The Seattle post-intelligencer. [volume] (Seattle, Wash. Terr. [Wash.]) 1888-1914, 1897-01-04
SEATTLE. MONDAY. JAN. 4.
sEArrLs MERCHANTS ADVERTISE.

The effect that Lively and consistent ad-
vertisIng In local newspapers has In estab-
fishing a character for any place is very
clearly set forth ny the Portland Oregon
Ian In the following editorial:
Portland is not nor ever was, an adj
ysrtising town. Its business Is and al
ways has been advertised less than that
OF any other city. II Is this fact that has
always made II impossible 20 publish more
than one Newspaper a. Portland IL has
starved TO death every paper except the
OTezonian. which lives upon the great cir
eBiati0n q has attained through the work
OF many years. n Is "A fact that Portland
sdveTtises less. and always has advertised
less. than any city Of II size and class. IL
fails further behind Los Angeles in this
respect further behind Seattle, and II
falls far behind Helena, Salt Lake City
and even Spokane. There are a few good
advertisers At Portland. but only a few
These do credit 90 the town. build up their
own business. and make profits through
their snterprising sagacity. Bur the habit
% advertising. the comprehension Of its
value. It's necessity TO business. and skill
n the use OF it. Portland "a A whole.
never possessed. II must gain this knowi-
edge. acquire this practice. use this in
dispenable agent OF business. or it will
not keep the place and rank in the busi-
ness of the country which fortune. not
effect. has given H. The poor showing
that Portland makes in the volume and
variety of her advertisements and from
year to year. Is the one great fact. which.
more than any other. creates an impress
sion abroad unfavorabie TO the business
and Importance of the city. IL tells, too.
upon the business OF the city. by its re-
fex ection. The business men of Portland
must learn the use OF advertising, as adj
vertising is used elsewhere. or IL will see
still sorrier days than IL has yet seen. II
II the advertising columns Of the news
paper. more than any other agency. that
bear the message OF the city 10 the world
that tell what the city is. what is the
nature and extent OF it's business the
spirit. character, enterprise. expectations
purposes and achievements OF it's people
IL Portland forevermore to make 30 poor
showing in this regard7 Then II never
VIII he a large city"
The truth of these remarks viii be evil
dent 10 others than those In Portland.
The Post-fnteIlIgencer recently gave
proofs by figures and actual measurement
that this paper leads even the San Fran
cisco papers. IL is true that prices are
higher in that city. but that is offset by
the large number of daily papers In San
francisco. the necessity OF advertising In
most OF them making Il a great tax upon
the merchants. who desire 90 reach all
readers. and by the larger number il is
desirable TO reach. In proportion to the
greater volume Of business done In that
city and the greater number OF men in
business, the difference between Seattle
and San Francisco. in favor OF the mer-
chants OF this place Is the greater.
The Colfax Gazette refers to the edl.
torial article in the Oregonian and makes
some pertinent comments. in which the
same compliment is paid TO Seattle ner-
chants. 1t says:
1T IS not with an idea OF complaining
that the Gazette quotes above II was
simply % point out that the unproeregstve
fswns. places 81 small growth ar,Isat
large opportunities. are always those TAX
ing the view OF the advertising situation
that the oregouian gives Portland the dis
credit fer. The three large towns az
Washington are striking instances 81 the
truth OF this claim. Seattle and Tacoma
are both located on Puget sound. In point
or location. natural resources. the former
rad little 20 recommend g. Il has grown
90 be large city. the best business non,
N ne Northwest. solely through the adj
veritSing enterprise OF Us citizens Ta
coma. better located. with SPLENDID sur.
rounding resources. the terminus Of q
great transcontlnontal line. which fsvorey
u IN every possible way. has had its main
advertiser IN this same lire ard allied nor,
roT8ttoss. Enterprises were foxterna sofe-
" by the railroad company o. the land
company The local press the neonla
seemed 20 think. vas sufficiently xns-
famed ~ the corporations. In one cas-,
the Business men, the peoafe sia every.
ming: IN the other ease. they ala roth
ing snoksne IN tire midst OF ruin Is rival
ING T'acnTs IN size and business lrnonr-
lance, The people have advertised t,efr
business. IN the LEGAL press and with small
sdVsHtsEe In point of location and natnvai
resources over contiguous towns havn
eempeiis6 growth and prosperity
Il Is very gratifying 70 aud the nenr,s
~ other places Observing the enteynrise -
Seattle business men. ana e vii spur TIE
F's'-infe'lissnesr - sreatsr Efforts n
become unexcel!ca as an asvsv,tstnr
fnoi'aHa, fS Increase N circulation has
been fhe direct result ~ snarts % r,,ka
u xoof newspaper. and a "a one % ira
~est stsaiaesut Indications ~ rstar.,,z
prosperity - ths state that the esreula.
Tea sns Ire advertising patronage hsva
Beer lsFser during TIE sas, year tran ever
ssssTe
-~---~-----------~~