Show 1 J D WAITO 1 S rr B. B A A. A Butler Editor of the Cisco Texas Dally Daily News says 1 Why advertise is a question asked by the small town to merchant It is not asked a by the city merchant merchant merchant merch merch- ant to whom advertising has proven proven pro pro- ven i itself as a fact of his competitive competitive com com- experience If he survives he advertises if he survive he doesn't advertise The fate of the small town merchant and the small town to newspaper is intimately Intimately intimately concerned today In a social change that is the result of pave 1 highways and swift wheels The small town merchant asks himself himself himself him him- self this question How can I keep my customers from going to the city a hundred a hundred and fifty or two hundred miles away The answer is bound up in the understanding understanding understanding un un- of a fundamental change that is occurring in American American American Am Am- living conditions Briefly I believe that good roads swift cars and luxurious transportation instead of depopulating thriving villages and bankrupting the smalltown smalltown small smalltown town storekeeper actually will dothe do dothe dothe the opposite It remains for enterprising enterprising enterprising enter enter- small town business and civic leadership through factors that certainly must include the home newspaper to translate the fundamentals into a community program Here in Cisco we pride ourselves ourselves our our- selves on a great recreational and amusement area about a large lake and upon an appealing residential residential resi resi- residential atmosphere The point is that trunk highways and fast cars make maize these desirable elements for happy living just as available to the he he crowded population of the metropolis as they make the metropolitan met shops available to our own people Good roads are open- open ng up to millions of people the privilege of living in the freedom of the open air and in the privacy of less congested towns where here they can satisfy the human in- in for sunlight and the open space Industry freed of the necessity necessity necessity to consider sources of power and fuel will carry itself to markets markets markets mark mark- ets and its people will choose living living living liv liv- ing conditions A wonderful new field has been opened to the small town press and a profitable one for the small town to merchant While the metropolitan merchant is advertising advertising advertising adver adver- in a bulky paper the smalltown small smalltown smalltown town merchant has the advantage advantage advantage advant advant- age of a medium that has a personal personal personal per per- appeal to Its readers a medium in which his message will not be crowded into insignificance by numbers In the fact of this new exodus from the crowded cities to the freedom of the smaller small small- er towns the small town merchant merchant merchant merch merch- ant faces an opportunity that ought to make the question WHY ADVERTISE AS OBSOLETE AS IT HAS BECOME OBSOLETE W V H HER E R EVER COMPETITION HAS PROVEN ITS NECESSITY AND ITS VALUE |