Delaware gazette and state journal. (Wilmington, Del.) 1883-1902, 1895-11-07

iho aS ulhuHt abdinst advertising,
that IL docsn not always pay, is often used
by the business man who has tried II al
some time in his life and made a
failure Of il. Ten chances to ono the
methods which he pursued we're tho
direct cause of his failure to make IL
a success.
Almost any one can advertise, but to
to advertise successfully requires bust
ness tact and ability. The business
man who buys space in newspaper
and has the idea that all that is neces-
sary is to fill it up with something
about his business, it little matters
what, is not wise advertiser, and is
one of the class that always makes a
failure of it, lie may be keeping his
namo before the public, but il there
is nothing in his advertisement to at
tract, more than half of its real value
is lost, 1t is Just as easy to lose money
by poor advertising as it is to lose
money through any other laundering
movement and it is Just as easy to
make money by intelligent advertising
as it is ii make money out Of the
proper conduct of any other part of the
business.
To advertise what one has not got, or
what one does nol do, is worse than
not advertising at all, and there have
been failures wherever this has been
done. Advertisements should above
all things be true in letter and in
spirit, and If they are not it takes the
public very little while to find il out.
Another advertiser who finds it i'm
possible TO make success of it, is the
one who tries it once, twice or even
three times as an experiment. "
Prosperous advertising means continu-
GUS advertising. The merchant who
| appears but once in great while is
looked upon with suspicion, while con-
tinuous advertising is regarded as an
endorsement of honesty and perma-
nency. There are very few successful
advertisers who do not advertise con
tinuously.
These are some few points for the
consideration of tho business man, no
matter what his business may be, who
has made failure of advertising. His
inability to realize from his invest
ments has been the result of the wrong
way of going about it, nothing more,
nothing less. Advertising is no longer
an experiment II is business neces-
sity, and the more it is studied and fol-
lowed judiciously the larger will be the
results obtained from it.
Sunday is not the proper day in the
week for holding meetings which are
not religious. 1t lie quite contrary to
the sentiment of the people of Will
mington to hold a political meeting on
the day which is set aside for the rub
lie worship of God. But it will not do
for,t the Police Commission to SGT up
its judgment as to what may or may
not be said at Sunday meeting,
The SingleTaxers consider that their
doctrines are at bottom ethical and re-
ligious. In that respect they are SINH
lar to tho advocates of prohibition of
the sale of Intoxicating drinks. Some
of the preachers who are understood
to be back of the movement to arrest
the SingleTax Sunday orators, might
not hesitate to speak on the tenn
perance question themselves on Sun
day evening, and to handle fearlessly
the political aspect Of saloon influence
What would they think il the Police
Commission should undertake to say
that the preacher who discussed the
politics of the liquor question on Sun
day would be arrested in his pulpit?
1t is always wise to put yourself in tho
other fellows place, and to do to him
as you would like to be done by il you
were there yourself. Let us take the
Single-Taxers on their own ground
that their doctrines are queer and
fantastic kind of religion with a side
that may properly be discussed on
Sunday Certainly it is great stretch
OF the Imagination 10 classify their
Delaware crusade as politics. A
chemical analysis would disclose that
1t is nothing but the usual mixture of
nitrogen and oxygen put in motion-all
wind.
Governor Watson is an able and con-
acipntIous rb inF avon,ttiyn ,e +bi, GET