The Cecil Whig. [volume] (Elkton, Md.) 1841-current, 1893-04-22
A PROFITABLE PLAN.

A PROFITABLE PLAN.
The best form of advertising is
that given in the local press. OF
this fact there can be no doubt.
Circulars, calendars, cards and neat
hand bills have their appropriate
places as agents, but their use IS
limited to the transient or special
occasion. The printing art has so
far advanced nowadays that moth
ing but the finest forms OF illustrated
and letter press work are noticed,
much less preserved.
The large, rich corporations, like
insurance companies, etc, send out
such elegant cards and calendars
that retail merchant must outdo
them in elegance or squander his
money. When the retailer has
added the cost of postage TO the
item OF from $50 to SIPS per 1000
for his cards and bills, and has paid
for envelopes and addressing, he
has built up heavy expense, which
only smart trade will justify. If
his card happens to be somewhat
less attractive than the one received
gratuitously from an outside party,
| the whole matter is lost Or, at
best, his fancy card is tucked away
in some child's collection and avails
him nothing.
1T is different however with an
advertisement in local paper. That
is seen and read by the entire family
of each subscriber. The announce.
ment of special sale creates COM
ment and the subject is carried in
mind until opportunity is found to
test it by personal inspection of the
wares.
Any retail merchant could afford
to take good space in the local paper
and pay for extra copies to be mailed
by the publisher to certain portion
of his trade area each week. The
locality can be changed with each
issue, until all is covered, and then
the plan can be repeated.
The merchant who makes friend
of his publisher is the lucky man. 1t
is not difficult to do this by perfectly
legitimate methods. Deal with him,
and the law of reciprocity is estab
lished without Congressional inter
ference.
The broadside in naval battles
used to do the work; and the broad
side in the local journal will do it for
YOU. A half hearted policy will not
suffice with advertisers. 1t must be
bold and strong. Set aside as large
a sum as you can possibly afford
now-don't wait till next year-and
say that you will venture that with
out stopping to estimate results week
by week. Keep track of business
to be sure, but if returns do moi
seem to come in at once, follow right
along for given time, and ther
count the items of expense anc
returns. Make up your mind te
spend the full allotment before yol
pass judgment.
Let us say you begin 1898 with
certain amount put aside for adver
tising. During the busy season yol
take medium space. Run it with
timely advertisement. When trade
drops off double your space for
month, pushing bargains to reduce
stock. Improve every special occa
: sion that is likely to bring a crowc
into town; for such events are you
free advertising chances. Help Il
, local events of interest. PopularlZ
: yourself by favoring church bazaars
meetings of farmers, and all sorts c
gatherings. When you know
crowd is coming, time your adver
tisement to strike the eye OF tina
S crowd and give it 'local coloring. ="
e Alter the mid season, drop you
: large space and take only sma
y advertisement, on the score OF bus
S times. Repeat this system, and tn
proof of its wisdom will be apparer
S before 1898 is rolled up in a wa
r and tossed over to history makers
n a bit of material for them to use
: The Ameyican .SfoyekeePer.