Yorkville enquirer. [volume] (Yorkville, S.C.) 1855-2006, 1898-06-29

and principle. The relation of their
makers to the community is identi-
cal with the relations of other business
or professional workers, and the ele-
ments of success are the same in all
cases. So are the ends for which all
are striving. Then the newspaper
commands support just in proportion
to its deserts, and to command respect,
it's makers must necessarily be as in
dependent of irresponsible influences,
as must other workers who would at
tain the same object.
Now, what is meant "about every in
dividual giving his or her support" to
the newspaper, is that they should ad-
vertise in it. That is good advice but
it does not mean charity-nor even
patriotism but We'll explain. In the
first place, until the paper has gotten
the support of large clientage on
merit, there is no benefit to be derived
from advertising in it, either to the
individual or the community. Such
advertising, or alleged advertising, is a
sheer waste of money, accompanied
by misplaced hopes impossible OF
fruition. But when the paper be-
comes the main reliance of large
number of responsible citizens scat
tered over a wide area of territory,
the possibilities Of benefit to individu-
ais who have the business intelligence
to make use of it, and consequently
to the whole community in which they
live, are great.
For instance, when an individual
pays for advertising space, he is likely
to put his best thoughts and best in
ducements into it iu order to get the
best results. Within a given time he
is bound to be the means of bringing
at least a few people from a distance
who would not otherwise have come.
These may or may not trade with him.
All will not-some certainly willard
they will trade also with others. And
if other individuals use the same ef-
forts, the result will be the same.
They will benefit themselves directly,
and others indirectly. The larger the
number of business men who thus
exert themselves, then the greater
benefit to all. Thus, it is to be seen
there is benefit for the town but not
exactly matter of patriotism, neither
of charity-just stern business as in
exorable in it's operations as any other
law of commerce.
There is no theory in all this. 1t is
plain, blunt facts. Hundreds of intel
ligent business men have experienced
the truth of every statement. There
may be cited instances where business
men have presented their inducements
for week after week and been aston
ished at the distance from which they
drew custom. Then they would make
the mistake of believing that their
trade was established, and fall into
the blunder of relinquishing their ef-
forts, especially as to advertising. The
invariable results under conditions OF
this kind, of course, is a gradual
dwindling away of customers. People
are always looking for the opportunity
to do the best for themselves, and as
inducements and invitations are with
drawn in one quarter, they turn to
whatever offers best in another. =
Of course these are plain facts, fully
realized by most people ofintelligence,
and hardly worth the space they oc-
cupy as matter of new information.
But still there are some who are from
time to time being misled into the de-
lusion that all county newspapers are
public charities or charges on their COM
munities, and when so misled, wheth-
er or not they assist in contributing
material aid to these "charities," they
often feeled called upon to share the
duties and responsibilities of the pub
fishers. They are great at pointing
out opportunities to "promote the
welfare of the community" They are
always disinterested, of course, and
consequently very impatient of any
differences of opinion that may be en-
tertained by the editor. But they
will learn in time, maybe, and to assist
them in learning, probably makes the
use of so much space justifiable.
- Poor Ellerbe. He has made an