Rensselaer Union, Volume 8, Number 50, Rensselaer, Jasper County, 31 August 1876 — A STORY WITH A MORAL. [ARTICLE]

A STORY WITH A MORAL.

“ Any tiling over, Ben?” “ Not a dollar; I just paid a bill for advertising, which pretty much cleared me out.” “ How much?” “ Forty-two dollars and seventy-five cents.” “ Ben, I don’t like to tell you that you are the biggest fool on the street, but you are.” “Wait, Joe, and see,” returned the other, with a confident smile. “ Forty-two dollars for advertising!” “ Just so, and for three month's advertising.” The applicant for “ anything over” gave a peculiar whistle to define the length, breadth and depth of his astonishment. This conversation occurred in the store of Benjamin Weston, a young and enterprising merchant, who had just commenced business on his own account. The other person, who, to use his own, classic expression, was “ bang up,” and wanted fifty dollars to make up the amount of a note due that day, was Joseph Weston, a cousin of the other. They had been playmates in youth and staunch friends in maturity. Though there was a great diversity of opinion on many topics, a great sympathy existed between them. They had commenced business about the same time, and under nearly the same circumstances, both being obliged for want of sufficient capital to mortgage the stock of their respective stores. Thus far they had done well, and the prospect was that both would become wealthy and distinguished merchants. They had married sisters and occupied tenements in the same block. Their houses were furnished in substantially the same style, and no material difference of expenditure. Both had besa brought up to business habits, and educated in the prihcinles of a rigid economy. “Forty-two dollars for advertising!” repeated Joe. “And if I had money to spare I would spend double that sum,” replied Benjamin. “What benefit do you expect to realize from it?” “You are behind the time, Joe. Benefit ? What a question! I expect to make my fortune by it.” “Humbug!” “Look at Brandeth and Swain.” “Both humbugs.” “No matter tor that; if these fellows have bo tli been able to make princely fortunes by advertising humbugs, how much more so will he who deals in substantial realities?”

“All gammon!” “We differ; time will tell who is in the* right.” “Seriously, Ben, you will ruin yourself if yoM keep on in this manner. Forty-two dollars a quarter for advertising!” “I shall spend a hundred the next quarter!” “Don’t do it, Ben.” “jlow does it happen, Joe, that you are in the street borrowing money? I never did such a thing since 1 commenced business.” “How does it happen, Ben, that you haven’t any money to lend ?” asked Joe, with a smile. “Because I have spent it all in advertising.” “Better have spent it for operas and 2.40 s.” “Wait, Joe, wait.” “I spent nothing for advertising, but I will bet you the oysters my sales are as large as yours for the last quarter.” *..! w ill take you up on the next quar- “ Why not on the last?” 1 Advertising is something like planting potatoes; you must wait for tb* crop.”

“ Don’t believe It, Ben. When I have a fifty-spot that I don’t know what to do with, I shall put it into my family.' Buy n library, a new sofa, or something of that sort. I should rather go to the White Mountains with it than throw it away on the newspapers.” 44 You do not know your own interest, Joe.” , 44 Don’t It Some kind of business might thrive on advertising, but oure, never. Do you believe the women look in the newspapers before they go shopping?” 44 Well, there was a lady in here just now whp said she saw such and such goods advertised by me.” 44 Pshaw! and on the strength of that you intend to spend fifty dollars more in advertising? Ben, you are crazy! and Joseph Weston turned on his heel and left the store assured in his own mind that his friend was going to ruin. In his estimation such loose principles would eventually bring him to bankruptcy. But Ben was his friend, and he deeply commiserated ldm because he clung to such pernicious doctrines.

Business prospered with the young men. By prudent and careful management, each had not only made a living, hut had been able to pay a small portion of tire mortgage on the stock at the end of the first year. * Joseph had the advantage of his friend in possessing a better location; though his rent was somewhat higher, the difference was more than compensated by the increased facilities it afforaed him. The prospect was decidedly bright to him. If his business increased, as it had done, he would be enabled to clear himself of debt in another year. Under this encouraging aspect he ventured to spend one hundred dollars in addition to his furniture, which his wife insisted was absolutely necessary for their comfort and happiness. The house had been furnished altogether too plain for this progressive age, in her estimation. She was Dehind some of her friends, who, she was sure, was doing no better than her husband. Joseph was a little obstinate at first, but then there was something so decidedly comfortable in a set of stuffed chairs and a lounge that he did not hold out in his opposition. He was doing well, and the expenditure would not seriously embarrass him. With a. nice new Brussells carpet and the new furniture, Mr. Weston’s little parlor looked exceedingly pleasant and comfortable. Besides, it looked as though her husband was prospering in his business. It was so nice that the young wife could not bear the idea of having the parlor shut up so that no one could see it till the furniture had grown rusty, and consequently she made up her mind that they must have a party. Their friends had parties, wliy shouldn’t they? It looked stingy not to have one. Mrs. Weston was an eloquent debater, and she gained the day in this matter. It is true the party was not a very extravagant affair, but it cost Joe fifty dollars. In the meantime Benjamin had spent quite as much for advertising as his friend had for new furniture ana the party. Joseph laughed at him, and finally came to believe that he was insane and would come to ruin in a year. Mrs. Ben Weston, too, felt decidedly unpleasant about the improvements which had been going on in her sister’s house. 41 Why can’t we have a rosewood table and a set of stuffed chairs, Benjamin?” asked she, pouting her pretty lips into a very unamiable position. 44 Simply, my dear, because I cannot afford it,” replied the philosophical merchant. 44 How can Joe afford it?” ‘‘l presume he knows his own business best.”

