Deseret evening news. [volume] (Great Salt Lake City [Utah]) 1867-1920, 1893-03-03
As 10 ADVERTISING.

I
IL viii be noted that this paper N not
and has not been addicted 10 tho habit
50 prevalent among i,s coiemporaries
Of keeping its business affair constantly
before tho reading public by either
truthful or fictitious statements regard.
ing liz circulation or general patronage;
In a word, 1t does not "talh shop"
This Is not through any fear Of making
Its business known, far rom ~; but
because W. do moi regard It ~ leylti.
mate Journalism. II 10 n. easy 10 ex.
aggora,c regarding newspapers
patronage AZ u isdifllcult to Hnd II out,
thus the public can 10 and In n ma
jotity OF cases are we believe deceived
In order that thrift may follow misrep.
resentation, and we will have none Of
1t. Let all proper means be employed
10 increase the circulation OF and
advertising matter In paper, and We
know OF no means any more NJ than
getting out an excellent publication,
containing all the obtainable news Ia
readable shape, with short, sharp com.
ments ON the events Of the day; this
has n tendency 10 swell the subscrip.
ton list and this In turn induces
advertising.
with reference TO the latter branch
Of journalistic support there Is great
deal Of Misunderstanding, which need
not be. While 4. Ia an essential TO
nearly all publications anu an indis-
poneable one TO dailies, there 10 perhaps
no transaction IN which tue benefits
10 one side are not hmm .dlaiely visible
that comes ~ nearly being a qld pro
quo as iudicious newspaper adver-
Using. The late a. r. Stewart, the
most successful merchant In the coun.
try, paid out over 100000 year Ia
this way, even after his hOuse anu
himself were well known not only at
home but throughout the land. SO
with the successful Snowman, +. y.
Barnumi he spent u fortune In advor.
tieing every year, and We doubt II even
one instance of succ ssiul business
man whose wealth has come as the
result OF patronage aud who did moi
advertise extensively can be iounu.
Even where tho paper's clrcu alton l.
limited It Il slill the best vcniele
Of keeping oue's name aud busl-
incss before the public, for while all
will not read such announcements,
some must inevitably do ~ aAd thu'c
| will at one time or another make men
ton Of what ihoy have read; and thus
and by existence In keeping ole'r
business card before tho people does he
inevitably grow into aud up with their
good graces.
A certain firm In Ogden which
need not be named is perhaps ahead VI
any other In the matter o. widespread
and continuous advertising. It's an'
uouncements appear In most OF tn,
publications. Of this Territory and some
outside Of 1t. 1t spends large sums
In this way, but Its business has al
vanced and broadened In proportion.
Not long since an order ior a latg,
amount of tho firms wares came from
tho other slide Of the world from south
A!ricA-and the profits on this onp
order amounted to enough to Offset ali
that had been paid out Ia advvrtlhins
iog year nj least! One or more Of
the paporu containing the figm's
card found It's way over there
and drIfIed into place anu
ut u timo when liza special goo.e
wero tho very thing wanted and M .
result II got not only nil OF this traue,
but 10y reason Of giviug satisfaction
viii doubtless get other orders from the
same quarter. II the house had with
drawn its "adv for few numbers
and Que OF these had happened to TO
the ono that made the long voyage,
the order spoken OF would have gou e
elsewhere. 80, It IL 10 ba seen tina
perslstenoy and regularity are rs nee.
ersary features In advertising Us al y
other.
A great many make the mistake Il
cutting down or eating out their ad.
vertising when times are dull, thus
giving /, the appearance OF an expen'
sive luxury which they engage Ia Tor
the benefit OF tho paper exclusively.
The fact 10 that when times are dull
advertising should II possible DO more
voluminous and continuous than NJ
any other period; there being
LEES money than usual In
circulation, greater activity anu
shrcwdness are required to get
proper share Of II; and II shrewdnrss
cannot be- exhibited to greater advanl.
age In the line Of public announce.
menis than In any other, We are sorely
mistaken. Some things should not be
advertised ut all; Tut those which
should be ought to he advertised well.