Aberdeen herald. [volume] (Aberdeen, Chehalis County, W.T.) 1886-1917, 1899-03-30

A. 7. Stewart was the first great
American advertiser. He built up his
immense fortune by advertising. When
he began to advertise, it was an expert
ment-the manner in which he adver-
tised was an experiment. The fruits
of his advertising made as great n SEN
satiOn in the mercantile world as did
the invention Of the steam engine in the
scientific world. a. I. Stewart be-
gan bushes in very small way
in lower New York. In those
days credit was an unknown guam
tity, and men could not make fortunes
by failing as they do now. In pressing
time note fell due. 1t was a case of
meeting the obligation, or losing his
all. Mr.. Stewart went through his
store, and marked every article or piece
had printed thousands of handbills, and
he flooded 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 incredulously. They
found things as advertised. They
bought of him, and took the goods
home. and told their neighbors 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
money enough to go into the open mar
ket and purchase to his advantage. He
continued that method of getting bust
ness until he was the richest merchant
in the world. At his death he was sue
ceeded by Hilton. Hughes & Co. They
failed, although they had Stewards rep
utation behind them. And why? They
still advertised! Under the head Of
Failure and Success" the Sing Sing
On. " Register draws convincing con-
illusions of the value of advertising,
with Stewart and Hilton as the princi-
pals Of its story. Hilton believed that
Stewart was expanding too much mon
ey for advertising. He figured that If
he curtailed his advertising bills $4,000
year he would be $4,000 richer. He
was so fascinated with the idea that he
reduced his advertising bills to a mere
nothing. To-day Hilton owes 81, $780,
9O7, and claims that all his earthly pos.
sessions are not worth $500 John
Wanamaker succeeded Hilton, Hughes
& Co. Everybody predicted that 1t
would be the undoing Of the great Phil
adelphia merchant; that the profits Of
his Philadelphia store would be eaten
up by the lack Of profits Of the New
York store. and he would finally 20 I'M
der. They claimed that it was impossi-
BILE to make a success, as the store was
defunct; that it was too far down town,
and that the rent of the ground. $500
a year, was too great and so on. Mr.
Wanamaker installed a $1O,OOO-a-year
advertising 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 con-
clusiOn the Register says: "And to-
day, take a look at the stores of the
men who advertise continually, and
compare them and their goods with
those stores that do no advertising or
very little advertising. 1t Is Il very
good rule for intending purchasers
first, to buy all the goods they need in
their own village; and, second, to buy
only Of the merchants who advertise
literally. BY the first they will be help1
ing every interest in the village, and by
the second they will be benefiting them
selves personally, by getting the best
and freshest goods Mt the lowest prices.
The store that does not advertise is as
general thing dark and gloomy, the
goods musty, the proprietor ditto, and
the goods are often 50 long on their
shelves that germs of disease have had
Of both health and pocketbook, keep
away from those places"
Her "Astral Body" Gadded About.
| 4 charming Chicago lady was visited