Evening star. [volume] (Washington, D.C.) 1854-1972, 1889-01-22
The Science of Business.

From the Carriage Monthly.
The business man who asserts he never adj
vertises has only to glance at the sign above
his door. That controyerts his assertion. What
is the object of the sign? Abid for public patron
AEGEAN advertisement. Assuredly. then. the
name multiplied thousands of times and circu-
lated over the land must be productive of good
results. To assume it would not be read is an
insult to the intelligence of the nineteenth GEN.
fury.
When we reflect how boundless are the re-
sources of our country, how rapidly it grows
in business wealth, how quickly time rings its
changes and brings new generation into the
field, how easily We drop from the calendar of
recollection, unless We constantly brush the
rust from memory's chain. the importance of
keeping ones name before the public must be
suggestiyely apparent.
The science of advertising is to so identify
your name with your business that the public
cannot forget you. 1t is impossible for the
public to forget house that is an habitual
consumer of printers ink. The power of the
press cannot be estimated 1t makes and I'M
makes regulations in day.
1t would be manifestly unjust if the adver-
tlser were to pronounce as worthless every ad-
vertising scheme that is presented to his no
tice: but he would be saved from MANY an
error if he would pause before swapping up a
new scheme. and ask himself these questions:
Has it any reason for being in existence apart
from the advertisements il contains? Has il
relative value that justifies the investment?
What assurance is offered that the contract
will be carried out? Is il circulated spasmod-
ically and gratuitously, or has it a regular SUBJ
scription list back of it?
First, then, why was it called into existence?
The newspaper, the book, or the program that
is issued to meet a real or fancied demand of
readers has in it the element of legitimacy
With varying limits any one of these bears
n n raj IN xa1
line OF railroad, in contrast TO a scheme for SO
or 100 advertisers to club together and build
road of their own for the sole object of riding
over 1t once, after which the road is to be
abandoned. To complete the comparison il
should be added that the contractor who builds
and works the road is the only one who profits
by the transaction, and also that the trains on
snap advertising roads often start out well, but
never arrive at their destination.
What of relative value? The commercial
standard of the medium and its influence on
trade, should be carefully considered if YOU
are advertising strictly on merit and with a
desire for good returns-and not for charity.
Let us consider the case of a man who can
afford only to invest but few dollars and is
DESTROYS of placing il where it will Weld the
best returns. He is confronted with several
problems-ther rates; whether distributed among
the class of people to whom he desires to sell;
positions; display; circulation, and whether the
copies are sold or giuen daody. The value Of the
former being many times greater than the
latter.
If you would be assured of securing all these
desiderata, deal only with mediums Of estab-
lIshed regulations that have the confidence
Of the public, and will guarantee all they
promise. The merchant who seldom or never
sees his trade should give the public a chance
to get acquainted with his name. A house
that never advertises puts a check rein on the
success of its business. Bread cast upon the
waters is sure to return after many days. The
world moves-keep abreast of the march of