CIVIC DEVELOPMENT IS BASED UPON BUYING AT HOME CONFIDENCE IN OUR STORES WILL MEAN BETTER TOWN "One of the greatest movements in local success is the buy-at-home movement move-ment which has gradually been gaining gain-ing impetus during the past few years," says M. H. Pool, manager of the J. C. Penney Co. store in Milford. "It is the keynote to a successful city or town, the expression of confidence con-fidence in the town and its ability to meet the competition of the rest of the United States.. "The buy-at-home movement is a co-operative 'one, requiring the interest inter-est of the local merchant, the local residents" and the local newspapers and other factors in publicity. If the townspeople show confidence in the local merchant, he can, in turn repay their confidence by carrying a line of merchandise which will give them, a range, of selection-. and.a standard stan-dard of value which ;will equal that to be found in any city or town within trading radius. "The local' merchant owes if 'to the townspeople to sell 'therii "what he has in stock and what values he is able to offer. Here is where the 1 local newspaper becomes ' the means ' of communication, between the merchant and the customer; . .. . ... -, "With modern, methods of transportation, trans-portation, with modern buying facilities, facili-ties, with modern roads and conveniences, conveni-ences, the local store in a city or-town is never more than a few hours away from the very latest in materials, styles and values. "The metropolitan city with millions mil-lions of people, or the average city or town with 2500 or 25000 people can be served equally well and to the same advantage by the manufacturers, producers and designers. "The automobile has shown this to be true. More and more, the live merchant in other lines is coming to the customer first. "The customer reads the local newspaper, sees that right at his or her door there are selections in clothing, footwear, furniture, the entire en-tire range of necessities and luxuries, which are metropolitan in their scope. "If, right then, he or she goes to the local store, the first step in increasing in-creasing local prosperity is taken. With increase in local patronage of local stores comes an increase in money turn-over inside the town. "Steps that the local merchant may take in the buy-at-home movement include in-clude attractive and carefully prepared prepar-ed local advertising tastefully arranged arrang-ed local window trims and high stan-local stan-local window trims and high standards stan-dards of service to the customer inside in-side the store. . ."This program will instill the local residents with a feeling of confidence for the local store."