Chapter 6. American Business Methods



If I should be asked what is most essential for the successful carrying on
of business in America I would say advertising. A business man in America
who intends to succeed must advertise in the daily, weekly,
and monthly papers, and also have big posters in the streets.
I do not believe any up-to-date merchant in America fails to do this.
Every book and magazine contains many advertisements; sometimes fully half
of a big magazine is covered with notices or pictures of articles for sale.
Wherever you go the inevitable poster confronts you; and even when
you look out of the window of the train you see large sign-boards
announcing some article of trade. The newer the brand the bigger the picture.
If when you get into a street-car you look around you will see nothing
but advertisements of all kinds and sorts, and if you answer an advertisement
you will keep on receiving notices of the matter about which you inquired.
Even now I receive letters urging me to buy something or other
about which I sent a letter of inquiry when I was in America.
At night, if you stroll round the town you will be amazed by the ingenious
and clever signs which the alert minds of the trades people have invented,
such as revolving electric lights forming the name of the advertiser
with different colors, or a figure or shape of some sort
illustrating his wares. But even this is not thought sufficient.
Circulars are often sent to everyone, making special offers,
setting forth forceful reasons why the commodity advertised is indispensable.
Certain stores make it a point to announce cheap sales once or twice a year,
with from 10 to 25 per cent. reduction. It should be noted
that no tradesman voluntarily sells his goods at a loss,