The sun. [volume] (New York [N.Y.]) 1833-1916, 1894-09-11
An Opportunity for Distinction.

An Opportunity for Distinction.
In several papers we find the subject OF
advertising discussed Mt this time more par
ticularly, ON the ground that it has special
aud immediate Importance in view Of the
improvement In trade expected this autumn,
which already has been brought about to
q considerable extent because ri the ex-
traordinary reduction in the supply Of all
kinds Of merchandise in the hands Of dealers
in all parts of this country.
Whatever the general outlook for trade,
the subject would have great Importance.
As abundant experience proves, enterprise In
that direction receives its reward In both
bad times and good. Tn most successful
advertisers are those who keep their bust
ness constantly before the public, without
regard to the state OF trade. They will not
allow themselves and their business to he
forgotten. Even in a time when trade is
called s~tagnant, its volume is still great.
A falling of Of n small percentage of its ny
gregate relatively to its amount when 1t is
most prosperous, creates bad times, ms they
are called. Even during the last year, dis
tinguished for its depression, the transac-
tions in this market were still
The imperative daily wants Of seventy mil
lion people make n demand which
keeps business always active. The
unemployed were many actually, but
relatively to the number employed they
were few. Wages have been reduced in
many departments Of industry, but they are
still high here as compared with European
countries. The striking Jews Of the sweat
ing shops have got poor pay for their work,
but in all their synagogues they have offered
mp a special prayer Of thanksgiving because
their condition here Is 40 much better than
in Russia. Every Sabbath they have banked
Con that He had led them to the prom
Used land. The consumption Of the popu-
lation per head Is much greater here than In
any country of Europe. Both the mechanic
and the common laborer are accustomed to
daily luxuries unknown by such working
men there. The shops in the poor quarters
of the town, the 9rocers' and the butchers,
are supplied with a variety of food about as
great as that in the richest neighborhoods.
Nowhere else in the world does the adver-
tiser OF any and all sorts of merchandise
appeal to so vast a multitude Of possible
customers as here. The number of people
who have accumulated a competence or
who are in business or hold salaried places
which render them wholly or largely in
dependent of adverse trade conditions,
so far as the satisfaction of their
luxurious tastes Is concerned, grows
steadily. Saratoga, for instance, was never
more crowded than last month, and all
of the visitors must have been people of this
general sort. At other watering places
there were crowds as great pro~portionately
to the past. In this country the demand for
the wares Of the merchant is always far
greater relatively to the population than in
the richest European States. Hence here he
is surer of large profits If he succeeds in win
ming distinction for his enterprise.
Undoubtedly the first way of gaining that
distinction is to merit the confidence of the
purchasing public and to discern its needs
and tastes; but it cannot be- secured without
also calling the attention of the public to
the business SO conducted. The merchants
place of business must be known. He must
put up his sign, and in many departments of
trade he must make an attractive display of
his wares in his windows. He m estab-
lish himself in a situation eligible for buyers.
He must have enough attendants to wait
upon his customers; but, II he wants a large
trade, made up not merely of casual Gus
toners who chance to pass his place OF bust
ness, but OF those who are attracted to it as
n distinguished house. he must first Of all
advertise in the papers.
BY such advertising he raises his sign
where it will be seen by all the people, and
thus he makes his business known to mil
lions when otherwise it would be known TO
IA few only. The development of the modern
naXy SDn mar luriDu fbn last RfIp yanrs mora
especially has lone more for public en-
lightenment generally than any other
means OF difrusing knowledge. 1t has oc-
Cured simultaneously with the spread
of education, to which it owes its i'm
pulse. The readers Of newspapers now com
prise practically the whole population, for
illiteracy, proportionately trifling in this
country, is fast passing away altogether,
Hence the opportunity for advertising bust
ness furnished by a great newspaper is one
OF the most valuable features Of our adj
vanced civilization. IL enables the trader
Ia make his name and his wares familiar
to the whole public far and near. AS n
consequence, many mercantile houses
in New York distinguished for their
large and persistent advertising in such
newspapers are rs well known to people in
all parts Of the Union as the most conspicu-
Gus OF the public buildings OF the town.
They have made their names famous by that
means, and have won for themselves a dis
tinction as wide as that of men the most
prominent in public life, They are recog-
nized everywhere rs leaders in their trade.
That is a great opportunity, and it is
before every enterprising dealer. Because
of il many houses, whose names were un-
known a few years ago outside of a small
circle of customers who sought their little
shops, are now centres Of IA great trade, cele-
brated throughout the Union.
The Jews.
In the Jews. Judaism IS deeply ingrained.
As many as 10000 or 10000 Of the Jewish