The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1894-09-19
An Opportunity For Distinction.


In several papers We find the subject of ad.
lvertIsing discussed at this time more particu.
| larly on the ground that 1t has special and
immediate importance IN view OF the Inn
proyement in trade expected this autumn,
which has already been brought about to q
considerable extent because OF the extraor.
dinary reduction 10 the supply OF all kinds OF
merchandise In the hands OF dealers In all
parts of this country.
Whatever the general outlook of trade the
subject would huYe great importance. AS
that direction receives Its reward In both bad
times and 60 ID. The most successful adver-
Users are those who keep their business con-
stantly before the Pnblic, Without regard a., 70
selves and their business 10 be forgotten.
Even In Il time when trade Is called stagnant I,
its volume ~ still great. A falling OF smal
percentage OF its aggregate relatively to It's
bad times, az they are called. Even during
tue last year distinguished for It's depression,
The transactions In the market were still
enormous. The imperative daily want OF
seventy million people make demand W hicl
keeps business a ways active. The employed
were many actually, but relatively 70 the
have been reduced in many departments of
industry, but they are still high here as COM
pared with European countries. The strik-
r hs SorE but ali ,her
cues they have offered up q special prayer Of
thanksgiving because their condition here Is
30 much better than In Russia. Every Sab.
bath they have thanked God THAT He had led
them TO the promised land. The consumption
OF the population per head iy much greater
here than In any country OF Europe. Both
The mechanic aud the common laborer are
accustomed 70 daily luxuries unknown by
sucn worklpgmen there. The shops In the
poor quarters OF the town, the grOcers aud
The butchers, are supplied with variety Of
food about as great as that III the richest
nelghborhoods.
Nowhere else In the world does the advertis.
or of any and all sorts Of merchandise appeal
to 80 vast multitude Of possible customers
cumuated competence or who are in busi-
ness or hold salaried places which render
them wholly or largely Independent of adver-
se trade conditions, so lar as the satisfaction
Of their Luxurious tastes IL concerned. grows
steadily. Saratoga, for Instance, was never
more crowded than last month, and all oi the
visitors must have been people Of this gener.
al sort Al other watering places there were
In this country TIE demand for the wares of
the merchant ID always Ear greater relatively
10 the population than In the richest Euro
pean states. Hence here he Ia surer Of larger
profits II be succeeds In winning distinction
for his enterprise.
Undoubtedly the first way Of gaining that
distinction IL TO merit the confluence OF tue
purchasing public aud 10 discern It's needs
aud tastes but IL cannot be secured without
also calling the attention OF tie public 10 the
business 30 conducted. The merchants place
Of business must be known. He must put up
his sign, and In many departments OF trade
ne must make All active display OF bis wares
In his windows. He must establish bimselt
IN situation eliglble for buyers. He must
have enough attendants to wait upon his Gus.
TONERS; but II he wants y large trade, made
up not merely Of casual customers who chance
70 pass his place OF business. but OF those " ho
are attracted to II as distinguished house, he
must nrst Of all advertise in the papers.
BY such advertising he raises his sign
where IL Will be seen by all the people and
thus he makes his business known TO mil
HONS When otherwise he would be known TO
d few only. The development Of the mordern
newspaper during the last fifty years more
especially has done more for public enlight.:
eminent generally than any other means of
difusing knowledge. 1t has occurred stimuli.
Laneously with the spread or education, to
which IL owes its Impulse. The readers Of
newspapers now comprise practically the
whole population for iIliteracy, proportion.
ately triniug In this country, Ii last passing
away altogether. Hence the opportunity for
advertising business furnished by q great
newspaper is one uf the most valuable feat
ures Of our advanced civilization. 1t enables
the trader TO make his name and wares
familiar 10 the whole public far and near.
AS Il consequence many mercantile houses In
New York distinguished for their long and
persistent advertising In such newspapers are
ns we'll known to people In all parts OF the
United States as the most conspicuous OF the
public buildings OF the town. They have
made their names famous by that means, and
have won for themselves distinction as wide
as that or men the most prominent In public
life. They are recognized everywhere as
leaders in their trade.
Tnat IL great opportunity, and 1t is before
every enterprising dealer. Because In many
houses, whose names were unknown q few
years ago outside OF q small circle OF customers
who sought this little shop, are now centres
Of great trade. celebrated throughout the
Union.