A WARNING TO ADVERTISERS

Thames Star, Volume VIII, Issue 2804, 8 February 1878, Page 2

A WARNING TO ADVERTISERS

The insanity of Dr J. C. Ayer, Lowell, affords a terrible warning to advertisers. Here was a man engaged in the manufac* ture of a pill, not differing much from a hundred other pills that may be obtained at any drug store.. In an unguarded moment he made up his mind that he would advertise, not in the picayune style of the ordinary dealer, but in a comprehensive sort of way, by which he could reach every possible purchaser, of pills. He started with the idea of defoUng half of his profits each year to advertising. The result might have been foreseen. He accumulated money so rapidly that he did not know what to do with it.'; When he had rolled together fifteen million dollar!, and had vainly endeavoured to find tome outlet for his ever-increasing profits, nil mind gave way under the absorbing carei of his fast business, and he. is now ft patient at an asylum for the insane. How easily, this calamity ■• might hare been averted. If he had stuck to the conservative methods of many of our merchants, and refrained from advertising, he might have been passing quietly through bankruptcy now instead of being loaded down with his uncounted millions. It is a dangerous experiment for a man who does not want to become rich to advertise. Or if he advertises at all he must advertise grudgingly and at long intervals, lest his profits should grow out of all proportion to his requirements, and he should find himself burdened with wealth. Advertising, conducted on the principle of devoting half the profits of a business to it, is, we repeat* a dangerous experiment. It prejHtitates a fortune upon the advertiser so suddenly that the chances are even that he will not know what to do with hit money.—Utie« Observer. -. ;