Show 1 1 I I I v Na BUILD BACKFIRE 1 I I i iCan ii i Can Beat Mail Order Houses at Their Own Ga Game e if They They TheL I Will Do It I. I ii I Iii ADVERTISING ONLY WEAPON Catalogue Concerns Spend Spend Hundreds 0 of Thousands of of Dollars Annually r to Cr Create ate Q Demand mand for Their Merchandise N I C Copyright 1 1917 1914 11 w Western Newspaper Union The forest ranger and the he prairie f former farmer have learned that they must I fight tight with wIl fire They know that that w when cn the consuming all-consuming forest fores forest or or 01 prairie fire are sweeping toward them their heIr only hope of safety lies lles In the bac back fi e. e By kindling and carefully a e controlling n a fire of ot their own they force the he bigger big ger gel fire to to burn Itself out finding no further fuel on wh which ch to feed The merchants of the small cities and towns towns are learning that t In waging their fight 1 for r existence they must must adopt the ta tactics o of the tUp men nicu of the e West rest The great mall order houses house hoc N of ihl shies cities are the ho c consuming flame which l t. t threaten to wipe out the retail retal merchants of the small towns unless the latter realizing th their ir danger fuk fak u steps to r remove mo e the menace The Tue retail re reo tall tail merc merchants as a 11 whole are rc begin beginning ning to realize that they must wust filth fight t fire tire with fire and that to save sa them themselves selves s they must must- build a n back fire Advertising Advertising Is Is' the weapon with which the mall mail ord order r houses conduct their waif warfare are on the th retail merchant of the small titles clUes and aud to towns tous us The Thu mall limn or order ei houses do o their advertising through their own catalogues catalogue and through certain publications which arc are known as ns mall mail order advertising me me A big mall mail order house spends spend hundreds of thousands of dollars merely merely mere mere- merely ly on the preparation and publication of its bulky catalogues Business Built Upon Advertising T The e catalogue houses also spend thousands upon 1 on thousands of dollar dollars in fn advertising g In la the mall mail order publications which look look- for their circulation tion to th the people e of the s small all townsand towns townsand townsand and the rural districts Advertising In ID some of th these se mediums costs as much muchas as from 40 to 85 5 for tor a single in inch cD yet the mall order houses bouses it profitable profitable profit I able to o pay these mesa high rates Theft Tbell business is built upon upon advertising and If they were denied the use of the malls for tor their advertising for a single month their business would be de In iri advertising the l local cal merchant merchants find the only weapon with which the they t I can beat the mall mail order houses at their theil own otiva game gume This Timis does not m mean an necessarily sadly sarny only newspaper advertising although al iii though that Is the big gun In the battery bat t tery ry employed ed by y the successful merc merI merchant mer I c chant ant in his battle for trade Advertising Adver tiling is Isn a big word and It covers a Ii big field There is no no longer to be f found und the man who does not believe In ad Every merchant believes In adv advertising of some sort The placing of a a 0 display In a show window Is ad The only difference between that kind of advertising and advertising advertis ing lag In a newspaper is that where the theone one reaches dozens the other reaches hundreds Attractive window displays are are of course an Important adjunct of any retail store They serve their purpose pur pose but this ills purpose Is only to attract the attention of those who may be passing by the store There are other forms of advertising such as personal solicitation but printed matter must always continue to be the chief rell reli once ance of merchants In attracting customers cus customers to their stores A Advertising Begets Confidence The buying public has learn learned d that the tho store which takes the people into Its confidence through gh Its adv advertising Is the one In which It may expect to get bet the h best bargains and the most satIsfactory satisfactory sat tr treatment It knows that the store WhIch advertises consistently and regularly has the best and most up up to to date sto stocks ks because this store sells it its ite goods more rapidly th than n the tho one which does docs not adv advertise rdse and therefore Is not forced to carry over old stock from one season reason to another The public knows that the store which advertises can place pIneo lower prices on Its goods because because be be- cause It turns over oer Its stock oftener often r than the store which does not advertise advertise adver Uso tise and therefore does not b nave have ve its capital tied up In slow slow moving moving mer chandise The mall order house does not get bet Its business business' by merely letting the public pub pub- public lic know that It has hiss dry goods or hardware hard ware waro or groceries or or some some other commodity com to sell It creates a n demand for forts Us goods by placing in Its Hs catalogue attractive pictures and arid d detailed t descriptions de de- descriptions of or the articles which It has hast hasto t to toV sell sen The lure of the mall mail order catalogue lies In the tho fact that tha the merits or alleged merits of or the themer merchandise mer mer- mer chandise offered are placed before the prospective purchaser In the most graphic manner The local retail merchant merchant mer chant has baa the same opportunity to do this that the mall order house has and can do It much more effectively than the mall mail order house can The retail can talk to the people of ot his community through his home newspaper newspaper per and that Is s something which the mall mail order houses as a rule cannot do for the local newspapers through a asenso sense of loyalty to their communities and their homo home m merchants will not not accept accept ac ac- the advertising wIth which the moll mall order houses would flood them Ji U they thel had bad the opportunity |