The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-09-15
SATAyyAF,S MERCHANTS.
The Value Of Advertising in The Lead
Ing Daily.

Ing Daily.
The Results Gained by Judioious An
nounoements- The Strict Business
Qualifications Of Our Merchants-A
Few Facts About General Advertis-
ing-Advantase To Be Gained Alike
by Merchants and Customers.
The merchants of this city have, to
certain extent. felt the general depression
OF the times during the past year, but as
a whole, they have done a fair average
business. It is colnmendable in them,
that their fOrcthOugat and excellent bust
ness Judgment, led them TO view the stu
alton in a strict conservative manner;
therefore, while the volume of trade has
not exceeded that of past years, they have
been careful in taking risks and have
held their credits down to a basis which
has enabled them to cope with the times
AL Though the great stringency
Of the money market. TIE mercauhts of Sa-
vannah, by their judicious management
of their affairs, have endeavored to keep
the interior merchants within the bounds
of necessity. In dong this, they have not
only protected themselves, but have adj
vanced the interests Of their patrons,
who otherwise may have overstocked
themselves and thereby suffered the
usual results Of hard times.
The power Of our commercial advant-
ages is evident by the extensive dealings
Of our merchants and the confidence placed
upon their business ability. Producers
and consumers alike look upon
the merchants of Savannah as
the promoters of their interests
in advancing their prosperity and placing
ali upon solid foundation of business
transactions
The columns of the MORNING News is
filed with many advertisements of our
business houses, who know and appreci-
ate the value of daily medium which
reaches its MANY valuable readers, and
whose trade has been benefited by iudici-
ously announcing to the patrons of the pa
per, that they have prime inducements to
offer to the trade. No other merchants
in the southeast can compete with Savan-
nah. The territory rightly belongs to them
and they hold it in a businoss-like and
courteous manner The merchants in the
interior know full well and have the fact
demonstrated continually, that they can
buy goods as cheap in this city as they
can at any point in the United States.
The retail merchants are also alive with
the times, and a daily glance at the col
umns of the MORNING News viii convince
any one that the most successful
business men in this city are those
who advertise and ''keep everlastingly at
it." 1t brings results. The merchant
who sets aside a certain amount for ad-
vertising during the year, and pays strict
attention to this departments, is never
disappointed with the investment.
Advertising is as much of necessary
expense as a salesman and should be
considered as such. The value of a sales
man is judged by the amount of business
he transacts for his employers. The
same is true of the newspaper advertise
ment The widest circulated and the
most popular paper is the one which
properly appeals to the advertiser
and brings satisfactory results by its
silent visitations to families where the
salesman never goes.
The advertising columns of the newspa-
per is a delineator of the character of the
advertiser. A honest, truthful and bright
announcement strikes the reader
forcibly, and brings the merchant and
customer nearer together While the
staid and crowded matter-of-fact card is
passed by and considered no more than
the uninteresting Indian figure in front of
a cigar store.
IL is noticeable fact that
the progressive age of advertising is
accepted by the Interprising merchants
of Savannah, and heirsannomcements in
the MORNING News is a demonstration of
the fact that it pays.
This issue contains many advertise
ments OF the merchants of this city, who
are among its reliable and enterprising
business men and who are worthy of the
patronage they solicit from customers at
home and abroad