San Antonio daily light. [volume] (San Antonio, Tex.) 1886-1907, 1893-08-26
The Daily Eight,
SATURDAY, AUGUST 26, 1898.
A Questionable Policy.

Der of the leading advertisers OF
the country to a course which, in
our opinion, they will regret in the
end. We allude TO the discontinue
ance of advertising contracts on
account Of threatened hard times.
The experience of the past furnish
es plenty of examples to show that
such a policy is invariably costly
in it's results, and although the
temptation to seek relief from re-
sponsibility for advertising bills is
great, vet in the end the sum total
of the effect OF such course is a
shrinkage in business, and the loss
of ground which had already been
gained in the competition for pub
lie favor.
The successful advertisers are
those who have kept eternally at
it. The human memory is short.
The law of competition admits OF
no armistice. There can be no
permanent vacancy in the grand
army which is moving forward to
the assault of public favor. AS
soon as one steps out of the ranks
for any cause whatever, another
quickly takes his place.
Human wants are substantially
invariable, and the quantity of
things purchased COR the needs of
existence cannot be permanently
lessened. No matter how hard the
times, just so many pills will be
taken in a year, so many pairs OF
shoes worn, and so many bottles Of
tonic will be drank. There may
be temporary falling off in the
demand for such things. but it can
only be temporary. The question
is mainly as to who shall supply
the demand. If one manufacturer
fails to do it another will sup
plant him. Patronage is easier
held than gained.
The advertising world is familiar
with many trademarks that in
times past have been household
words with the masses, but which
today are little more than reminiS-
cences. This has not been the re-
suit of a change in the category of
human wants, much less diminu-
ton of consumption of articles of
this kind. The decline had almost
invariably been the result of mis-
taken judgment or loss of conf
dence on the part of the proprietor
whose goods had been adj
vertised into popular favor.
Some of the most successful
advertisers have in the past
been impressed with the idea that
their place was certain, that their
trade was established, and that the
battle with competitors might be
suspended, without loss to them
selves. The result has never been
different. 1t has always culmi-
mated in disaster, if persisted in
long enough.
We call attention to this truism,
because just at this time, as stated
in the heading, there are number
of the best known advertisers who
seem to be flinching from the
strain imposed upon active bust
ness, and to sOOthe. their better
judgment with the idea that they
can afford, for the time, at least, to
withdraw from the columns
of the public prints. We
do not believe they can do it.
No matter how long they have
been before the public as adver-
Users, no matter how much they
have spent in the past to keep their
goods on the market, the day they
withdraw their advertising marks
the beginning Of lost ground, which
must be recOnquered if they ever
hope again to occupy the field en-
jOyed before.
We believe that in times like
these sacrifices if necessary should
be made, and eXpedients resOrted
to until every effort shall have
been exhausted, leaving only
as a last resort the withdrawal
of their advertising business.
There is little question but that
we have passed the crisis of our
troubles. Everything points to a
resumption of confidence in the
near future, and with confidence
will come better times. Present
conditions have been brought about
by the diseased epidemic of fancy
rather than of fact. The most
astute financiers Of the country are
unable to point to any adequate
cause for the late disaster. Our
people have not been Frustrated by
an expensive war; famine has not
devastated our fields or cities; no
great confiagratiOn has swept up
millions; but on the other hand
we have lust passed a wear OF