The Globe. THURSDAY, MARCH 23, 1876.

Globe, Volume V, Issue 550, 23 March 1876, Page 2

The Globe. THURSDAY, MARCH 23, 1876.

New Zealand is now upon the high road to a position of eminence litth dreamt of when Sir Julius Yogel toot that bold line of politics which haraised this colony in the estimation of the English speaking race. He is unquestionably a disciple of Lord Nelson's, whose saying it was, “ That the “ boldest measures are the safest, and “ this is a sentence which should be “ written in letters of gold and placed “ in efcery Council Chamber in " Europe*" Wo muet raake ft com*

parison between the policy of a Government and the management of a business, and apply the axiom of England’s Hero of the Seas to trade requirements. Now the most essential matter in connection with the establishment of a new business is to let as many people as possible know that von either have goods-for sale or have orders to supply goods, or that you are ready to act in a professional capacity. No matter how skilful you may be, or how good the articles of merchandise you have to dispose of, or what length you can go to for the purchase of commodities. All this is of no service without people are make acquainted with the fact of your being re dy to execute their demands. What, then, is the proper course to adopt to give the fullest publicity of your intentions ? Is it not to advertise P Yes, to advertise, and to advertise to the fullest possible extent that your business will permit. Advertise until the name of your firm becomes a “ house- “ hold word” throughout the colony. Take the words of Lord Macaulay, don’t hide your light under a bushel, but publicly proclaim your business by advertisement. If for one second a doubt is felt as to the advisability of disseminating the knowledge, that there is such a business entered upon as yours, look through the host of the Horae monthly prices current attached to single firms, and the weekly trade journals, and professional publications, and behold a galaxy of advertisements as numerous as the stars in the milky way. Eefer to the American publications and you will find the same result, another immense firmament of densely studded with trade announcements. The system of constantly advertising is but one of demand and supply. People now-a-days do not go out to look for a shop or a store when they want to buy or sell, but they look to the daily and weekly papers and periodicals for the names and addresses of those who deal in the articles in question. ’ Probably the greatest advantage to the advertiser is that a customer once, becomes a customers always, and such a connection is rapidly formed as without advertising would take many wearysome years for growth. Instancing the names of successful advertisers would be too long a task, they are legion, and tve need not go out of the City of Christchurch to find a good list. It may be in the remembrance of our readers that when Mr Warren, the great blacking manufacturer died, that his sons discontinued the outlay of the £50,000 a year which be spent in advertising. The consequence was that Warren’s blacking became in a very few years a thing of the past. Provided business men have a desire to keep pace with their compeers they will have to let the public know that they are in existence. We say to them Advertise ! Advertise ! ! Advertise !!!

The Lyttelton Times of this day is not content with publishing a telegram that is nonseme, but it actually calls particular attention to the fact by inserting a very witty (?) local on the subject. It is as well sometimes to have a look at these things. The Times says —“General Trampos, who ordered the general amnesty, still endeavors to induce the insurgents to submit to authority.” “The Crown deputies of the Left Centre are reforming their party. ” In the local it says, “ Our readers will be glad of this on general philanthropic principles. We feel sure they would be better pleased if they could find out who General Trampos is, who are the insurgents, and what the authority he wants them to obey. Is General Trampas a gipsy chief, or is he a Spanish officer, or can he be a Pasha of many tails.” This bubble bursts when we read the telegrams aright.” “ Spain—General Campos who has ordered a general amnesty, is still endeavoring to induce the insurgents to submit to the authority of the Crown.” “ France—The Deputies of the Left Centre are reforming their party.”