The Wheeling daily intelligencer. [volume] (Wheeling, W. Va.) 1865-1903, 1891-11-09
Ghe 0ateuilgettnr.
WuEELINo. NOVEMBER 0, 1881.
The Business End of 1t.

Robert Bonner has been n!uch-talkcd
about man for generation. He began
TO be talked about in connection with
the great publishing business which his
genius founded. Later he has been
talked about in connection with tho
fast horses which his successful business
has enabled him to buy and which he
owns Tor his pleasure. Just now Mr..
Bonner is being served in all sorts OF
dishes by reason OF the wonderful per-
Torrance OF his mare Sunol.
In an interview about his business
methods Mr.. Bonner says, "You must
call attention to your business in some
marked and peculiar way" This he
has done to perfection and with results
far beyond anything he could have cx-
pccted. Mr.. Bonner had very little
money when he took the breath OF the
goodpeople OF his day with what they re-
garded as ruinous expenditure for news
paper advertising. He advertised lib
orally because his capital was small and
he had to make the most and the best
ofit and could not afford to drag out an
existence.
At the pace OF his beginning he might
soon have been on the flat OF his back
ii he had not used the newspapers intel
ligently. His aim was to make his ad-
vertisements unlike those OF anybody
else, and he did it. He did not think it
enough to fill given space. His prefer.
ence was for very little in the space he
paid for, but whatever he put in he was
determined to make it striking.
What Mr.. Bonner accomplished IN
the publishing business has been achiev-
ed inevery line to which the same prin-
ciples have been applied, and it has been
done in small communities as well as
large. Some of the most striking ad-
vertisements that come under the INTEL
LIGEScER's eye are in newspapers pub
lished in smaller places than Wheeling,
advertisements which not only arrest
the attention but indicate as clearly as
the mercury notes the temperature
that the men for whom they speak are
getting on in the world.
There is mistaken idea that it takes
genius to write paying advertise
ment. What is required is that adver-
Using the goods shall be thought as i'm
portant a part OF the business as buy
ing them, displaying them for sale or
backing them with a salesman who
knows how to talk them up. A. T.
Stewart used to say that it did not take
4 salesman to sell his, goods-he sold
them through the newspapers. The
nearer the advertiser can get to the pub
lie the more successful he will be. The
first thing is to attract attention, the
next to hold it. The man who tells
buyers what they want to know in a
way they can understand, Will bring
them to his store. In IN advertisement
IN ounce OF specialties is worth pound
OF gencralities.
Moreover the advertiser who knows
what he 10 about does not seek the
cheapest, but tho best medium. A
shrcwd advertiser in the East and one OF
the most successful the country has pro-
duced, was approached by the advertls-
ing agent OF a new publication. "In a
year from now" said the agent, at will
cost You twice asmuch Tor this space, for
then VIC shall have moro circulation
than any OF our competitors in this
city" "Call around when you reach
that point" replied the merchant, "and
l will pay you three times MS much as
you ask now. My aim is to reach the
people, not to get space cheap, and es-
tablishcd character is something l look
to as we'll NJ circulation u