The times. [volume] (Richmond, Va.) 1890-1903, 1891-07-17
THE TIME FOR ADVERTISING.

The proposition which the Chamber o
Commerce of Petersburg has under advise
ment to spend very considerable amount o
money in advertising in book-form, for gen
eral distribution, the different advantages
which that city has to offer to the immigrant
and the capitalist, meets with the disap.
proval of the IndeI-Appeal, and for reasons
which are apparently sound.
We are disposed to agree with our contem-
porary in thinking that in this period of in
fated and unsubstantial. booms, elaborate and
costly advertisement in the form referred TO
will not insure return in proportion to the
expense incurred. When a feeling of GEN
eral distrust prevails as must be admitted to
be the case now, the most attractive state
ments, however firmly buttressed by the
truth make but little impression. The pc
cuniary outlay which they entail is practically
lost.
In such period as this is, when even the
most excellent opportunities for making safe
investments are regarded with some doubt
and uncertainty, a chamber of commerce
would make mistake in expanding large
sum In detailed advertisement. Such a
sum can, as our Petersburg contemporary sug-
gests, be more wisely spent in encouraging ex-
listing manufactures in various ways or by
easing the preliminary steps toward the
establishment of other manufactures.
This is certainly the most remuneratiye
form Of expanding any funds which may be in
possession of such an organization whether
1c li1o {
not, but unfortunately there aref few chambers
OF commerce, few commercial bodies of any
kind indeed, which have sufficient means at
their disposal to do much substantial good by
giving assistance TO manufacturing enter
prises. The moral power of a chamber of
commerce is Of course important and can be
used to very great advantage. On the other
hand, the benefit to be derived from judicous
advertisement is not to be despised.
AS with everything else, there is q time to
advertise. and time not to advertise. Not
TO advertise at the right time is as short |
sighted as to advertise at the wrong time. In |
q period when no disturbing influence is in |
operation in consequence of collapse Of |
speculative enterprises. city will lose moth.
ing by calling the attention of the world at
large to its points Of advantage The world
is then prepared to hear, and if the impress
sion is favorable one, the city so advertised
will undoubtedly be benefited.
There is no reason why at the very time
when such advertisement is made. TINT the
most active steps should not be taken 10 en-.
courage local confidence in local manufacturer
enterprises, or why these enterprises should
lot be promoted by direct pecunlary assist
nee. In other words. in periods of dullness
Is injurious to spend large amount in ad-
ertisement, while in periods of great activity
is highly judcious to do SO. in both in
tances, however. equal attention being paid
the encouragement of local industries.
Inc fact that an inflated boom has brought
very form OF advertisement into NOR. NJ
'ss discredit is no reason why advertisement
totally devoid of virtue So far from oeino
evoid OF virtue. it is. except in times when
10 spirit OF speculation has brought ruin and
strust. one of the most efficient means
hich city has of advancing its prosperity G
IKE every other means however. it.has to be 6
nployed with discriminating and sober il
dgment. which consists in consultino NOT {
lily the terms of the advertisement. but al.o l
o times when il can be- issued TO ADVANTAGE y