St. Paul daily globe. [volume] (Saint Paul, Minn.) 1884-1896, 1889-08-02
THE ADVERTISEMENTS.

How They Are Looked at and
Made advantageous to the
Country Readers.
Special to the Globe.
FOUNTAIN. Mimi, July 3O-"I never
read advertisements" remarked
caller. How much such a person will
miss in the voyage of life is past COM
prehension, for the advertisements in
newspaper look upon as great edu-
Gator all through ones life. They tell
us so very much of what we could not
learn otherwise, and sometimes l think
the newspaper is grand educator all
the way through, with the exception of
some of the Swindling advertisements
that are occasionally sent abroad and
which should never be published.
How would the inhabitants of the thou
sands of nlittle villages and towns, the
well-to-do farmers wives and daughters
know of the bargains offered to those
that live where the merchants cannot
affor I'd to keep stocks of the best dress
goods. for the sale Is small where there
are small number to purchase. He
knows it would be loss to him to try
the experiment. Any one that has
noticed the conditions knows the coun-
try merchant cannot compete with the
city merchant that is honest
customers, and has an immense
of the best goods that he can sell at
cost, even below the cost as fashions
change so often, thatvery. very few city
ladies will take the remainder and the
goods must be got out of the way. 1t
would be curious if a merchant did not
make more than enough profits to cover
the sale of these remnants below cost
and get rid of them. by his honest deal
ing-they will never make second sale
If their goods are not what they were
represented to be, for the word will be
passed around the country far and as
wide as lies in the power of women
to tell the tale of mischief, and
just as fast and far will 60 the tale of
fair and honest dealing. Often such
out-of-city people can not get at home
just such goods as they wish, and do
not even know where to send to re-
ceive honest goods and the worth of
their money, as such persons on the
farm OF in little town seldom see one
of the great daily papers containing
such advertisements of
CHEAP SALES OF GOODS,
or even know the address of any mer-
chant that might gather in many ducatS
by country trade if known, if he dealt
fairly and honestly by this class of
would-be purchasers of fine goods not
to be obtained of the merchants at home,
In what way shall we bring these
parties together, is the question, so that
our country people may be as well
dressed as they can afford, where coun-
try merchants cannot run the risk of
selling such goods by keeping them on
hand all the time. No person should
ever go by the home merchant to obtain
anything he can furnish them, for that
would not be fair and honest, and would
border on sort of meanneSS in any
one, that would be most despicable
deed in any and every person per-
first of all are to be patroniZed if it is
possible to get the goods wanted at
home, get them there. Some of the
prominent merchants advertise in the
country weeklies, using from half to
a whole column and changing it every
week or so, as circumstances permit.
This is notable feature of some Mil
waukee merchants, which, from my own
personal knowledge, more than pays
the cost of all expense out; nothing
lost, but much gained by them.
But that is not caring for our own
state dealers in dress goods, and who
wants to send to Chicago or Milwaukee
every time one wants something
that can not be obtained in a coun-
try place where such goods are seldom
called for. and may not be such as /
wanted after all, for something a little
extra is wanted just then. and may not
be called for again in the next six
months, or a year perhaps? A small
beginning of such trade would amount
to a large sum in the year if it could be
accomplished, and it would be worth
trying for. This much of newspaper
advertising is legitimate business of
all kinds of trades carried on in large
cities, but there is class of adyertls-
ing that might as well be left
out entirely, which will tempt too
many foolish people to try and get some
thing for nothing. This is particularly
so with the very young people that have
yet to learn wisdom at cost any way,
but in time such children cut their
wisdom teeth" and learn to be wary of
such humbugS, whether they advertise
or meet them face to face, and have the
bunco game tried OH them. It's the
people that never read newspaper, or
only their own country paper, and also
consider advertisements of no account
Il. Ll~.N