Advertising In Dull Times

The Milwaukce Wüeontin relates the following: " After the crash of 1857, when everybody was almost scared to death, and the croakers predicted that the country hac gone to smash, a dry-goods house was opened in this city which proceeded on the principie that in order to reach the hoarded money in the pockets of the people, the proprietors must sell at very reasonable prices, and advertise very largely. They worked vigorously upon this principie. The brother merchants who did uot advertise, predicted that the new-comers would be ruined, as they paid too much for advertising. Nevertheless they persisted. In a single year they paid $500 iu gold to the Duily Wisconnn for advertising, and at the end Vf seven years they retired from the business with a fortune of $100,000, while other merchants on the same street, some of them opposite their store, had failed. The New York Evening Poit relates the followiugsimilar incident, which occurreil in that city during the same year : " A merchant continued hia advertisement in our columns through the whole period of stagnation, and notwithstanding many predictions that " it wouldn't pay." His testimony afterwards was that the sales were steady and his profitssatiafaotory, while many a merchant arouud him " could stand behind the counters idle." A flnanoial pernio does not mean that no one has any money. Tbere is a plenty of money in the country and those who hoard it are just the ones to be eager for the bargains' which a t'all ia prioes hold out. But to buy thev must know where to buy, and the merehants who tella theui will reoeive tliuir cash."