“ He has put over SIOO into his house.” Ben whistled and made no reply. “ Do, Ben, buy some new chairs.” “ Can’t afford it.” “ Yes, you can.” “ No, I can’t.” “You can afford it as well as Joe.” “Perhaps I can.” “ Do buy some.” “I should be very glad to gratify you, but I cannot take the money from my business. A year hence, if business prospers with me, you shall have them.” “A year hence,” pouted the wife. Li “I must spend a hundred dollars in advertising the next quarter.” “Very foolish.” “Very foolish, my dear, but it must be done.” “That’s the way you throw your money away. You don’t catch Joe to do such a thing as that.” “True; but though he has the advantage of having a corner store, I paid three hundred dollars more on my mortgage than he did.” “Then you can afford the table and chairs.” “Nay, my dear, I will not spend a dollar for superfluities while I am in debt.” Mrs. Ben Weston felt very badly about it, but her husband was firm, and she was forced to content herself with plain furniture. Mrs. Joe Weston enjoyed her nice parlor till the novelty wore away, and then she discovered that there were a great many other articles wanted to make things look uniform. The two windows must have drapery curtains, a pier glass was needed, and some pictures were wanted to relieve the walls. Her husband, who had once exceeded the limit of his means, found no difficulty in doing so again, and the things were bought.

But Joe had some scruples about it—his notes began to be troublesome, aqd every day he was in the street borrowing money. His business, too, had not piet his expectations. Instead of increasing in the ratio of the first year’s experience it hardly held its own, and the poor fellow began to have serious misgivings about the future. Before the year had half expired he was obliged to introduce a rigid system of retrenchment into his family and business affairs, in order to keep his expenses within his means. Another year has passed away in the business experiences of the young merchants. The books had been balanced, and the result stood in black and white before them. Ben had followed up his system of advertising through the year. He had expended large sums, but made the outlay with judgment and discretion. The result exceeded his most sanguine expectations. His store was continually crowded with customers, with genuine bona fide customers, and with but a small proportion of gadders and fancy shoppers. The newspapers had borne to the best families in tire city and country full descriptions of his stock. His name was as familiar as “ household words’' in the dwelling of the rich and poor, of the farmer, the mechanic and laborer.

Truly, the harvest was abundant, Ben rubbed his hands with delight as he cast his eyes over the figures that conveyed to him the pleasing result of his year’s operations. He had the means not only of clearing himself of debt, but also of gratifying his wife by giving her all the new furniture .she required, besides a handsome surplus with which to increase business. The new furniture was bought and set up; every debt was discharged, the importers and jobbers were eager to give him unlimited credit. One day while he was ruminating on this pleasant state of affairs, Joe Weston entered the store. For some months past the intercourse between the young merchants had not been as cordial as formerly. Joe’s nice things had rather “set him up,” some of the upper ten had condescended tp visit him, and he attended the “Almack” parties with his wife. He was getting ahead fast in his own estimation, and cherished supreme contempt for the slow motion of his friend. But when, in the middle of the year, he found himself running down hill, and discovered that Ben’s store was crowded yitli shoppers while his own was empty, a feeling of envy took possession of him. Ben must be underselling, and sooner or later the consequences would appear. The prosperous merchant could not but notice the dejected mien of his friend, as he entered the store. 44 How are you, Joe ? You are almost a stranger, lately. Where do you keep yourself?” asked'Ben. ‘'Business, Ben,business!” replied Joe, demurely. 44 Good! business before pleasure.” ‘‘Anything over to-day?” asked Joe; but the query was not put in that elastic tone which had distinguished him in former days. *• A trifle; how much do you want?” replied Ben, promptly. . 44 To tell the truth, I am 4 bang up;’ have a note for two hundred to pay, ana I have not raised the first dollar toward it.” 44 You are late, it is half-past one,’’ replied Ben, consulting his watch. “ Ben, I am in a tight place..” said Joe, in a low, solemn tone. “Indeed! I am sorry to hear it,” and Ben’s face wore an expression of sincere sympathy. “It is nothing serious, I hope.” “ I am afraid so.” 44 What can I do for you?” and the young man took down his check-book and examined the state of his bank account. “ I can give you a check for three hundred if that will do you any good,” he continued, taking up the pen to fill up the blank. “Thank you, Ben, you are very kind, but I don’t know as I ought to take it.” 44 Not take it! Why not?” “If I should pay this note, there is hardly a possibility tliat I could get thro’ the month?”

“So bad as that? ’Pon my word I’m sorry to hear it.” “ Smith & Jones advise me to make an assignment.” “ How docs it happen? I thought you were doing well.” “ Business hqs been very dull for the last six months. Haven’t you found it so?” - “Well, no, it has been driving with me.” ‘ Joe knew it had; indeed his present visit was not to borrow money, but to prepare his friend for the “smash” which was now unavoidable. “My sales have been light,” continued he. “ I can’t account for it.” “lean; look here, Joe.” Ben took down his ledger and pointed to the account “ Charge,” where the sums paid for advertising had been entered. On a slip of paper he had footed them up. “Five hundred and sixty-five dollars for advertising, Joe! That’s what did the business.” Joe was astonished. It was as much ashe had paid for fine things for his home, and for parties and the opera; but the investment had been vastly more profitable, inasmuch as taken in connection with the careful management of his business, and his economical manner of living, it had laid the foundation of his future fortune. It had given him a good start in business, and a good beginning is half the battle. Joe Weston failed, and paid twenty cents on a dollar. His fine furniture was sold, and he was obliged to board out. But jn his extremity Sen was his true friend. He received him into his house, and when his business was settled up, took him into partnership. The firm is now one of the most respectable and prosperous in the city, Joe, ever since he was “bang up,” having become a believer in advertising.”