Page 4 Advertisements Column 5

Globe, Volume V, Issue 590, 10 May 1876, Page 4

WORD TO ADVERTISERS. Advertising is an expedient for obtaining business by no means generally practised. Many tradesmen are deterred by the expense ; some have no faith in its efficacy; others think it a mark of second-rate status in business, and therefore more apt to be injurious than otherwise. On the other hand, some tradesmen make a system of advertising, planting every kind *t periodical, from the daily newspaper to the quarterly review* with specifications C. their anxiety to serve the pnblie, and ef the merits of the articles xh which they deal, and evidently spending a Considerable sum of money yearly in this way. The unconcerned reader and the less acute tradesman, struck by the frequency of these appeals for business, are apt to suppose that he who makes them must be less under the influence of wisdom than of folly, and a good deal of a pretender 6t a quaek into the bargain. There may even be a class whe make a principle ef disbelieving and disregarding all such appeals, and, like the Irishman, when much entreated to come, the more they won’t come. Yet the regular discharge of advertisements keeps up nevertheless, and the trader must evidently find it serviceable upon the whole. It may bo worth while to communicate to young tradesmen the ideas of an old one on this subject—they are simply and briefly as follows t —The first utility of frequent and regular advertising consists in this t there is at all times a large class of persons, both in country and town, who have no fixed place for the purchase of necessary articles, and are ready to be swayed and drawn towards any particular place which is earnestly brought under their notice. Indifferent to all, they yield without hesitation to the first who asks. Then, in the country, a considerable number of persons, who wish a st pply of the article advertised, and do not nnow of any particular place where it is to be got, being thus furnished with the address of a person who can supply them, naturally open a communication with that address, which perhaps leads to much ulterior business. People in the country are also liable to be favourably impressed by the frequent sight of a name in the newspapers. The advertising party acquires distinction in their eyes, and thus they are led, in making a choice, to prefer him. But by far the most important effect of advertising is one of an indirect nature. It conveys the impreasion that the party—pretending or not pretending, quackish or not quackish—is anxious for business. One who is anxious for business is unavoidably supposed to be an industrious, attentive civil person, who keeps the best of articles, at the cheapest rate, does everything in the neatest and most tradesmanlike manner, and in general uses every expedient to gratify and attach customers. People like to purchase und those circumstances, and the gys* , “ .em of advertising assuring them that stances exist at this parti select it accordingly, niotts of the old they are cert' wherever ouch circumcular shop, they Such are the opicradesman alluded to, and ainly supported by fact ; for an extensive and regular system of cismg is practised, and no back draw.ig or unconquerable circumstances exist, it J is usually seen to be attended with a considerable share of success. One feature in the philosophy of the subject must be carefully attended to. A faint and unfrequent t ystem of advertising does not succeed, not even in proportion. “ Drink deep, or taste not the Pierian spring. Chambers' Journal.