OCR Text |
Show I ' The Public And I" Advertising1. Among tho objections to advertising advertis-ing entertained by certain merchants tho following was encountered tho other day. One man said ho had no question that advertising was read. Ho thought that even it tho most at- tractlvo bargains aro announced by III , a homo merchant his own townspeo- H plo would not credit It. Distant MR things looked so much mora nttrac- II tlvo that they would hurry off to J sonio other city or send long dls-1 dls-1 tanccs to n mall order house, nidi ni-di though they fared no better for their jlfl ' tlmo and trouble. gf This point of view struck us ns D rather unusual, and Indicated a good m deal of pessimism about human na- ! turo. Aro people qulto so foolish as I that? I It seams incredible, in theso days of high prices, that people can for (nny length of timo ho cajoled or fooled Into neglecting their real In-U In-U terests. If a home store really has II tho goods, nt right prices, and will f H tell tho public about them, it should if got plenty of business. People aro iO not anxious to pay express charges llJ or railroad faro and walk long dls- JH tanccs for nothing. Tho troublo Is that tho local merchant mer-chant too often thinks that tho public knows all about what ho has without being told. I)ut If pcoplo get out of tho habit of trading nt a certain place, they really know very little of what a merchant has. Ho may bo a very good buyer, he may be an excellent judgo of values, val-ues, able to land goods In his homo town and place them on his counters at rates way below tho big city store which has heavy overhead charges to pay. But tho public is from Missouri. Mis-souri. It wants to bo "shown." If It Is not "shown," it goes to somo quarter where thero Is a disposition to get after business and give Information Infor-mation nbout stcsk. ! |