Audubon Republican. [volume] (Audubon, Iowa) 1894-1925, 1900-02-01
j. r. RusseII's Store.

ing for the past two or three weeks on
the changes on the interior Of the
Russell store have nearly completed
their work. Within few days order
will again be established there, and with
the large increase of space Mr.. Rus
sell will be justly entitled to the claims
of having the largest and best arranged
exclusive dry goods store in western
Iowa outside OF the cities and towns
Of many times the size OF Audubon.
The gradual changes and processes by
which Mr.. Russell has attained to this
present enviable position, and the fact
that he has obtained it, deserve more
than passing notice.
AS was shown in the page advertise
ment Of Mr.. Russell in this paper last
week the original Russell store of which
this one is the successor, was established
by the present proprietor's father, G. B.
Russell, at Extra in 1872, before the town
Of Audubon was started. 1t was then
in pioneer frame building l6x36 feet
and was general merchandise store.
In 1880 Mr.. Russell moved to the
south side Of main street in Extra and
enlarged his building to 22x60 feet. In
1881 the store was moved to Audubon
where he had already established a store
theprevious year. Here frame building
22x40 was used and it was soon enlarged
to 22xS4. 1t was still a general store,
but in few years as the demands OF
the dry goods trade increased, groceries
were dropped, and then clothing, until
there was evolved the exclusive dry
goods establishment with it's kindred
lines. In 1888 their present brick build
ing 31xl00feet was erected. The second
floor was used as an opera house until
the present changes when both floors
are now used for the store.
The present proprietor, j. f. Russell,
was made partner in the business
several years ago and took the exclusive
proprietorship in 1894. He is an ex.
ample Of the successful and progressive
young business man. He is student OF
his business in every detail. He not
only is an expert in the lines OF knowledge
that relate to the many classes of goods
he handles, but he is student of human
nature. He studies people, his Gus
toners, and becomes acquainted with
their ways of thinking and their desires
as to trade and their needs. Few are
the details Of his business that have
escaped his close observation. He has
thus from year to year applied his best
thoughts and Industrious application to
his business and the results are apparent
today in his marked success.
One of the instruments extensively
used by Mr.. Russell in extending his
business has been newspaper advertis-
ing He early recognized that the good
buyers read the local papers, and that
they read the advertisement when the
advertiser has anything interesting to
say to them Concerning MIR. Russell
and his ways of advertising the Atlantic
Telegraph said of him few days ago:
The current issue of the Audubon
REPUBLICAN contaiains page advertise
ment of the dry goods firm of j. F. Rus
sell, of that city, which is interesting in
many particulars. Mr.. Russell is a
young man not yet forty years Of age.
lie now has fine store room in Audi
bon, and is about to occupy the second
floor of building, brick struc-
! ture 31x100 feet in size, the enlargement
being demanded by his increasing trade.
Mr.. Russell has always sold good goods,
and at reasonable profit only, but has
never been an adventurer in business
conduct. The secret of his success has
been his persistent advertising. We
| do not recall the time when We have
failed to find his announcement in the
Audubon county papers. He has his
advertisements set in particular styl
of type always. They are as peculiar
to him as though they were written let
tiers in which the reader could recog
nize his own hand writing. Always
alert to tell the public what he has for
sale, and for how much he would sell it,
Mr.. Russell has made for himself one of
the great successes of this part of the
state in the acknowledgement. There
are several Atlantic dealers who have
long ago learned the lesson which has
profted Mr.. Russell, and they are win
ming, but those who do not persistently
and intelligently advertise, are falling
short of the possibilities of their situa-
ton.
The changes made in the building con-
sist principally in the new stairway in
the rear of the lower room and new
cases and shelving up stairs. The stair
way is six feet broad and is easy Of
ascent. Half way up the stairs there is
landing and to the right is located the
office which is okla feet. The stairway
turns to the left The wood work is in
excellent taste and is attractive. On
landing up stairs the millinery depart
ment is to the left Besides millinery
muslin underware, mackintoshes, shirt
waists, cloaks, suits, wrappers and car
pets are among the lines that will be
handled up stairs. New fixtures, show
cases, etc will be added from time to
time as they are needed.
Notice.