Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1892-01-31
A TALK WITH ADVERTISERS.
The Opinion OF Some OF Our Leading Mer-
chants In Regard to the Com
ing Years Business.

In view of the many public and private
| improvements to be made in Fort Worth
this year and the large amount of money TO
/ be spent among our working people, which
is bound to benefit all classes, a GAZETTE
representative visited a few of our leading
| advertisers to get their views of the bust
ness outlook for 1892.
The money to be spent on the city hall,
| school buildings, water works, etc., will 90
| largely to the workiugmen, and conse-
| quentIy viii be paced in general circula-
| ton, as the laborer will spend his earnings
among our hone merchants.
INTERVIEWS.
| a few words about the different ways of
advertising might also be of interest to our
readers. advertising has become very
great thing to business men of late years
The time was when a merchant thought
very little of advertising, but it is alto
gether different now, and merchants. as a
general thing, find they can't get along
without it, and almost every establishment,
large or small, sets by a certain sum for'ad-
vertising purposes. You will notice that
i'll all towns. and cities the most successful
merchants are the ones who advertise in
their local PAPER, and the largest concerns
in the country, by advertising, have gained
their wealth and popularity. 1t is needless
to cite any particular incident where a for
tune has been made by advertising, GAS you
see them on every hand-such as the organ
and piano manufacturers, patent medicines,
soaps, baking powders, type writers, and
articles of every description. A man may
invent good article, bat it must be adver-
tised to be sold.
1t is interesting to note the Different
ways advertisers use to get their name
and goods before the public, and the posts
ton OF advertising expert is by no means a
small one in lots Of the big houses. Almost
every large advertiser has man to pre-
pare his ads for him, and 1t takes an imagi-
native mind indeed to get up something
really new. Most every one is acquainted
with the W. L. Douglass shoe ad, IN which
he uses cut of himself. Some ingenious
person recently sent Mr.. Douglass letter,
and instead of putting any address on the
envelop, cut out Mr.. Douglass picture and
pasted for it on the address. A clerk in the
postofIice noted on the envelope TRY Broc-
ton, Mass (AIr. Douglass home), and the
letter was receiv d promptly. John Wanna
maker, who is probably the largest adver-
tiser in his line, uses single column ad set
in plea, and states the goods offered and the
prices in very. plain language. His mode of
advertising is largely copied all over the
country. The ads of Pearline and Sapolio
are always attractive and are generally
illustrated with outline cuts. Every one is
familiar with such well known ads as the
Cuticura Remedies, Royal Baking Powders,
Ayers Sarsaparilla, and who is not &C
quainted with Good morning, have you
used Pears Soap?'' and many other things
could be cited which through advertising
have become known to all the world. l read
the other day of patent medicine firm who
had secured patent on the following mode
of advertising. They would arrange to
have their circulars placed in the center of
balls of cotton Irvine at the factory, and
when the consumer used this it would of !
course disclose the circular The news
DaOar iS cOncidprad he
legitimate way of advertising, and
is mostly used by the best class of
merchants It has become necessity to
them of late years, and is as important as
any OF the departments of trade. It is not
always necessary to have full-page ad to
attract the attention of readers, but make |
1t attractive and at the same time be truth ,
fm in what you say. By putting a we'll |
constructed and well-displayed advertise |
ment in the local paper, the merchant can |
bring his goods to the notice of the cream |
OF the population, go straight homes to the |
people who can and are ready to buy, and |
in this way Guido his competitors who do |
not advertise. The show windows of some |
of the large houses are worth watching, |
too. Window dressing has become pro-
feSsion, and good window dresser can |
command good salary. Several of our
largest houses have professional men for
this purpose, and it is certainly paying in
' q
good deal on their signs attracting custom
ers, and an attractive sign is certainly a
good thing. Fort Worth has quite a variety
Of signs, but there is nothing exceptionally
unique or extraordinary about any OF them.
But in larger city you see some very queer
signs and some large ones, too. The sign,
james S. Kirk s. Co., " on the tower of the
big soap factory at Chicago, has letters
about fifty feet high, and in contrast TO
this, Marshal Fields great retail store
wight be passed by if one was looking for
The sign.
Messrs. Butts Bros. & Darling, one of our
eading dry goods houses, are of the opin-
on that we are going to have most pros
porous year. They intend making large
purchases for the spring trade and are
sure of good years business. These gen
-lemen believe in printers ink and viii do
some extensive advertising.
Weltman Bros, the enterprising firm of
shoe dealers, consider the public improve
nents a good thing for the whole citv and
Expect TO do a good business.
Mr. w. S. Matney, the popular tailor,
hopes for better times and expects a good
business in his line.
W. II. Taylor, the proprietor of the i'm
nense dry goods and clothing house, saws he
Expects good trade this year and is pleased
o have the money turned loose among the
working men, as in this way it win help
very line of business. Mr. Taylor has a L
Ugh opinion Of newspapers as an advertis-
ng medium.
Crowley s. Simms, the energetic and pop (
lar shoe men look forward to lively Shoe
rade, and think business generally win
lick up on account of the large sums of
money TO be expended in improvements.
Mr.. g. Y. Smith has enjoyed a good
rade the past season and says he can't
omplain even now, but looks for a very
rosperous year. Mr.. Smith is a very
hrewd buyer in his line, and certainly
eeps a first-class establishment.
Dahlman Bros. are confident Of a good
eason and will be prepared to meet all de- 4
lands for goods in their line, as they carry
n immense stock. They are one Of our
atrons and think advertising pays.
Mr.. Hollingsworth, the genial manager
the Crawford dry goods company, ex-
resSed his opinion that times would be
luch better from now on, and that thew |
Tere having good trade and had no rea-
IN to complain of dull times. This firm is
ne Of our heaviest advertisers, and con-
ders this money well spent u
Messrs. Logan & Evans, the boot snd
zoe dealers, are preparing for a good
'ads IN their line, and consider the times
cry good even now, but think We will
ave the most prosperous year ne have
ID Tor quite q while. These gentlemen