Cottonwood report. [volume] (Cottonwood, Idaho) 1893-1901, 1899-05-19

A. T. Stewart was the first. great
American advertiser. !. He built up
| his immense fortune by advertis-
ing. When he began ia advertise,
it was an expeFimept-the manner
in which he advertised was an ex-
pertinent. The fruits of his adyer-
tising made as great sensation in
the mercantile WoEld as did the in
vention of the steam engine in the
scientific world. A, T. Stewart be-
gan business in very small way
in lower New York. In those days
credit was an unknown quantity,
and men could not make fortunes
by failing as they do nav, In a
pressing time a note fell due. 1t
was case of meeting the obligation
or losing his all. Mr. Stewart went
through his store, and marked ev-
cry article or piece of goads in stock
below actual cost. He had printed
thousands of handbills and he food
ed New York with them He took
space in all the papers. His meth.
cd set New York on fire. People
came to his store at first incredu-
lousy. They found things as add
vertised. They bought of him, and
took their goods home, and told
their neigbors of the bargains to be
found there. Fine equipages drove
to his little store. Its capacity was
taxed. He turned people away.
But he met his note, and had mon
ey enough to 60 into the open mar
ket and purchase to his advantage.
He continued that method of get
ting business until he was the rich
est merchant in the world, At his
death he was succeeded by Hilton,
Hughes & Co. They failed, al
though they had Stewards reputa-
ton behind them. Aud why? They
They still advertised Under the
head of s'Failure and Success" the
Sing Sing(N. W Register draws
convincing conclusions of the value
of advertising, with Stewart and
Hilton as the principals of its story
Hilton believed that Stewart was
expanding too much money for ad-
vertising. He figured that if he
curtailed his advertising bills $685.
900 year he would be $4,000
richer, He was so fascinated with
the idea that he reduced his adver-
Using bills to a mere nothing. To-
day Hilton owes $2,529, 9O7, and
claims that all his earthly posses
siona are not worth 1900. John
Wanamaker succeeded Hilton,
Hughes & Go. Every body predict
ed that it would be the undoing of
the great Philadelphia merchant;
that the profits of the Philadelphia
store would be eaten up by the lack
of profits of the New York store, and
he would finally go under. They
claimed that it was impossible to
make a success, as the store was de-
funet; that it was too far down
town, and that the rent OF the
ground, $4,000 a year, was too
great, and so on, Mr.. Wanamaker
installed a 100000 year advertis-
ing man in the New York store, and
contracted for whole pages by the
year in all the New York papers.
To-day his business is even greater
than that of the late Mr.. Stewart. |
In conclusion the Register says;
sand to-day, take a look at the |
stores CT the men who advertise con
tinually, and compare them and
their goods with those stores that
do no advertising or very little adj.
vertising. 1t is a very good rule
for intending purchasers-first, to
buy all the goods they need in their
own village; and second, to buy on
ly of the merchants who advertise
!iberally. By the first they will
be helping every interest in the vii.
lage, and by the second they will
be bene6ting themselves personally,
by getting the best and freshest
goods at the lowest prices. The
store that does not advertise is, as
a general thing, dark and gloomy,
the goods musty, the proprietor dit.
to, and the goods are often so long
on their shelves that germs of dis
ease have had time to develop. In
the interest NJ both haaltb and