The Caldwell News-Chronicle (Caldwell, Tex.), Vol. 19, No. 43, Ed. 1 Friday, March 17, 1899 Page: 2 of 12
This newspaper is part of the collection entitled: Caldwell News and Burleson County Ledger and was provided to The Portal to Texas History by the Harrie P. Woodson Memorial Library.
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AOVCRTISMG ANO ADVWTlSWS.
Aesop tells in on« of hi tale*,
of a young man who lay in bed
late in the morning. His excuse
ípr his laziness was: «K very
morning of my life I am hearing*
causes. 1 have two line damsels,
whose names are Industry and
Sloth, at my bedside as soon as I
awake, pressing their different
suits. One entreats me to get
up, the other persuades me to lie
still; and then they alternately
give me various reasons why I
should rise, and why I should
not. This detains me so long, aft
it is the duty of an impartial
judge to hear all that can be said
on both sides, that before the
pleadings are over it is time to
go to dinner.
Aesop draws his moral thusly:
Many men waste the prime of
their days in deliberating what
they should do, without coming
to any determination.
You who don't advertise should
paste this in your hat, and wear
the hat all the time, so that your
brain may absorb every word.
We believe that Aesop could
have drawn a finer conclusion if
be bad said the youth lay in bed
because Sloth's argument took
Jess effort to follow.
We don't believe that half of
the merchants who don't adver-
tise think advertising a waste of
money. They lack the know*
how. They lack energy. They
listen to Sloth's reason. They
are resting comfortably. The
world doesn't need much from
them to keep it revolving, so they
will stay where they are awhile
longer. If they listen to Indus-
try's plea, they will have to get
up and hustle.
Then, again, the merchant who
«gets the hang of advertising
can lie abed after awhile, and let
his wide-awake advertisement
drum up trade.
What you don't know about ad-
vertising we will gladly tell you
about, if you drop in any time.
We want you to advertise for
your own good and the town's
good. Of course we make a
profit on your business, but it
isn't a marker to the profit you
make by letting everybody know
you have something to sell and
what you sell it for.
A. T. Stewart was the first
great American advertiser. He
built up his immense fortune by
advertising. When he began to
advertise, it was an experiment
- the manner in which he adver-
tised was an experiment. The
fruits of his advertising made as
great a sensation in the mercan-
tile world as did the invention of
the steam engine in the scientific
world.
A. T. Stewart began business
in a very small way in lower
New York. In those days credit
was an unknown quantity, and
man could not make fortunes by
fai)i^g as thev do now. In a press-
ing time a note fell due. It was
a case of meeting the obligation,
or losing his all. Mr. Stewart
went through his store, and
milked every article or piece of
gopds in stock below actual cost.
He had printed thousands of
handbills, and he flooded New
Yujrk with them. He took space
in ¿11 the papers. His method
set^Ncw York on fire. People
came to his store at first incredu-
lously. They found things as
advertised. They bought of him,
and took the goods home, and
tol4 their neighbors of the bar-
gains to be found there. Kinel
equipages drove to his little store.
Its capacity was taxed. He
turned people away. But he
met his note, and had money
enough to go into the opcu mar-
ket and purchase to his advant-
age. He continued that method
of getting business until he was
the richest merchant in the
world.
At his death he wat succeeded
bv Hilton, Hughes & Co. They
failed, although they had Stew-
art's reputation behind them.
And why? They still advertised!
Under the head of «Failure and
Success, the Sing Sing (N. Y.)
Register draws convincing con-
clusions of the value of advertis-
ing, with Stewart and Hilton as
the principals of its story. Hil-
ton believed that Stewart was ex-
pending too much money for ad-
vertising. He figured that if he
cnrtailed his advertising bill $25,-
000 a year, he would be $25,000
richer. He was so fascinated
with the idea that be reduced his
advertising bills to a mere noth-
ing. Today Hilton owes $2,53**,-
907, and claims that all his earth-
ly possessions arc not worth $200.
John Wanamaker succeeded
Hilton, Hughes & Co. (Every-
body predicted that it would be
the undoing of the great Phila-
delphia merchant; that the profits
of his Philadelphia store would
be eaten up by the lack of profits
of the New York store, and he
would finally go under. They
claimed that it was impossible to
make a success, as the store was
defunct, that it was too far down
town, and that the rent of the
ground, $45,000 a year, was too
great, and so on.
Mr. Wanamaker installed a
$10,(>00-a-year advertising man
in the New York store, and con-
tracted for whole pages by the
year in all the New York papers.
Today bis business is even great-
er than that of the late Mr.
Stewart.
In conclusion, the Register
savs:
«And today, take a look at the
stores of the men who advertise
continually, and compare them
and their goods with those stores
that do no advertising or very
little advertising.
«It is a very good rule for in-
tending purchaser* first, to buy
all the goods they need in their
own village; and, second, to buy
only of the merchants who ad-
A PLEA rOR GOOD f ARM JOURNALS.
The world will always regard
asa benafactor to his race the
man who succeeds in making
«two blades oí grass grow where
only one grew before. Judging j
by the careless manner in which ,
most of our farmers dismiss the ¡
subject of farm and stock jour-
nals there can be in their minds
no adequate idea of their value.
The fact that a man has farmed
all his life is no argument that he
is even a successful farmer, much
less that he knows all about it.
The civilization of China is thou-
sands of years older than our
own, still many of the common-
est conveniences of our country
are unknown in China. Por in-
stance, an ordinary wagon and
its team and harness would be a
seven days wonder among them.
