The daily morning Astorian. [volume] (Astoria, Oregon) 1883-1899, 1897-09-05
BUSINESS coMING-How TO GET IT,

BUSINESS coMING-How TO GET IT.
There is now a steady Quiekening in
the channels of commerce, industry and
trade. 1t is not a speculative boom, but 1t
is the result OF revived confidence and the
certain difusion OF capital into Industrial
and business enterprises. 1t is all the
safer because It is not tempestuous, and
every days gain in improved business will
be enduring.
With steadily growing business the
study Of business men is: How to get IT.;
and those who best understand how to
reach the people in the way most accept
able to them will profit most by the gem
eral revival Those who lag in the old
fashioned method, or wait until the busi-
ness boom knocks at their doors, will ind
themselves outstripped in the race.
There viii probably be a slight lun in
business in Astoria from now until the
completion Of the railroad, about January
/. but with the few who understand how to
maintain business without dull seasons,
there is a steady balance on the right side
of the ledger The volume Of business
may not be so large as during the fishing
season. but in a city of lO,Ooo inhabitants,
many of whom have comfortable surpluses
laid away for the dark and rainy days
now approaching, there is a good field for
those who understand the art Of how to
bring business TO their own counters.
The experience of the ripest and most
successful business men has demonstrated
that the only way TO seek legitimate
business with certainty OF success is
through the advertising coumns of a
widely-read newspaper. No business man
or firm with a well-organized system OF
management and with articles which are
needed TO offer to the public has ever yet
failed TO acquire prosperity by judlcious
and persistent advertising. The advertise
ments of good newspapers are no longer
conventional They are fresh, sparkling,
entertaining and instructive as the news
columns themselves, and in a town like
Astoria, where so many strangers are
constantly arriving, they form the only
guide or index to those who have purchas-
es to make.
The business men or Astoria literally
waste thousands Of dollars annually in
methods Of advertising which do not re-
turn one penny on the investment. Busi-
ness circulars have become a nuisance to
every householder, and nineteen-twenti-
eths Of them go into the waste basket or
are blown into the river without even be-
ing seen or read by a single person.
The newspaper is now studied by the
great mass Of intending purchasers as
carefully as the farmer or other business
man studies the news columns. and the
circular or handbill. however attractiveiy
1t may be worded does not bring a 1.-THE
OF the results which would be gained by
the proper use Of the advertising columns
of a wisely-selected newspaper
The Astorian is now recognized as one Of
the best and most progressive newspapers
in the state of Oregon. It is more widely
read by intelligent and thrifty classes. and
enters the homes Of more people in Astoria
and this immediate vicinity than all the
other newspapers combined published in
the city. 1t is more completely equipped
in every department than any other news
paper in the state, outside OF Portland,
and to all who have legitimate business to
offer 10 the public It is certainly the very
best medium which could be employed to
reach the people OF Astoria on any propo-
sition thar it Is desired 20 present to them.
Sharing the general revival of prosperity
1t is now steadily and rapidly advancing
in circulation, and with its thousands Of
daily readers. and its exceptional facilities
for printing attractive advertisements it is
by long odds the most desirable channel
offered business men today to extend their
trade.
Business is growing, and It is likely to
continue to grow with increased momen-
tum for a long season The question for
business men to study is how to reach the
largest profits from the revival Of industry
and trade. Those who would have no duiI
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