New Ulm review. (New Ulm, Brown County, Minn.) 1892-1961, 1903-02-11
They Don't Advertise.
Merchants Who Rely on Established Re-
putations to Pull Trade.
rom Dubuque Register.

There was large number of farmers
10 the city Wednesday. The fine weather
nn1 condition of the roads were partial
Iy responsible for their appearance in.
such large numbers. A little enterprise
on the part Of our merchants in the way
of advertising in the Register special
bargains for Saturday would make that
day busy and presperous>one for them
and aid our city il general. The farmer
is like any Que else-he goes where the
bargains are offered, and to find them he
scans the advertising columns of the
paper. He, like his city brother, re-
cognizes the fact that there is no, sentl-
ment in business. So accordingly, when
he finds no inducements offered by hls
local merchant, he goes to his competitor
who advertises the. advantages to be
derived from trading at his store. This
IS also true as regards the city patron,
and we only mention the farmer as proof
! that he is like the city customer and
just as anxious to drive as good bar
gam. He knows the man who advertises
is anxious for his trade; that he does not
seek it on the score of friendship, but
as Il pure business proposition which
will save him money. This alone is
sufficient answer to reason advanced
10y a merchant Of this city who, when
solicited for space by our advertising
representative, stated that he was so we'll
known, having been in business so long,
that advertihg was unnecessary. In other
words, antiquity and old established re-
putation for honest business methods
without advertising are insuperable barri-
ers against the lnroads Of Che modern
house which advertises its goods and
prices and also by honest business deal
ing lives up to itsadvertisiDg promises as
regards quality aud prices. The bene-
fits derived from advertising refute this
argument and indicate Enthusiastically the
sentiment of the public, with whom it is
not question how long certain mer-
chant has been in business, but the quail
| ty and prices of his wares. So, too, with
the newspaperit is not the man, bu,
his goods and prices that are sought to
be advertised. Wanamaker is one Of tile
pioneer merchants of the country, vet
his annual advertising expense reaches
the million mark, and he is only type
| of the progressive merchant.
/ A newspapers advertising column.
are accepted everywhere by the outside
business and professional world as al
| index to the business status of the towr
/ in which the paper is published as vel
as of the hustle and enterprise Of it
merchants. Can our citizens boast O.
feel proud of the showing our advertising
columns make or the judgment they in
yite in this repects
The modern merchant regards his ad
!, yer,ising bill as legitimate element Q
his expense, just as necessary as the ex
pense Of clerk hire, light, ETC., and doe
not. as the advertiser claims, max
you pay more for his goods on that &C
count. He depends for his remuneratio1
on large sales and small profits, thu
turning his goods into money severa
times and keeping his stock always new
fresh and up to dato, while the nonad
/ vertiser depends on small sales and larg
profits and ls invariably chronic com
palmer about the citizens going out Q
town to trade. East Dubuque CHI
Register.
1 The federation breakfast which j
J looked forward to with SO much antici
| patton BY many women Of this state,
! to be held in st. Paul tomorrow.