To follow our illustration fur-
ther, the Chinese as a people
have no conception of modern
farming mchinaerv, steam and
electric machinery, implements
of war, etc. All of this is not be-
cause the Chinaman could not
learn about these things, but be-
cause he would not learn. He
was satisfied with the old meth-
ods and implements of a thou-
sand years ago, and in his ab-
surd conservatism and exclusive-
ness he drowned or suffocated
the spirit of enterprise which
alone could have kept him abreast
of the younger and more thrifty
and progressive civilization of
Kurope and the New World. The
result of this folly is that now
China is an effete giant whose
body politic is antiquated and im-
potent. while her vast territory
and commercial possibilities have
become the objects of the cupid-
ity of surrounding nations.
While she could muster millions
of soldiers to defend her rights,
still an army of a few thousands
of well drilled troops, equipped
with modern arms, would easily
overmatch her millions.
What has all this to do with
farm and stock journals? Just
this. It illustrates the folly of
staying in the old ruts. Many
of these papers are edited or* < n-
tributed to bv learned men who!
W it
Jannett's New York Store
1 have on the road a fine selection of easter eggs
and easteb egg dtes, and also easter
cand7, which will arrive in time to make your chil-
dren happy, with a few dimes. I invite the committees
of every church to look at mv gotids, At my prices
vou can have a jolly time on faster ata very little cu t.
kemember, Easter is only once a year.
No farmer, rich or poor, ought to come to town and go hoinc
without coming to our store and examining our Special Counters .
You will always find something on them that you may need, ata
trifle cost. Cheap for cash is our motto.
Yours truly, £. O. JANNETT.
John Struwe,
HAS ONE OF THE NICEST, CLEANEST
STOCKS OF GROCERIES TO BE FOUND IN
THE CITY, AND AS HE SELLS STRICTLY
FOR CASH, OF COURSE HE CAN UNDER,
SELL HIS CREDIT /SYSTEM COMPETITORS.
The Grocer.
Steel Names*
20 Years Guarantee
Come and let me show thi-m to
you. You will like them tl;
first time vou see them.
Haines are not the onlv thin^
I keep. Call ami see me.
i. D. STOKES,
"I* MDOIEC."
r
lOMtMtMMOOMONIMOHIOOIOOIIMOHIfllHr
i Mt & Windhausen
When you are buying Dry Gooods. Cloth-
ing, Dress (roods. Hats, Boots, Shot's, or
Groceries, come and examine our stock and
price our goods. We want your trade, and
you will always receive judite and courteous
treatment at our store.
%*%%%%%%
vertisc liberally. i, , # i
, . , have given long years of patient
«By the hrst they will be help- ... . 1 . •
ing every interest in the village,
and by tho second they will be
benefitting themselves personal-
ly, by getting the best and fresh-
est goods at the lowest prices.
The store that does not ad ver
tise is as a general
i HerDst & windhausen.
study and constant experiment
to the subjects which they dis-
cuss, and their demonstrated
conclusions are sent.broadcast
through these channels of infor-
mation to benefit every enter-
V"'. ! prising farmer who will take and
thing dark ' . , ...
study them. \\ e do not contend
that every periodical choosing to
pose as a farm journal, is worthy
of the patronage of the people,
but some of them ate richly
worthy. They are to the farmer
what the medical journal is to the
¡ doctor, and the school journal is
. to the teav her; and for an un-
livery one who reads our paper learned man whose opportuni-
can tell instantly who is our best1 ties for experiment and observn-
advertiser. I an anyone say that tion have been limited to assert
mmmmi
im: < i
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tf
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Ik
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Mrs M Gock*0heim«r
j GacK«"b
PLENTY OF f?IR fIND LIGHT
ALL MODERN CONVENIENCES
and gloomy, the goods musty,
the proprietor ditto, and the
goods are often so long on their
shelves that germs of disease
have had ample time to develop.
In the interest of both health and
pocketbook, keep away from
those places.
Central h|otel
RATES. $2 PER DA t.
SAMPLE ROOM FREE
BRENHAM. - - - TEX0S.
Mrs. M. Gackenhelmer & Snn.
he is advertising because his
business is big? Ask him and
he will tell you his business is big
because he advertises big.
3
rn in take
■uupoMthiit
tliimn
ra for aalc at thi* office, 30c
that he does not need their help,
or that he knows enough without
them, is a piece of monumental
folly out of the same cloth with1
which China has hoodwinked her-
self. and smacks wonderfully of ¡
long ears. J. W. (¿i.okok. |
Keep Quiet
And hh<- <'ha mberlain'n Colic, Cholera
and Diarrhoea Kemcdy for all paint of
the Mtomnch and all iiuiiatitrnl Itwmc
tie** of the bowel*. It alwny* run'*,.
Kor nali- by stone A UitclicocU, t'ald
well, and Puní <V Soil, l<v<ain. 21-ly
Build Your House
upon a solid foundation, and In-
sure your lumber is of the best.
We make a
spet
ialt
v of i,mod
l.l'MHKK, at rock 1 K>tt*
>m nrit e
D
Jenkins & Jenki
• LUMBER
Í1S
Caldwell, Tex.
Subscribe lor the News-CMoti;
• • a •
We Want Rags.
suitable for using around machiner\.
Must be clean and not too thick ami
heavy. AIiomestics preferred. A Will
pay lc per pound for them. A A'A A
mm
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Rust & Joiner. The Caldwell News-Chronicle (Caldwell, Tex.), Vol. 19, No. 43, Ed. 1 Friday, March 17, 1899, newspaper, March 17, 1899; Caldwell, Texas. (https://texashistory.unt.edu/ark:/67531/metapth169231/m1/2/?q=%22Business%2C+Economics+and+Finance+-+Journalism%22: accessed July 16, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Harrie P. Woodson Memorial Library.