Rock Island daily Argus. (Rock Island, Ill.) 1886-1893, 1892-03-31
NEWSPAPER ADVERTISING
}. B. Sax's Admirable Response to an
Interesting Toast on Notable DC.
CASTOR ut Ottumwa.

J. B. Sax's Admirable Response to an
Interesting Toast on n Notable DC.
casiOn at Ottumwa.
The Ottumws, Iowa, Courier recently
entered upon the enjoyment of the occu-
pancy of new home. erected especially
for it, and at banquet given in honor of
the event. ]. B. Sax, of the Lon
don Clothing store here, responded to
the toast. Newspaper Advertising for
the Retailer" In introducing the speak
er, Col. Harter, the toast master said;
THE only fault have to find with the
gentleman who is to respond to this
toast, is that he writes such interesting
advertisements, that read them through
before l discover them to be such. j.
B. Sax will now be heard" Mr.. Sax wit
tingly said:
Gentlemen: In trying to even attempt
few remarks upon theme so vast and
at the same time so hackneyed, l am re-
minded of story.
A darkey who was on trial for a minor
cffense Gin which some poultry figured as
plaintif) appeared without counsel.
Have ysu no lawyer" asked the
judge.
No, Sab"
Can you get one2"
mo, Sab" replied the darkey.
Don't you wish me to appoint a law
yer for you to defend your" asked the
judge, kindly.
No, Sab! just thought I'd leabe my
case to de ignorance oh de court"
In leaving this case or subject to me
fear you are leaving it largely to the ig'
norance lob de court" Newspaper ad
vertising has become necessity for The
retailer, and | might add, TO the newsps'
| per as we'll Without it, the retailers
advertising would be restricted to narrow
channels ard he would be bereft of The
| greatest force to stimulate his bust
ness.
Ia what other manner could he react
| daily or even weekly with his announce
ments as many prospective customers? IL
| what other manner could he so indelibly
engrave his name and business upon The
minds of the public. Newspaper sdver.
Using is gradually supercedmg all othel
modes. Painting fences is growing Oh
sOlete, because the paint washes off and
| often our gentle zephYrs carry the whole
| fence away, and ii seemed to me during s
| drive into the country that the signs
which did remain had largely become
monuments to firms which wee dead anC
| gone, or, perhaps, rather monuments to
their folly in trusting to such advertising
to build up a lasting business. Tn,
hand bill usually sleeps in the gutter
unread and the circular il
! oftenest consigned to the waste
basket or forgotten in an hour. As lon!
as the world hungers for news and as lon:
as enterprising newspapers like the Cour.
| Ter lay it before its readers, so long will III,
properly worded and displayed newspape
lad" be the most effective and profitabl,
mode of advertising for the retailer.
will not take time to discuss Doe
Advertising Pay" We need only glanc,
about US and view the pslstial surround
ings to know that it does pay, and GU
genial host, Mr.. Lee, will agree with US
We retailers take a deep and costly
pride in this perfected newspaper home
perhaps the finest in the west. and if TO
no other reason only that we have helpet
somewhat TO pay for it and should an
part of it remsin unpaid we assure tn
| Courier that the retailers will assume tn
bills.
There is just one idea would like t
touch upon. We all have been person
ally solicited to pstroniZe some house
make bill with them. This is sdvertis
ing pure and simple but not far reschin
enough for the retailers. Now if the so
licitor was gentlemsnly. polite, of pleas
ing address,. had tact, ETC., more tina
likely he made an impression and we ma
have made bill with him. Had the so
licitor been rude. impolite, disagreesble
we probably did lot 90 near his house
1t seems to me that in the same manner
newspaper, which is clean. moral, high
toned, which has the confidence and re
spect of the public is better advertiser
medium for the retailers than a news
paper not so favorsbly regarded. Prope
newspaper advertising is of such gres
benefit to the retailer that the publishe
must often be panied to note how persis
tently some merchants kill the COOS
which lays the golden egg, An adver
tisement which is not truthful or which
at all misleading will not repay toe re
taller for the cost of the space and max
his after announcements less valuable
But my allotted time is up, and l believ
you are not more glad than am. than
you for your attention.