Birmingham state herald., 1897-01-02
YOUR LIGHT UNDER A BUsHEL.


 If Birmingham will begin the new year by letting the public know what she is doing and what she has to offer in the way of trade by systematic advertis ing it will prove a great leverage in stim- ulating business.
 The age has passed for a business man to hide his light under a bushel. The time has also passed for spreading your name and business on bill boards and ex- pect to catch the trade. This is the newspaper era, and the public generally expect to find in the newspaper busi- ness directory, so to speak, as well as the news features of the day.
 Advertising has passed the specula- lative age--it is purely a business prop osition as we'll as a convenience to the trading public.
 If q man is travelling the first thing he does when he reaches city is to buy newspaper and scan the railroad sched- ules; he will next glance over the adver- tisements to ascertain the class of busi- mess that is carried on and then will lesurey give himself up to reading the news items of the paper. r If he is a politician he will first glance hurredly over the headlines for political news and immediately turn to the edi- torial page for an expression from the editor. and will wind up by glancing over the advertisements to ascertain the most enterprising citizen, who. as rule, is the most influential.
 If a lawyer he will likewise scan the news columns and turn to the court notes, saving the heavy reading for a future hour but will invariably take notice of the general advertising feature to see wherein his clients interests may appear in the busy commercial world.
 If a doctor he pays but little atten- ton to politics, and will look carefully for happenings that may interest his pro- fession or accidents that may require the skill of himself or some brother phy- sician to stay the hand of death, and will follow the case in it's progress with equal interest, whether he is or is not directly connected. He is usually careful buyer-wants only the best and will read the advertisements with as much avidity as a housewife.
 The pedagogue will read any and ev- erything for criticism as we'll as for in- formation, but is generally the best post ed man on nearly every article from blue back speller to a suit of clothes, and can come near telling the wholesale cost.
 The office holder makes 1t a speciality to read the prices of the goods publish ed and will buy from these figures. He suspects that as his friends aided in his election they naturally expect that he will not kick on a good stiff profit, and unless he keeps posted he cannot divide his trade promiscously with his friends without getting financially hurt.
 The laborer reads everything in his paper. and if he is busy will lay it away as carefully as he does his pipe until he is at leisure. He compares the inducements offered for trade, and is as certain to visit those particular places when he wants to make a purchase as bee will seek buckwheat field. sf
 It is the housewife, however, that is the main customer of the retail dealer and there is not one in all Christendom who cannot tell her husband in fifteen minutes after reading the paper all the social happenings and what inducements the market is offering from a penknife to a silk dress. Bargain days are her fa-