Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1891-06-09


ne Thinks the People c.npoe n.
Hamha&eeA.
NJ. William q. Wsu.m.Ler
Der OF the Philadeiphia f;rm - w.a1
maker q Brown, on . brief b,s;n... -
= louisville, where the firm lss ! Acnr1
n9 branch establishment, has beer
sss'.s hls Views on the general mb;ect
advertising in the Louisville Cernn,er.
c'aa, hrs opinion and experience viii i.
lsso WIN interest He says: s.There -
NO people anywhere that can y. -,
yuesed or deceived more than onca
:. aoal customer while he may not lrnov
me intrinsic merit Of what you offer can
lofin q pretty fair idea Of auality ana
once you nislead him his confidencs :,
You Is gone forever, and besides that !. \.
YIN innIencs . portion Of his eircIe -
Trends against You. -
N there 10 any one thing I Womb osrs.
a. maxim 10 aiyertisers Il IA I'M .erI.
sluIn pays Some years we have spent
ovef quarter Of million dollars IN Adj
sef1,slng, and you can readily see that
we nave given the subject very nncb
practical trial. and have studied il tse1.
.e.iealy az science. In all these vearx
we nave watched the returns carefnIlv
rom every standpoint we have taken
ana are now prepared to give cur nm
qaaiiiied opinion that more and better
returns are given to Us through the r,ews-
papers than all the other means ever
tried. ''ef
we advertise every day in the year.
'aao MI W.. except Sunday. There il
always some trade doing even in ths
aniiest season. and we strive to divert
the noating or transient trade to onr
place. Again, when business ordinarily
- ouii, people who see our invitations in
tae newspapers are more apt to read
them, Tor the reason that they have mora
Hme TO read, and there are fewer a,iver-
tisements then. Many merchants who
nave been In business for certain num-
Der OF years will say, 'Oh, we are SO well
SHOWN 1t Is no use for Us to advertise
mere never was greater mistake. We
would az soon think Of canceIing our in
surance policies as our advertising con-
tracts. We spend more money with
newspapers each year that goes BY; there
are more people who want goods. and
new trade Is always coming to the sur
face.
Advertising that is well done is Gu
INITIATIVE In its character. It is like the
compromising Of interest. An adyer.
tisement inserted in daily paper one
day Will, IN all probability, make good
return to the merchant who has the
goods the people want at the right prices.
Each successive advertisement that he
puts In gains an impetus and influence
from the original one, and SO it counts
up until the name Of the firm gets what
Is equivalent to the good will Of a sue
cessful business, besides deriving the
direct profit from immediate sales caused
by the advertising.
10 advertise well merchant should
give as much care to his newspaper
space as he does to any other department
OF the business. AS general thing a
merchant can well afford TO spend in
newspaper advertising from third to
one-iifth the amount of all his other
total expenses. II man in business
talks AS earnestly through his newspaper
when he is addressing one or two hun
dred thousand people simultaneously
as when he is talking TO one customer,
he cannot fail to make success of news
paper advertising"