Show THE ERCHANT 31 AND HIS NEWSPAPER in an address before the annual convention of the interstate merchants council the other day in fit chicago a prominent business man of the middle west declared that live wire advertising will bring success and prosperity to american merchants in 1922 he he supplemented this optimistic anil and confident declaration with six definite c constructive advertising suggestions the value ot of which ought to be as practical in the intermountain west as in the great mississippi valley where they were promulgated the suggestions were A carefully pl planned annea program of advertis im and buying the opera tion ot of advertising on a budget 1 4 tern tem a series oilive wire sales the service of of I 1 a personal perso fial shopper coop co op aeration with the newspapers and as of the responsibility of 0 malting making them live papers and the cecur ing of the operation cooperation co of the manufacturers rs most jost perhaps all ot of these suggestions are obvious and need no supplemental plem argument the live wire aa merchant mill know how to work them put out and apply them to his own individual business ot of course interest to newspapers Is the one that concerns them and every newspaper paper per wishes that every merchant realized rea lizec the force particularly ot of the second part of the suggestion in fit question assumption ot of the responsibility ot of making them live papers how often has a merchant especial ly in smaller towns been heard to exclaim it if we only had a real live up to date paper in ahls town A moments thought should remind him that no one is more t to 0 blame than himself it his town peper Is behind the times A newspapers chief almost sole source of revenue is adi ver and the merchants ol of a town are or should be its chief advertisers where they are lax and slow the town paper can scarcely be expected to be otherwise where they are up to date and progressive the chances are ten to one that so also will be the paper the newspaper and the merchants are in reality partners in a great enterprise one of 0 the orea greatest test in all modern business there must be hearty cooper co oper aaion it success Is to come the publisher on his part must remember that he has much to do in developing and nd promoting roi noting the business resources and nd possibilities possibilities ot his town and the merchant on his side must realize and keep constantly in mind that it is ie largely up to him to keep the newspapers his chief medium ot of communication with his customers alert and active where this operative cooperative co attitude Is maintained and kept working prosperity can not be tar far away deseret news |