Evening star. [volume] (Washington, D.C.) 1854-1972, 1893-09-30
Two Remarkable Pages.

1Nt" tht bTy OcouS r<OuOuiirt
Every retailer and, for that matter, every
wholesaler in the dry goods trade should
be deeply interested in the exhibit of local
retail dry goods advertising. which we re-
produce In this issue from the Washing ton
Evening Star of September 20. A lesson is
there presented, the value of which in dol
lars and cents to our subscribers can
scarcely be computed. No merchant in this
country Is too busy or too prosperous to
spend the time necessary to study this les
son and its applications in his own bust
Eess.
The Star has succeeded, because 1t abso-
lutely understands its public and caters to
that public with an instinct akin to genius.
1t appreciates. for example, that no class OF
news Is more valued by the bulk of the in
habitants OF city than that which refers
to fabrics and coordinate Industries. II
therefore considers the dry goods trade as
an important factor in Washington life and
cultivates it as one of its principal clients.
Here. then, is lesson number one, which
has a local application for every city in the
country. Let US suggest to our subscribers
that 1t lies in their power, as large ad-
vertisers. to bring their local papers to a
realizing sense of their Importance. As a
rule, merchants are not sufficiently awake
to their opportunity In this respect.
But there Is another suggestion of the
greatest practical value to merchants. Let
them study the policy which their Wash
inSton contemporaries in trade find so
profitable. There is scarcely a retailer OF
any size In Washington who does not ad-
vertise in The Star. But this is not all.
Ihere Is scarcely one who does not regu-
larry employ an expert connected with the
urh thrA %1ll
keep acquainted with his stock, the popu-
Lar demand and the manufacturing facili-
ties and conditions of the paper, SO as to
produce the best results for the least money.
The advertisements are changed daily. on
the principle that "old news is no news
and an old advertisement is no advertise
ment, so far as dry goods and kindred lines
are concerned
The result of this cooperation is the mar
Vicious exhibit reproduced on pages 40 and
Al of this issue. We believe there is nothing
like it to be found in the American press.
Please to remember that Washington is
not commercial city and that now. in
spite OF the extra session, it is out of sea-
SON. The issue is one in the middle of the
week and In no sense special or abnormal,
oeing selected, as typical, entirely without
conference with The Star. Similar exhibits
may be seen practically every day in the
year in its columns, with a still more i'm
pressive showing on Saturdays. The only
CRITICISM, perhaps. is a certain monopoly
OF typographical dress and point of view
Ihese pages show what might be done in
every large city in the country. Compare
them' II you please, with the columns OF
the most popular mediums in New York.
Chlcago or any other leading city and see
the result OF system and cooperation. We
repeat that the merchants in every other
city in the country can learn much from the
dry goods retailers of Washington, and pub
fishers of all our daily papers can find food
for thought from the policy of their Wash
inston contemporary.