The Union times. [volume] (Union, S.C.) 1894-1918, 1899-10-13
TIE WAY TO ADVERTISE:'

page. 1t Is big advertisement OF
big concern. The Union Shoe Com
pany have decided that it pays to ad-
vcrtise, and having decided question
they back their judgment in manner
that can result only in success. They
no doubt make the cid familiar coup
let,
IAN trat you do. do with your might.
Things done by lalvcs are ncN er dcne right
the motto Of their business life, and
it is sound doctrine, that will do to
tie to.
We called attention n few weeks
ago to the fact that although these
two young men, Messrs. Oliphant and
Halle were young men and the Union
Shoe Company was a.younS firm,
they had, by their indomitahle push,
and close application to business, al
ready built up fine trade; and their
courteous manner and polite atten-
ton to customers has gained
for them many lasting friends
and customers. Their business
is growing daily and they ex-
press themselves as we'll pleased
with the success that has attended
their efforts. We are glad t. knoW
this, it is an evidence that business
conducted in a business manner is
the 'open sesame" to prosperity and
success, and when they DECIDED TO
advertise with whole page it is only
another evidence that they are strict
Iiy an pp-to-date firm and know the
vu,'-e~vr priuter'--i--le and thoroughly
understand low to spread 1t, .ssw-
illustration of the factt that they have
hit the nail square on the hea;' and
put in an ad. that will count, and
that will be read by every man and
woman who gets hold Of copy OF the
paper, and that it is this kind Of ad-
vertising that does the business, we
quote a portion of an article from the
Press and Printer regarding the ad-
vertising methods of the famous John
Wanamaker: it does not pay to be
close-fisted about your advertising.
1t does not cost as much to advertise
in The Times as in the Philadelphia
Record, however.
"John Wanamaker's recent con
tract to pay the Philadelphia Record
$780, 900 for page advertisement
every day in the year is of itsclf the
best sort of advertising. This great
contract is the subject of universal
comment and remark, but it is only
small part of the newspaper adver-
tising done by this house. In New
York the advertising bills OF Wanna
lie is therefore taking up the bust
ness of the first American merchant
prince, A. Il. Stewart, where the lat
ter left off. One Of the chief causes
Of Mr.. Stewards success was his lib
eral advertising and he was the pio
neer in this branch of merchandisine
IN this country. When Judge Hilton
took control of the Stewart store he
stopped advertising in the newspa-
pers, believing that the name of the
house was so well and favorably
known that it was unnecessary to
call daily attention to it. A few
years of this sort Of business manage
ment was enough to destroy the prop
erty and it was eventually sold under
the hammer to John Wanamaker.
MIR. Wanamaker had not taken DO
ssession of the new business before
he began advertising it freely in the
New York papers. And he has kept
advertising daily ever since. The re-
suit is that despite the discouraging
prophecies of many Of Mr.. Wanamak-
er's friends his store in New York is
doing a larger business than his store
in Philadelphia and much larger
business than it ever did under the
management of Stewart. The street
car conductors have orders to stop
thelr cars and announce Wanalnak-
ers. This single establishment has
restored retail business to the local
tlty where it formerly fourished.
Mr.. Wan1naker is the best Judge
Of the causes Of his phenomenal sue
cess and he attributes it 10 constan
attention to details and to advertis-
ing. IN this age Of publicity, TO 81
tempt to build up commercial success
without regular advertising il to Le
handicapped by deliberate neglect Of
the most important single fec:o; in
cTcatiug trade. 1t is such contract.
rs Nanamal1er has made with the
Philadelphia Record thar cnab'a b,in
30 continue to do colossa, brsi.
ness"
1he first goods that John Tara-
maker ever sold brought him S35.
He delivered his goods in 4 wheel62r-
row. lie collected the $30 anG want