The morning news. [volume] (Savannah, Ga.) 1887-1900, 1895-09-11
MERCHANTS OF s SAVANNAH.
GOOD AND JUDICIoUs ADVERTISING
PAYS N THE LONG RUN.

Such l. the Universal Verdict of the
Business Men OF This City-Success-
fuI Ones Pay a. Much Attention to
Itas They DO 40 Their Purchases OF
GOods-The Past Years BusIness-A
Hard season with aEany Causes for
Losses and Poor BusinesS-The
Hard Times In Florida Felt Here.
The review Of the business OF this city
for TIE past year. printed elsewhere In
this edition, makes an interesting study
for the man ef business and others. 1t
is a compendium Of the years trade. and
the results are fairly satisfactory. though
the losses by the freeze. etc, rendered
many lines Of business less profitable than
is shown by the usual yearly report.
The business Of the past year was but
little short of that Of the previous one.
though prices were such. In many lines,
that the profits were less The greatest
decrease was in the cotton business. While
there was not great difference in-the
number Of bales handled owing TO the
low prices that prevailed the amount
represented in the cotton trade was about
S9000.090 short of that received last year.
In naval stores the receipts were greater,
and as prices ruled higher. more money
was represented. In the lumber business
the volume Of business was greater than
the past year In the dry goods hardware,
grocery and other lines. business was
about the same as the previous year. yer
the many losses sustained on account OF
the freeze rendered these branches unsat-
isfac;ory as a whole. In the trade with
Florida many losses occurred on account
of the freeze, as the trade of that state
with this city is very large. Many goods
We're sold there and as the freeze rem
dered payment out Of the question for a
number of merchants and orange growers
there. the loss to the wholesale trade here
was considerable
In the retail branches there was a good
demand throughout the year. and in most
cases the profits We're fair. There was no
failures Of consequence. The retail trade
as a general thing. at the opening Of the
new year, is in good shape with good
prospect for the future.
The business Of to-day is done far diff
ferent from what 1t was even three or
five years ago This is an age of advanc-
ed thought progress and push" in all
branches of business and in none is it
shown more fully than in the advertising
lines of to-day In older days. dodgers
Of various kinds were the principal meth
DDS adopted TO inform the public what a
business house had to offer To-day dodg-
ers are as much a relic of the past as are
the merchants who do not advertise in
the newspapers Advertising Is a science:
1t is not happy go-luclSy venture, which
will pay whether judiciously directed or
not. Methods, plans and agencies for the
careful distribution OF advertising are
now studied out--not jumped at And to
all the successful advertisers, the daily
press is the Indispensable adjunct and
agent The responsible publication goes
TO thousands Of readers and 1t appeals to
them, in season and out of season, in a
manner that cannot be withstood The
careful and thoughtful advertiser studies
the press. He knows THAI reliable daily
journal carries great weight with it and
his aim is to impress on the public that he
is part of that publication. That is. that
it is his business to direct attention to his
wares and goods. in a newsy, direct and
conscientious way. 1t cannot be done in a
hap-hazard style. The up-to-date adver-
tiser takes as much thought about his ad-
vertising, the methods and manner of
writing his announcements. as he does the
purchasing of his goods. And he is right.
The day of the enthusiastic. bombastic
advertising man is gone. The merchants
of to-day, that is the successful ones, are
educated as to the mediums for the best
returns for their money and such journals
are patronized as best serve their bust
ness in this way. The successful business
is that which has a vigorous. live and en-
ergetic advertising policy The history
OF Savannah well shows that.
The Morning News points with pride to
the well known business houses whose. an
nouncements are carried in its columns
There is a dash and liveliness about the
successful advertiser that attracts the
notice of the reader.
The columns Of this issue show well the
enterprising character of the business
houses of this city. The announcements
are well written. are bristling with point
ed, pungent truths about the business of
the respective houses, all couched in a tone
that renders them interesting reading and
involuntarily compels the attention of and
the perusal by the readers. These columns
show well the trade OF Savannah and its
enterprising business houses. They cover
a vast field as regards the different lines
of business represented. and show the ex-
tent and variety of Savannah's CONNER
cial enterprises. These houses believe in
advertising. that of the judicious kind
and that their faith is well founded their
success in the several branches well
proves.
LINDSAY & MORGAN.
Twenty years and over in one line OF
business ought to give a firm a pretty
thorough and comprehensive idea of the
wants Of the people in their specialties.
I 4. a..