ssity 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.

NEWSPAPER ADVERTISING.

Select the newspaper which circulates among the class of persons
desired to reach. Do not advertise a special article or business
designed for a limited class of customers, in a general newspaper.
Almost all trades and occupations in these latter days have their
special journals, and these afford the best means of reaching that
class of persons. The purpose of the advertiser then should be to
discover, first, the character of a paper's circulation, and second,
the extent of its circulation. On these two essentials may then be
based an estimate of its value as an advertising medium. The character
of a paper's circulation is easily determined by the quality of the
reading matter which the paper contains, and the general tone imparted
to it by it