The morning news. [volume] (Savannah, Ga.) 1887-1900, 1894-09-11
SAVANNAH MERCHANTS.
The Fruits Of Advertising and Keeping
EVeTlaStingly at II.

The Good Results Afforded by Judi
cious Announcement Gain IL
Business Throughout a Depressing
Season-The Enterprising Business
Men of the oitv Who Are Benefited
by Legitimate Advertising-Faots
Worth Noticing.
By reference to the general reviews OF
the different departments of trade in this
issue it will be seen that, although the
early part Of the previous year was some
what unsatisfactory. the merchants as a
whole have ended|a season with a fair
average business. The amount of goods
handled has been considerably in excess of
that of the year before. The amount of
money transactions has been increased
somewhat, though prices have been very
low and profits have been limited TO suit
the depressing situation Of the times.
The wholesale departments have ex-
tended their trade in a most cautious
manner, and the results of Judi
cious management in their affairs
is shown by the fact that
there has been but few failures in
the country. The interior merchants
find themselves in a better finantial posi-
than they have been for years. The job
bers have been more anxious during the
past three months to supply goods to the
trade, believing that the present condi-
tioh of affairs throughout the country
were never so encouraging as now.
The retail merchants end the year with
q very satisfactory business being done.
There has been a lively competition for
business, and prices in all departments
have ruled low. Care has been taken in
extending credits, and although profits
were small, the average merchant did a
safe and secure business.
1t is a noticeable fact that the most en-
terprising and successful merchants of
this day are those who do legitimate ad-
vertising, and keep everlastingly at it,
Success depends upon advertising prop
erly. There is no straight and broad road
leading to success in advertising. Care,
judgment and thought should be exer-
cised at all times in Advertising. Time
has changed methods. 1t takes an ex-
pert to judge which is the better road to
success in advertising. Advertising has
grown to be a profession; it is a recog-
nized fact that inexperience, trusting to
luck, will meet with disaster, and that
thorough knowledge of all mediums, and
a we'll defined mode Of attack on the pub
lie attention will bring success In the
old times advertising was at best lot
terry.
The old time solicitor was q man with
enthusiasm only; it mattered not to him
what the absolute facts were in the case.
he doomed circulation, misrepresented it
in every way, brought out all sorts of
schemes which attracted the attention Of
the merchant, who, half the time, took a
space just to get rid of the persistent
canvasser. Experience has taught the
business man that schemes and dog
gers of this kind are a worthless waste
of money. The press, backed by its cap
ttal and position, has proven that it comes
the nearest to fulfilling its promises, and
charts, maps, dodgers, and the thousand
and one specialties have been dropped
from the list of successful advertisers.
The columns of the MORNING News are
filled with many advertisements
of Savannah's business houses,
who know and appreciate the value of
daily medium which reaches many valu-
able readers, and whose trade has been
benefited by iudiciously announcing to
the patrons of the paper that they have
prime inducements to offer to their Gus
toners.
The advertising department of the
MORNING News is a delineator of the
character of its patrons An honest,
truthful and bright announcement strikes
the reader forcibly, and brings the mer-
chant 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 cigar store
1t is Noticeable fact that the progress
siye age of advertising is accepted by the
enterprising merchants Of Savannah. and
their announcements ia 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.