Yorkville enquirer. [volume] (Yorkville, S.C.) 1855-2006, 1922-10-20
Greatest Thing in Business.

crypha, those old sacred WRITINGS
which have been held by Biblical ex-
perts as too good to be left out of the
accepted scriptures and not quite au-
thentic enough to go in, will remem-
Der that wonderful controversy re-
corded in TIE book of Esdras over the
question as to what is the strongest
thing in the world?"
The question seems to have arisen
out Of the conflicting opinions of three
young men of the bodyguard of King
Darius. One had become the champ
ion of wine, the second of the king
and the third of women and truth.
And because there was such diversity
of opinion throughout the land, the
king sought to settle the dispute
through mighty debate during which
he sat on his throne in the great hall
of judgment, with the princes, officers
of the army and governors of the peo-
pie as the jury.
The young man who stood for wine
set forth ,the quality of this powerful
thing in getting the ascendency over
mems hearts and minds and making
them do that which they normally
would never have thought of doing
even to the commission Of murder and
the destruction of their own bodies
and the like. The young man who
stood for the king argued that man
being the highest form of strength in
creation, and the king having the
power Of life and death over man, was
therefore the strongest thing on earth.
Then came Zorobabel who had written:
Women are strongest; but above all
things Truth beareth away the VIC
tory" His argument was that while
everything was possible to man, there
was nothing that man would not give
up to the woman, or submit to at the
whim of the woman, telling even how
he had seen Apme, the kings concu-
bine, sit at his right hand, take his
crown off his head and put it on her
own head, and slap the king in the
face.
And Zorobabel won. After paying an
eloquent tribute to the indestructi-
bility of truth, he burst out passion
ately: "Wine is wicked the king is
wicked, wcmen are wicked, all the
children of men are wicked, and such
are all their wicked works; and there
is no truth in them; in their unright-
eousness they shall also perish. AS for
the truth, it endureth and is always
strong, it liveth and conquereth for
evermore."
Then all the people shouted with
enthusiasm: Great is truth and
mighty above all things"
Replying to the question what is
the strongest thing in business Truth
is to be. accepted as matter Of course;
but after that some would say, Capital,
some knowledge and experience, some
opportunity, some one thing and
another; but we say that indispensa-
BILE adjunct of truth, ADVERTISING
Advertising is the foundation of
business to begin with and the life of
business for continuation. There is
no business without advertising and
without advertising there can be no
business. To be sure there are those
who do business without advertising,
just as there are people who eat bread
without planting corn, and by the
same token those who do business
without advertising, do it at the
expense of those, who do advertise,
just as those who eat bread without
planting do it at the expense of those
who do plant. And since there can
be no business without advertising, it
follows that the more advertising the
more business, and the people who
shirk their share of the advertising are
not only less useful to themselves but
a burdensome dead weight on the
backs of those who do advertise.
The liberal advertiser is not only
q satisfaction to himself but q bene-
factor to his fellows. He is like the
light house that tells of = dangerous
coast or the desert sign post tells of
water. All men are subject to innu-
mcrab!e wants, not to say needs. 1t is
the qualification of these wants and
needs that furnishes incentive to eXer-
tion to enjoyment TO life. Here is the
basis of trade, of commerce, of pro-
fitablc intercourse between people who
would be useful one to another, and
here the obvious necessity of each
and every one making known what he
wants or whats he has. To suppress
such an urge is worse than dry rot.
1t is not possible. except to the intel
lectually or spiritually dead. Outlet
there must be-if not through printers
ink the first appeal to the livest and
most intelligent, then, through plac-
cards on the wall, or word of mouth.
Good or bad, the quality of business
is what it is by reason of the quality
Of the advertising it gets. The best
lawyer is the best advertised lawyer.
1t is the same with the best doctor
and best merchant or the best any
thing else. OF course it is common to
hear men in their concelt say that