
to sneak aloag through life without any
one knowing he ever e-isted.
1t is great error to suppose the
people will hunt q man up, know
his abilities, what his goods are. how he
sells them, how he conducts his business,
IL he is not continually appearing before
thC PuphS Bh1c IL so"S
form or other. No man has ever advanced
reasc nable arguments TO show that adver-
tising, in some way, was not necessary to
success in business. On the strength Of
this self evident fact We assert that bust
mes men should devote more time and at
tention TO this branch of their business.
At least one half the business men OF any
community can obtain double the benefit
from their advertising in 1889, and use ex-
actiy the same amoant of money they did
in 1883, by devoting more time and study
to the question.
Here is an opinion of advertising which
a reporter of an eastern paper recently OBJ
tained from John Wsnamaker, ths great
Philadelphia clothier. and who will pro-
baby be member of President Harrison's s
cabinet: II spend S5,0O0a week In ad-
vertisng, and pay a former newspaper
editor 81 COO month to do it for me-
Advertising is the leverage with which
this store has been raised up
or course tie above has a certain local
application and leads mp to something
the PRESS has many times spoken Of In a
general way. and that is the amount Of
money sent out OF Hand county each year
for goods which could be obtained of our
local dealers. There is no use to ignore
this matter, for it is growing evil, aud
our dealers must meet and conquer it.
For this issue we can only call attention
to the primary reason how and why
people are led to purchase their goods
elsewhere. What first attracted their at.
tention to the Huron, Sioux Falls, Water
town and Chicago Dealers Advertising
of course. Systematic. courageous and
persistent advertising. Certainly, there
are manv other considerations hedging
about this condition, which may be dis
cussed at another time, but in the abstract
the first thing that must present itself to
the minds eye is the heading Of this
article