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Show PEOPLE CAN GET JUST WHAT THEY WANT Of late, the trend of newspaper advertising locally has been toward pointing out the benefits accruing from the buy-at-home movement. Milford merchants are bending every energy to promote this idea and the soundness of their arguments must be admitted without question. Of course, this does not mean that the element of outside competition should be done away with. It is up to Milford business men to see that, taking into consideration the elements of neighborly service, credit, and other earmarks of home town trading, they are able to successfully meet outside competition. compet-ition. This they are being able to do. With the help of local patronage they will be able to gradually add new lines of stock and to carry merchandise that can only be found in stores with a big turnover. The home town merchant must do right by his customers. custom-ers. Every suit of clothes bought here is an advertisement of a local store. A hundred times a day you are an eyeful to your friends, who notice your attire and appearance. This element influences the local clothier to render service. If your groceries are not up to your requirements, the store where you bought them is only a few blocks away, or your telephone is at your elbow. And it is up to your merchant to satisfy complaints. To the big town salesman, you are just a transient whom he may never see again, just a possible sale. Better shopping facilities are constantly provided by the help of your patronage. Which brings us around to say that your home town newspaper will always be bettered by the help of local patronage. We do not lay down on the job. That is our pledge, the same as that of store-keepers. We can take your orders for the ordinary run of printing just as easily as can the big shop. Like the smaller stores, we are not forced to the high overhead of the city establishments. establish-ments. A campaign of advertising in this newspaper will bring you beneficial results; it may begin to show results after the campaign is over, but the benefits come sometime. In your promulgation of the trading-at-home movement, move-ment, do not overlook the home town paper and its possibilities possibili-ties as an advertiser, as a medium of publicity for the town, as an endorser of civic development, and last but not least, as a news medium. Like the store-keeper, the newspaper does not not ask you to donate one cent. But if you want to see it render better the service for which is its only reason rea-son for existing, give it w'hole-hearted and one hundred per cent support. Readers can do this by being so thoughtful as to remind merchants that they saw their ad in the paper. |
