Delaware gazette and state journal. (Wilmington, Del.) 1883-1902, 1893-11-30
NECESSARY PUBLICITY.
A Talk Upon a Subject of Great
Interest to Merchants.

Men of Business-- The Newspaper the
Only Natural Medium of Business
bringing.
When 100000 successful wholesale
and retail business men have advertised,
do advertise, and intend TO advertise,
will not talk to the man who doesn't
believe in advertising, and who is stag.
mating in his own folly, attempting to
believe that he is the exception which
proves the rule.
Does advertising pay?
Read the answer in the SUCCESS of the
100000 business men who know that
advertising pays.
There is annually, expended in
America $l60,000,000 in advertising of
all classes, the bulk of this money going
into regular periodicals, and daily and
weekly newspapers. The proven value
OF advertising la magazines and other
national publications, has no place here,
for we are discussing local advertising
for local business men, who obtain the
bulk OF their business from the city in
which they do business, and from within
radius of not exceeding 100 miles, the
great proportion coming from not ex-
ceeding 10 miles.
The most successful business mon
prove, by liberal expenditure, that there
never have been times SO dull that extra
advertising did not pay. The foolish
business man cuts his publicity APP
preparation when business appears to be
poor, and allows the neighbor in bust.
ness TO cut into his old customers, and
keep new ones away from him.
One has only to Judge folks by him.
flt.t fntn la
buy anything, beyond perishable neces.
stiles, without due consideration. A
woman seldom buys hat, "a cloak, OF
any other article for her own use, or for
her children, until the matter has been
thoroughly reflected upon and the mar.
ket investigated.
While men are quicker buyers, most
OF them think before they buy, and as
the majority OF men, so far as buying is
concerned, are under the direct domina-
tlon OF wife, mother, sister, or some
other woman, cannot be far out of the
way In saying that most goods are pur-
chased with two or three weeks consid-
GRAFTON.
November and December are the great
buying months of the year, and the ma
jority of merchants can afford to at least
double their advertising space during
these months, returning after the holt
days to their usual space, but he who
stops his advertising after the holidays
loses a very large percentage of the ex-
ira profit to be made by holiday adver-
tising, for thousands Of people buy after
Christmas, and may forget the holiday
advertiser If his advertisement is with
drawn after Christmas.
The liberal before-holiday advertiser
can do the bulk Of the local business
He can, if he be shrewd enough, and
without dishonoring himself, so present
his regular wares that they will appear
dressed in holiday attire. lie must
make everything in his store attractive.
He must nave more light, more counters,
more everything, for the convenience OF
his customers, and he must add as much
proportionately to his advertising ex.
| pense as he does to any other Legitimate
expense coming with increasing bust
| ness.
If the times be particularly dull in
town, it is partly your fault. You can
make them lively. If the advertisers in
the city are slow, uniiberal, the best
opportunity is offered the enterprising
merchant to take business away from
them. Where all the merchants are
| progressive, then competition helps
trade. Where few merchants are pro.
gressive, then liberal advertising is all
the more necessary.
The holiday advertising should not
present more than one point at time
unless the articles be divided by adver-
Using rules or other distinct divisions,
which make the advertisement not a
conglomeration Of advertisements, but
directory of distinct holiday attractions,
separately presented.
Holiday advertising must be brief,
The papers are likely TO be crowded
with advertising, and the brief adyer-
tisement gains the readers attention.
IL is remarkable how attractive an
apparently unattractive article appears.
| if well busted in the store, and well ad.
yertised in the newspapers. The origi-
nal advertiser will convince people. who
are not regular holiday buyers, that
they had better buy necessities during
the holidays, that if a man is going to
give his wife dress, because she needs
it, il costs no more to give it to her as a
Christmas present than it does To buy it
for her by and by. Shoes, stockings
shirts, and everything children wear,
can be given them as Christmas pres.
ents, with or without distinct holiday
| goods
Everything, from rubber hose pine
to a grand piano, can be made to he
holiday gift, aud the advertiser who un.
derstands how to bill his goods will
gain not only greater sales from his
regular customers, but will bring people
into his store who never before thought
of entering it. He will be surprised to
lind himself selling goods of ali seasons
when the majority Of business men
calculate 10 sell only seasonable goods.
l don't own any newspaper, or any
other publication. | have no interest in
periodical publishing, but | know from
my own experience, and from the ex-
perience Of hundreds OF successful bust
ness men, that the daily and weekly
local newspaper is the only indispens-
able medium for the advertising of local
goods in the holiday season, or out of it,
and that other methods, like circulars,
dodgers, posters, and everything else,
are more or less desultory, and are valu.
able, If valuable at all, when used in
conjunction with the tirstclass, we'll
written, and well-displayed advertise
ment in the newspaper of character and
circulation.
M n Il