A WARNING TO ADVERTISERS.

Inangahua Times, 29 March 1878, Page 2

A WARNING TO ADVERTISERS.

Tl>p insanity o c Dr. J. C. Ayer. Lowell, u/Tords & terrible tmrning to ndverlisors. 1 Hero was a man engaged ia tho mnnu* ■ fao^iro of 11 ). ill, not differing muoh from a hundred oflfer pills that niny be obtained at any drug store. In nn un« guarded moment ho made up his mind ' tlmt ho would advertise, not in the picayune style of tho ordinary dcnlor, hut in n comprehoimvo sort of way, by which i he could reach every possibhi purchaser of pills., Ho sorted with tho idea of devoting Imlf of his profits each year to advertising. 10 result might lifti'o boon forsoQtit Ho ttccunmlntod' money so rapidly that ho did not knorr. wli.U to with it. When, lie had rolled together fifteen rai|lio;v dollars, and had vainly ondoavored' tt> find some outlet for hia ever, increasing profits, his. mind pavo way under tho absorbing, oarcs. of. his vast business, and ho is now, a, patient in nn asylum, for tho inflnno. How easy that, oalnmity might lmvo boon averted. If ho had stuck, to tho conservative, methods of many of our mcrehanta, and refrained from advertising, he might have been passing (juiotly through bankruptcy nrw instead, of being loaded down with, his uncounted millions. It is a dangerous experiment for a man who doos not want to. bcoomo too rich to, advortiso. Or if ho ' advertises at all ho must advortiso at long intervals and grudgingly, lost hia profits should grow out of a)l proportion, to hi* requirements, and ho should find himself) burdened with, wealth. Advertising, conducted on. tho. principle of devoting half tho profits of a business to itl is. wo repeat, a dangerous experiment.' It pro* cipitates a fortune upon the advertiser a> suddenly thnt tho chances are even that ))O will not know, what to do wjtl), his. Wpaey..