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Show i b J On Buying at Home j I 000 I p There is a truism in this simple statement : the value of P the home-town merchant depends upon two things, first, the p e quality and quantity of the merchandise he has for sale ; p H second, the vigor and manner in which he tells his home- p H town folks about it. f ef People, in these modern times of fast motor transporta- p if tion, are often hard put to maintain continuous loyalty to p H their home-town merchants especially if they live near p H large cities. The best way for any local merchant, to com- H pete with larger centers of trade, is to forever and ever If keep telling human beings in his community about his 3 H wares. While this statement, published in a newspaper P M that depends upon advertising for its chief revenue, may P g seem prejudiced, it is, nevertheless, the absolute truth! p H Every time the local newspaper goes to press without 3 P the advertisements of some local business that has some- P H thing to sell, that local business is not co-operating with p g other advertisers in the corrtirton effort to' keep local citizens p H buying "at home." p ji The individual store that contains everything in its P g particular line, stands a good chance of getting and keeping 3 l customers. The community of stores that offers the widest 3 II range of needed merchandise for its people stands the best P H chance of getting and keeping the trade of its community P and adjacent areas. ' p 1 Advertising is merely telling about a thing. Some 3 H businesses need to tell often and loudly, others may get P H along with softer voices; it depends upon the type of busi- p H ness, together with its quality of management. A commun- p H ity of merchants that wins success is one that stocks its p H shelves with what people want and need, and then tells f If about it on every possible occasion. 3 H "We are your past, present, or future customers," de- p H clare Mr. and Mrs. Community Resident, "and we need to p H buy your merchandise and your services. But please display g Ef your goods attractively; do your best to price them reason- 3 F ably; and also remember that in this busy world of today pj H we, like yourselves, need to be told what and where to buy. gj H Build up, by co-operative and collective action, the mer- p chandising center of our town; bring everything possible p3 H within your establishments that you think we need. We H know, deep down in our hearts, that you community mer- H chants need and deserve our patronage; we know that you H are part of our town, you support our local institutions, our children have learned to know you, too. We want to spend I every possible penny right here at home. You do your part, jg Mr. Merchant, and keep telling us through your advertising P H to do ours." p 1 fa I OOO I I "Dixie's Best Advertising Medium" 9 the i I Washington County News I |