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Show p . A DOLLAR DOWN I p " There died in the city of Chicago re- If cently a man who did more' hain to rural " and squall town merchants in his brief . span of yc's than all other men com bined. The papers credit him with being : the originator of the "send only one dol- 3 lar" mail order ads. His estate totalled milions and not a dollar of it came from j the pockets of those who lived in the same town with him. His field was the j small towns and the'pural districts of the i , United States, his traveling salesmen were newspapers and. magazines that make a specialty of carrying this "send only a dollar" class of advertising. I This man learned early in life that hu- p ' inanity wil buy anything under the sun if it looks cheap. He also found out that when people buy on the installment plan , they never stop to figure how much more i , expensive it is than buying for cash. And I . he also.knew that advertising will sell " goods when no other agency on earth can. !So ho started his "send only a dollar1' advertising, ad-vertising, and he piled up millions millions mil-lions that should have remained in the , - small towns and along the rural routes j . fro mwhence they came. Today the country is full of his follow- 5 ers. Every postoffice has its patrons of ; this class o advertising, and the worst feature of it all is, the number is increas- ing. All of the warnings issued by week- , ly newspapers against the practice of tak- - , ing chances on such ads seems to be going I for naught- There appears but one way t, to offset it to any extent. And that is f oir k the home merchant to tell his people, ev- t ery week, that he will and can sell them even better goods and they can make their own terms and be here where they can get satisfaction if the goods are not as represented. If a hair from a dog is good or the bite then fighting the 'dollar down" concerns with their own kind of ammunition ought to prove effective. We heartily invite Logan merchants, who are the real losers from such a catch-penny schomes to try it out and see how it wevks |
