The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-11-20
WHO SHALL ADVERTISE?
Everybody" Says He Of Dollars and
Sense.

Nobody Says He of No Success at
All, By Nathaniel c. Fowler, Jr.,
Doctor of Advertising.
copyright, 1853 by The Trade Company, Bos-
TOM
If everybody advertised who ought to
advertise, there wouldn't be enough ad-
vertising space to go One-tenth the way
around.
One-half of the folks who don't adver-
tise need advertising as much as the other
half who do advertise.
Some clothing stores advertise and
some do not; some dry goods stores ad-
vertise extensively and some do not some
provision dealers appreciate the value Of
printers ink while others try to run bust
ness without letting people know they're
in business; some furniture establish
ments believe in telling people their bust
ness that they may do more business,
while others expect to make money with
out publicity. The inconsistency of bust
ness is as marked as the inconsistency of
everything else.
Nine men out of ten men make a sue
cess in any line by liberal publicity, and
the odd man thinks he ought to do as
much business as the others by doing bus
mess differently from the others.
There are fundamental principles with
out which men cannot do business, except
in exceptions, and the exceptions are too
rare for comment. There must be goods
to sell and place to sell them in. There
must be capital and statesmen. There
must be something to tell people where
they can buy something. 1t is called
advertising, and nothing else has ever
taken its place, because there is nothing
else to take its place.
If one barber can make more money
than all other BARRIERS by advertising
why should not some of the other BARRIERS
get part of that money by advertising?
If one butcher by advertising can build
up trade selling the same meat that all
other butchers sell, and yet do more bust
ness than the others, why should not
some of the others go and do likewise.
1t is far better to spend II 900 or S10,0 600
in advertising, and make more money,
than to spend nothing and make less.
There is not line Of business, from
pegging shoes to selling dry goods, which
cannot be consistently advertised. Ad-
yertiSing pays better than any other in
vestment, because the majority of sue
Cessful business men, whatever they may
think about other business methods,
unite in believing that advertising is that
which has built up their business. No
sensible man can believe that successful
houses advertise, and become extensive
advertisers for the fun of the thing. It's
cold business with them.
Every business man, if he has some
thing to sell, whether it be cough drops,
candy, clothespins, washtubs, soap
lamps, frecrackers orpianOs, if his goods
be in general demand, and his Office be To-
Gated in or near the business center of the
town, no matter how successful he may
be without advertising, will find that he
will be more successful by using a reason
able amount of printers ink.
Occasionally one finds a successful
store able to do profitable business with
out advertising, but these stores are such
exceptions that their methods cannot be
copied except by privileged few, and no
sensible man claims that he is an ex-
CeptiOn when the road to success is along
the beaten track of others. 1t is far
better to travel in certainty than to gam
BILE on uncertainty. Because one
man out of thousand can be
reason why nine hundred and
ninety-nine should attempt to be that one.
Let the other fellow take the chances
Wisdom teaches you to keeptO established
methods of success, weaving into those
methods your own identity and original
lJy, DuI remembering JnaG Jnere are pr1n-
ciples of trade which you have no right to
ignore, and that the principal principle of
trade-bringing is regular, legitimate, per-
sistent and continuous advertising in the
daily and weekly local newspapers, the
only mediums which cannot help reach
ing every buyer, and the only indispensa-
Bile mediums for local advertisers every
where.
The following are advertisements of
1ipoC Of hrcivnuc or
advertised. These samples are simply
suggestions, and by a few changes can
apply to almost any line of trade.
n