Show 11 A shrewd and careful lHer merchants chads of judging of the financial reliability OF HIS 1118 CUSTOMERS the local Now newspaper as a faithful barometer neter OF OP THE OK olt ENERGY of the merchants of every town and city A plan which gives satisfaction in every Int Ine tance I 1 it is related nays says lie the california Coi ornia grocer and owner that a gentleman on entering the private office of a large wholesale wholes ilo establishment in ili one of the middle states was at the largo large number of newspapers which lie row aam scattered about wany of them country papers of little merit w m aich he be supposed could bo be of no interest to tho the marchanti mer chanti on expressing hie is the tile head of the firm an sw erad wo always subscribe for the leading paper in the city or village in which any of our custo customers reside wo we study the advertising col u in is I 1 0 of I 1 t cheso 11 eso I 1 papers knitli the utmost care if wo we find that our custo customer meris is a advertiser and that hie ilia advertisements verti i aro are prepared in a careful andja and judicious decious manner me w conclude that lie ie is doing a good goad business and that we can place our confidence in him our business with hira him ia is conducted accordingly if on the other hand hom however ever N e ful fail to fand his advertisement verti or if it is prepared in a careless and unattractive manner ve we take care not to carry libin for any large amount aal ami igwe can con conveniently veril ref refue tito ili patronage p altogether we do so it if v me find that ho lie Is ad verti eing in other a than tile loading idding one lacause it is cheaper to 0 do io RO so or that TI ho 0 is its depending upon other c cheap methods of advertis advertising hug me know that hie his judgment and bus incAs sagacity a are not to be relied upon an im 1 wo 0 keep a close watch upon him we leave lave followed this rule for a long dime and m ti seldom make a mistake by j f edg ili ins our customers cus tomera in accordance with it ity by closely watching the alter colu columns of the th local paper a we determine eliere to give credit and N where here not to give it and we me seldom meet with a heavy loss through the failure of cu customers joiners N who ho are indebted to us this story continue continues our contemporary illustrates one of the many benefits of judicious advertising not the business bu community alone but the general public as well ell forms fornis its opinion ot the standing and pro of a firm by its methods of advertising bothin nothing ia is moro natural than for a stranger coming for the first time into a city to look over lie the advertising columns column iq of if tho the leading newspaper it if lie bees sees an attractive and well arranged advertisement occupy ing a good space ho concludes that tho firm ta to which it belongs is ono one ot of tho the leading aling le ones of tho the city and I 1 eliat it I 1 lii a one with will which to I 1 have del dealings dealin edings gt such impress impressions tons are usually lasting and they are seldom NN ro rong n 9 further llian than this the presence of tile advertisement of a it firm in a res hect able is i to a certain orent fent an ot of that firm e |