The Emmett index. [volume] (Emmett, Idaho) 1893-1925, 1900-07-13

he is merely a medium between the
sales counters and public audience Of
thousands Of readers. After while
he may become interested enough TO
say. Il believe in judicious advertis-
ing" Then the advertising man knows
that his yis-a-vis never advertised in
his life, knows nothing about IT, and /
he realizes that he is up against an /
iceberg. He has perhaps felt when he |
entered that particular store that the |
atmosphere was frozen hard. He had |
already sized up the merchant sitting |
at his desk. and from the cut of his |
jib, thought there was nothing in him. |
His impressions had not been favor
able the first dash out of the box and
first impressions are most always good
ones. He wonders if he can ever thaw
this merchant out, and somehow wish
rs he hadn't walked a dozen blocks
out of his way to see this man. but had
instead gone to the lunch he missed.
Then he begins to get hot under the
collar. but he won't show 1t, and he
goes for the merchant red-handed.
knowing he is offering a good thing.
You put these price tags on your
goods to attract attention, don't youE
he asks of the merchant. "Of course.
where should l put them. in the back
yardY' he answered. The advertising
man thinks this reply a little rough;
still it wasn't much rougher than the
question, for couldn't he see that the
cards were there for no other purposet
fright where they are, he says. that
Is the proper thing to do. There are
merchants who get price cards on the
/ brain and don't stop to think that no.
body sees them unless they happen to
come into the store. They forget that
the shopper at her home. tie banker
at his desk, or the wOrkingman at his
freside. smoking his pipe, is reading
one of the daily papers and not worry
ing about price cards. They are good
advertisement after you have attracted
your buyer into your store but they
are not gilt-edged magnets to get peo-
pie to come i'll. Great guns. the way
to make money is to get people to come
into your place. isn't it:'
Yes" says the merchant. but my
neighbor SO-and-sO on the corner. anC
So-and-so next door. take whole page
in the papers. They attract the PEG
Die to this street, and when they ge
here. they see my bargains. and | &c
the trade without spending money il
The newspapers"
b Now here was a merchant who clear
" kept his eye on the main chance. B.
q his own words, he was getting hi
; trade at the expense of his neighbor.
But was he getting it!
He had started in business about tn
same time as either of his neghbOr
p and on the same scale. There was n
e evidence that during his ten years
career. he had added one inch of foo
[ or counter space. His work was be
5 ginning to sprinkle his hair with era
threads. and he looked like man VIII
+. aked out an annual profit about ecu;
l. % a tirst-class head-Salesman's salar
Sc II either of his neighbours store
v Somehow the advertising man wa
iisgusted because this merchaI
s wouldn't get sOciahle. and because L
5 talked in that strain. He knew he Ia
II 1 good proposition TO offer, and
e knew he could help that merchant buil
/ 10 a fine trade, bur he felt discou
d aged at sowing the advertising SET
ie On such barren ground. While
y would have liked to take that me
sc chants contract for 2J.OOO lines. know
Il ing that his newspaper would be
y great benefit to him. he felt that h
lie paper could get along without it if Il
+ merchant could.
They talked and talked-that is. d
advertising man did-and then he 81
e he would have to go. that he won
D. hrop in TO see him. OF course THAI w
sarcasm. If he were TO go past tn
N store every day for year. he wouldI
rs irop in TO see him. and very likely I'll
y merchant wouldn't miss him. b
10 ,ome day the merchant would begin
III SEE that the neighbOrs' pages OF adv,
~ Using didn't attract trade anywhe
lie out where IL belonged: and that 81
TO- more buildings were being demolish
IT. 70 make more room for his neighbo
'et Increasing trade. Then he would
ol Yin to hump himself, and the words
ne he advertising man would come ba
% him. Then he would thaw out a
III strive to get into the bandwagOn Ia
g and fast along side his prosperC
ne neighbors. and the advertising N
would be vindicated.
'el Don't you think so?
TX Silence is not always golden and
'sv merchant who thinks So, and does
'.u herald his goods in printers ink
70 dense. He can't be a hermit and CO
u pete with his neighbors. No mat
ny Mhat his line Of goods. he can sell m
~, Of them if he advertises.-San Di,