Oxford eagle. (Oxford, Lafayette Co., Miss.) 1876-current, 1897-10-21
WHY Is TT

them not half the size of this.
will show even 10 the unInitiaied
that the merchants and business
men here spend less money in
advertising than = spent by the
merchants m any town from
which wrreceiye a paper. " hy
j. III II would he a waste of
space and time To argue that
new spaper advertising pays in
every department ot business.
IA every trade aud profession.
Til" most purhlind admit that IT
does. tine success al the gigantic
enterprises all over the country
a'test the tact.
What corporation needs less
advertising apparently than the
Illinois Central Railroad. Yet II
speuds thousands every year.
and no paper Is tco insignificant
or limited in circulation 10 he
overlooked by it. Even that
greatest of all monOpolies. the
Standard OIL Company. which
has literally NO competition
worth its notice recognizes the
fact that one OF the greatest fac
tors in its success and stability
Is its persistent and judicious
advertising. the keeping OF Itself
continually before the people.
No great business ia this coHn-
try has ever been built up 10y
SINGLE individual effort or by q
company bat in which printers
ink was not a. much perma-
uent factor - industry and
sound Judgment. Advertising
h..s come To be regarded - post
ve assets in successful bust
Iess. has come To hc regarded
a., /, necessary element IN bust
ness.
No man ar business can IN
lnese latter daNS become so we'll
- ltVorably known to the pub
If,. - io regard advertising ~
unnecessary: To- think that he
lta- become 50 Well eutrenehcd
IN the support OF the purchas-
ing class that they will seek
him out and force their patron
are upon Aim. lie must keep
himself constantly before them.
call their attention To what he
has 10 sell and keep just what
he advertises. There l. no. dan
ger of OVERRIDING it. but most of
the merchants who tail To rea-
lie any appreciate returns
from advertising stop short of
the point of success. When they
have spent hfiy or hundred
dollars in advertising they get
frightened and order out their
all. That much has been thrown
away. when If they had spent
twice that amount their returns
would have been an hundred
per cent. The EAGLE could
name several instances IN ADA
c,at towns where nothing more
than printers ink bias built up
Ia. re businesses. These mer-
CHS had nothing more or
better than their competitors
possibly bought goods OF the
same Iobber at same price.
They had no better business acu-
men or any more money. The
difference was only the recOg-
milton by one merchant that al
vertising was an essential to
success. was business asset.
We confidently assert that no
town in North Mississippi has
enjoyed a greater quickening
during the past year than Ok
ford. yet the only evidence To
the outside world has been
merely the record of the fact
by the newspapers as a matter
OF news, beyond this gratuitous
notice they have failed to re-
feet any of the prosperity, and
the newspapers Of a town are
its surest business index. Why
is III We have as good bust
ness men in Oxford as are 10 be
found elsewhere, who offer as
great inducements for trade as
any, whose counters and shelves
are loaded with bargains. yet
We understand that trade right
fully belonging TO US is going to
other towns whose merchants
advertise for it. This trade
could do better here al home
but they don't know it, and how
can they know il unless our
merchants tell them, and they
can tell them in no way half SO
effectually as through the news
papers.