Rock Island daily Argus. (Rock Island, Ill.) 1886-1893, 1890-02-10
ENTERPRISE AND ENERGY.
The Best Way TO Advertise and
Build Town.
Advertising the Essential Attribute
---saeeessrai Busise.. Methods as
Applied 60 n Growing ,,ty.

The Sioux City Journal contains some
vslusble pointers as to what should con.
stitute the spirit Of fast growing pro-
gressive town. They are essentially APP
plicAble to Rock Island at this time and
should be read and considered by every
local citizen having desire to see the
city continue its present tendency to adj
vance. The advice comes from the
metropolis Of Iowa, a city which has be-
come so simply through carrying out the
ideas advanced. Therefore they come
crowned aud commended by the fruits of
experience:
The best way 10 advertise q town is TO
advertise II. Aud the best way TO adver
tise IL Is for the men Who constitute the
town TO advertise themselves. A great
deal OF valuable time is lost in waiting for
somebody else TO do this-at least TO paw
for u. There 10 no department Of bust
ness IN which there is so muen struggle,
and so much waiting. TO get something
for nothing. or for q minimum outlay, as
In this department Of advertising. III IL
were really true in the inner judgments
OF men that advertising did not ray, why.
persistent effort in this direction would
cease in short order. But advertising
does pay. ana the business man Of level
head realizes that IL pays. and he realizes
further, that the advertising must be
done, II things are 10 be kept moving and
kept growing. The sensible business
Of advertising inure to the whole town,
whether or no, and that IL Is out Of the
question 10 proceed IN this business with.
out benehtting bis neighbor as well as
himself. SO II is that the impression is
pretty well rooted that the advertising for
town should in some way be public
tax, and there is much waste 10 fighting
over this Issue. That issue will not
down, and Il is Extensively prominent 10
the measure Of the times. There is q
great deal TO impel q man To 90 to tie
devil with the rect Of the people. and the
most elastic boomer gets TO feeling now
and then as If he would enjoy travelling
that way lust 20 witness the discom-
future of people who make life bus
mess OF hanging on TO someone's coal
tails. He feels like turning about
and ceasing all resistance, and letting
things drift their own way, Just to see
their wry faces over their own medicine.
Yet the desdweights are pretty safe. and
they know II. Self.interest will tempt
enterprise to hook on TO the load again
settle down into the collar and pull Ad
vertising implies q great deal. Adveriis
ing in newspapers, though good part o.
IL. is small part OF it, A man who
pushes bis business In all possible direc
tons advertises his town, and IL he make.
success Of his business he benefits hi,
town and everybody living there or inter
ested In its prosperity. A good way tC
help q town Is TO help those who are try
ing To help themselves, and who are
broad enough TO keep at it, though there
be overflows into the nets set by Other
people. The public with much profit e
itself might keep closer eye than 1t does
upon methods for contributing TO the
success OF the men VINO advertise the
town. and thus do much to increase tho
tribe. IL Is human weakness to Weld
TO self-interest, or 10 what has the ap.
pearsnce Of self-interest, or many small
ways, and too much free riding. and too
much Sinking in various ingenious and
disingenious ways, il the public will toll,
crate u. Much advantageous advertising
Of the town might be accomplished by :
wise discrimination ia an exchange OF
business. But IL frequently SCENT 10 be
the delight Of the public TO get man OF
an organization of men under some
heavy load and then TO leave him or il 10
get cut or take the consequences. That is
mighty mean on the part Of the pu bic d.
II the thing goes through. Why. its a
great thing for The town: II Il fails, WHY
there IL simply congratulation that there
are men whose prudence never deserts
them. There are an astonishing number
% drones In the human hive. Thew
deal in real estate TO some ex'ent They
hold corner lots while other people work
to make them vsldsble. They take pride
in being able 10 move out Of the town
any day. They want 10 know vhA; you
are going TO do shout IL.
The enterprisi1g merchant must he
prepared 10 show the goods. He will
think OF this when be writes his adver.
tisements. An enterprising town must
be prepared to show the goods when the
stranger comes 10 look il over The best
advertising Of town is in what il
planted there and cannot be transplanted
Men who do that kind Of planting are
the best kind OF advertisers any town
has. Make note Of that. The evidence
OF their faith is not 70 be impesched
A new house or new busine IS
block cannot be built without benehting
neighboring property. One cannot do
anything 70 better himself without help
ing others at the same time. Perhaps
this fact explains why so many men con-
tent themselves in doing nothing There
is hardly ANYTHING more remarkable than
the perversity Of many men.
The best way 20 advertise town is
for the men OF it 70 advertise themselves
Let them tske hold and push their own
business. and do it independently and
understandingly - understanding tina,
they will get on much faster with II, and
on the whole, much more satisfactory. il
they pay the freight themselves.
Charity Is mighty poor capital on
which TO do business. II is a waste OF
time to scheme for il except under con-
ditions of dire extremity.