Year: 1867



 An exchange has the following sen- sible article on this subject. We com- mend it to the attention of all business men:

 Few business men advertise system atically, liberally and persistently.. Those who pay most attention to it., either advertise ftfully, or with de- gree of neglect which they would rey gard culpable in any other department of their business. What would mer- chant be thought of, who only opened his store now and then to invite and serve customers2 Yet an advertise ment in fourishing paper is more conspicuous than ones store, is more observed and more spoken of, and to withdraw it is like putting up the shut ters or taking down the sign. The most contemplating merchants and traders ill the interior think themselves liberal if they spend few hundred dollars year in advertising. They would deem the farmer blind to his own interests who would be stingy in planting, and should fail to put in seed in proper quantity, because it cost something. Advertising is the seed planting of the business men, and stinginess here must make the harvest meagre.

 What shall be the sum appropriated to advertising? It will vary with the character and extent of business. But the smallest trade can be made more profitable, and the largest can be ex- tended, by liberal advertising. The rule is sometimes given that as much should be paid for advertising as for rent. This may be too much in some cases, too little in others. But every business ought to be kept constantly and prominently before the readers of the established papers of the district from which the trade is sought. The readers of newspapers are the most en- terprising and the most intelligent of the population, and usually have the most money to spend. Reach them, and keep their attention, and you cre- ate current which others will follow.

 The New York Tribune states that it is true, as reported, that Boston drug gist, who has speciality before the public is paying that establishment Sl0,o00 year for advertising he paid Sl.500 for the insertion of one man. moth advertisement. The Tribune adds: "Bonner orce paid us S3,000 for one Insertion of an advertisement of the Ledger. He knew that by judieious advertising he could insure a fortune" This seems large. But in England such sums arc hardly exceptional. There advertising is a regular part of busi- ness. It is reckoned as necessary as rent, and often ten times as much is spent for it. Advertising must be done so as to reach the people whose custom is sought. A separate sheet, a handbill or circular is direct attack and the person who receives it either throws it aside without reading, or he puts him. self on the defensive against it. A noe tice in the favorite paper is flank movement, it catches the eye unawares it attracts the attention of an idle or listless moment; it becomes part of the current news. Then it is like the con- stant dropping. It may not be read to- day. Tomorrow it will be glanced at. The next week it will be looked over. Finally it will be read, when the pur- chase is to be made when trade is to be transferred from the former dealer; when new article is needed, the mo- tice will be hunted up, and the induce ments offered subjected to test. One such case will often pay. for years advertising.

 Sometimes men get along without advertising. Instances are given of pilgrims reaching Mecca on their knees. It is easier pleasanter. swifter to travel by cars. Liberal and discreet advertising puts business on wheels, and renders it active, beneficial to the public, and remunerative to the dealer.