Year: 1871




made by those who, believing thai
when business is dull, the necessity
for advertising is so much the great
er, have acted accordingly. Such 6
thing requires nerve, but so does ali
business to command success; and
those who display it most freely and
judiciously are sure to reap immense
rewards.


There is very absurd doctrine
prevalent that advertising is only
. good for certain kinds of business
and for certain articles. So far from
this being true, the very reverse is
the case. Those articles or occupa-
tions requiring most advertising arc
the very ones which languish without
; it; knowing that they mast be push
ed, because they cannot push them
selves, the proprietors use every ef-
fort to set them afloat-and do it. II
is with business as with a good cause
those engaged in it are too apt to
believe that because it IS good it will
push itself. Those on the contrary
who have a bad affair between their
fingers, know that it can do nothing
for itself, and that they must do ev-
erything for it.


There are several branches OF man
ufacture which are popularly sup
posed to be eminently profitable in
themselves, but the fact is that these
branches are only so many different
varieties of investment in advertis-
ing; for it is in printers ink that
most of the expense lies. Public
opinion and by-gone competition
have forced these lines of business
to be foremost in advertising. They
do advertise, enormously; as con-
sequence they are incredibly profta-
BILE. The manufacturer himself, who
does not reason, is often needless
enough to believe that it is the man
ufactured article which really pays
that there is so large a profit on the
raw material, that he can afford to
advertise. The false reasoner does
not see whence comes the great price,
and the great profit. 1t is solely the
result of advertising! So
We know Of many instances ofa
article being made and sold for years
at small profit, and never getting
out of small shops, or before the
public. An enterprising man gets.it,
and crying out that "it has been
known for years." advertisesy it bold
ly and fearlessly, at very high price
the higher the better. Six months
experiment is sufficient-after that
time all he has, to do is to devote
one-half his profits to advertising.
They will increase miraculously.
The. principle of devoting a large
per centage of business to adver-
Using. has made thousands of for
tunes, when all the enterprise, tact
and economy in the world would
haveabeen of no avail. ;fat ..i' ~


The better the wares that q man
sells, the better they will bear adver-
tisingja and the proof is seen in the
fact that dealers declare it Is needless
to advertise them-they will sell
themselves. But dealers forget that nat
there is such, a thing as advertising
ones business to advantage, and es.
tablishing reputation. for Jfrst-class
commodities. Too many are apt to
reflect sthis is first rate article, but
there is very little OF it-not so
much as the advertisement will come
to- No matter; advertise-it is all
the same. In detail, a man can ar
- que beautifully against Advertising
but on the whole it makes fortunes
One thing sells another, and many
permanent customers are secured by
knowing how to use them in their
first purchases. ..@:


Meanwhile most branches of busi-
ness arer taking new forms, and in a
few years there will be no question
about it--people mast advertise. The
advertising bookseller and the "driy-
e ing men" are rapidly changing the
whole, face of their business, and the
principle is rapidly extending to all
other callings,, Thousands of oul
manufactures remain hidden in such
impeneFable obscurity that it is like g
flash of wonder when some enter
prising agent discovers them and re-
'veals to an amazed public that in this
or that particular we have "quietlya
among US something which has sup
planted an English article. But it is
always done ''quietly," of course, or
sneak fashion, 1t is so dreadfully
respectable to do everything qui
city. Some are ashamed of theil
hI1ainaSa and moot oborich q o0nVio