The times. [volume] (Richmond, Va.) 1890-1903, 1890-03-06
THURSDAY, MARCH C, 1890.


ADVERT I'M VI tefttf"N-'R'
In bis recent message Mayor Ellyson,
after dwelling on the very striking evidences
Of the progress which Richmond has made
in the interval that has elapsed since the
war. remarked "what We most need is
greater faith in our own destiny, and the
more liberal advertisement 20 the world Of
the advantages we possess in such abundant
measure"
There is reason 10 think that our people
err more on the side Of insufficient adYer-
tisement Of their industrial advantages
than ON the side Of lack Of faith in the CON-
mercial destiny Of the city. With respect
~ this destiny. it can be justly said that
one Of the most serious distractions 20 the
rapid advancement Of the general interests
Of Richmond has been that the confidence
Of our citizens IN its future has been so un-
questioning, that it has produced GER
tain degree of supinoness in the matter Of
advertisement. II our salubri0us climate,
our unsurpassed water power, our supe-
riority in freight rates from our proximity
10 Northern and Southern markets alike,
our accessibility 10 coal and iron, our pub
lie school system, our different social and
religious institutions. if all these excellent
points and others equally as notable which
we have not the space 10 onumerate, had
been proclaimed TO the world at large, as
often and as enthusiastically as they have
been discussed i'm this community, and
among and by our own people, it could not
now be asserted without danger Of denial or
refutation that what the industries and
natural advantages Of Richmond demanded
most. was more liberal advertisement.
This is precisely what they do demand.
cur faith in the future greatness Of the city
should only serve 10 stimulate us TO show
an increasing amount Of energy and enter
prise, not only in promoting private bust
ness, but also. and above all, in spreading
abroad North, West and South by every fea-
sible means, information as TO the induce
ments which wc can offer 10 outside capital
and population, 20 direct them hither. Is
this city al present engaged in doing this;
u is well known that il is not. The fact is
that in no respect is the conservative char
acter OF Richmond more plainly shown than
in this unconscious indispOsition 10 adyer-
tise itself. The spirit of the old regime IN
the South, that was perfectly content even
when it possessed an industrial light 10 hide
ii under the bushel Of provincial indiier-
ence, has not altogether vanished from our
streets in spite of the fact that the roar Of
traffic grows in volume and persistency
every day.
Self-advertiscment was considered TO be
one OF the worst forms Of yulgarity If in
dulged in by the individual citizen. Was
not the community equally vulgar, was
not its reputation equally lowered. if il pur-
sued similar coursef Ii was this general
feeling, so prevalent under the former
Southern system. that discouraged the
adoption Of active steps TO inform the
world OF the superior advantages Of South
ern cities, and this feeling, or rather its
Transmitted influence, has not altogether
passed away. II can be detected in Rich
mond to-day. Loud and ELUSIVE proclama-
ton Of our advantages is opposed to the
innate sentiment even of the new genera
fion.
Not infrequently little incidents occur
that show that even our representative BUSH
ness associations will allow the private feel
ings Of their members, which are highly to
their credit, 10 interfere with the attain
ment Of business ends that would confer a
benefit upon the whole community. When so
many of the establishments Of the Lynn shoe
manufacturers were recently laid in ashes,
and il was suggested that the Chamber Of
Commerce Of Richmond should send repre-
sentatives 10 them at Once-even before the
nrcs were extinguished-tO induce them 10
remove their business here, the committee
of the Chamber reported that they consider
ed it highly unbecoming 20 send such rep
rcsentatiyes, in the first flush of the misioi-
tune that had fallen upon these manufac-
turers. This vas a most honorable senti-
ment, but il would probably have raised a
smile upon the Philistine countenances OIL
the members Of the Chambers Of Commerce
Of Duluth, Kansas City, Birmingham, and
Atlanta.
The systematic advertisement Of Rich
mond is to-day practically left 10 the band
Of commercial travellers attached to its
various business houses. The Chamber Of
Commerce is undoubtedly growing to be
more and more useful organization, but so
far il has been a domestic guardian Of our
industrial interests. rather than promoter |
Of those interests by outside advertisement.
Before this advertisement shall be carried /
to the point OF the very highest efficiency |
the character Of cur people must have been
modified somewhat by the further develop
ment of the materialistic spirit in our midst,
and the growth Of this spirit will he mea-
,ured by the gradauons in the accumulation
of capital by our citizens. That accumu-
Iation would undoubtedly be immensAg
FASTENED in It's process by judicious ad'er-
Iisement now, but what precisely consti-
iutcs judicious advertisement can only be
earned by that experience which comes
with the beaping up Of wealth.
1There are two methods Of advertising
First, the one employed in the
extreme West, and, secondly that adopted at
he Nor'h. Atprcsent the Northern method
u more suitable to the genius Of our people
han the Western, but blatant 10 the latter
h in nearly every particular, it is calculated
10 accomplish far more than the conserve
i've policy which the people Of Richmond
,re now pursuing. Nevertheless, although
ne are proceeding az only moderate pace.
considerable satisfaction is 70 be derived
Rom the und0ubted safety Of our course.
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GENERAL JOHN b. GORDON. a. general /
tho Tuita1 farf..lor.t.. ~. a