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Show THE MAIL-ORDER HOUSE We think the home merchant never hart a more sincere or constant champion than we are. We have always al-ways and continuously advocated the patronage of the local merchant exclusively ex-clusively because we are quite certain cer-tain that the individual life and future fu-ture welfare of the community not only the town and the people who live in town but the whole community, com-munity, is bound , up in the fight of the home merchant against the mall-order mall-order house. There are times, however, when we' feel that we are taking a lot more interest in the issue than the merchants themselves are. Our interests in-terests are naturally bound up with theirs, but after all it is the merchants mer-chants themselves who have the mdst at stake and if they choose to ignore the Inroads of the mail-order houses, why should we worry? One little word tells the story of the successful suc-cessful methods of the mail-order linu-ei- advertising. Everlasting and continuous advertising expensive advertising. The sort of advertising advertis-ing that take3 no count of the cost fo long as the results are satisfactory; satisfac-tory; advertising that is difficult to prepare and expensive to distribute Still, in view of these things, and with the greatest advertising weapon in the world at their command, there are many merchants who will sit back and say '.'advertising don't do me any good," or "it don't pay in my business" or "they'll come in and buy from me anyway when they want anything I have," or "the ads cost too much money I can't afford it," or a thousand and one other excuses familiar fa-miliar to the man who solicits advertising adver-tising for the local papers. Don't pay? Man alive! Listen! If advertising did not pay every mailorder mail-order house In the l"nitel States would be in the receivers' handH in six months. Local merchants have the means at hand their local papers pa-pers of covering their trade territory terri-tory once a week with their message to their customers at one-tenth ye? one-twentieth of the proportionate cost to the mail-order people. Do they use that weapon? In many cares they do not. They prefer to sit back and say it don't pay, or thev can't afford it. Listen again! The local newspapers newspa-pers are just exactly what the home merchants make them no more, no less. It is the home merchants that must support them, and the home papers pa-pers are a strength and a support to the merchants in a thousand different wayB, or they are not just in the degree that the papers receive the support of the merchants. The newspaper is powerless or powerful Just as the merchants make it. There Is just one answer consistent consist-ent and persistent advertising. tit |
