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EMBRACING RULES, SUGGESTIONS, AND PRACTICAL HINTS ON THIS IMPORTANT SUBJECT.

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Volumes might be written on the necessity of, and the various methods employed for, advertising. Many prosperous men owe their success in life to judicious and liberal advertising. In this age of strong competition in the various avenues of trade, he who does not advertise his wares will probably be outdone by a more ambitious dealer, with perhaps a poorer article, who advertises liberally. People go where they are invited, and the merchant who advertises freely, places his store and windows in attractive order, and leaves the door open, will do far more business than he who does not cater to the public, is indifferent about appearances, gruff, and complaining of hard times.

Horace Greeley laid it down as a rule that a merchant should advertise equal to his rent. This, like all good rules, ought to have exceptions. An old and well established business would not require so much, while a new enterprise would require more than this amount expended judiciously in advertising. The merchant should decide at the beginning of the year about, what amount he may expend in advertising during the year, and then endeavor to place that amount in the best possible manner before the public.

An advertiser should not be discouraged too soon. Returns are often slow and inadequate. Time is required to familiarize the public with a new article or new name. Some men have given up in despair, when just on the eve of reaping a harvest of success by this means. Many of the most prosperous and wealthy business men in this country have at times been driven hard to meet their advertising bills, but they knew that this was their most productive outlay, and by persistently continuing it they weathered the storm.

Barkham Burroughs' Encyclopaedia of Astounding Facts and Useful Information, 1889

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