Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1903-01-24
WHY THEY FAIL.

Cemeteries have no need to advertise,
but there are few business enterprises
Look around you and you will see that
it is the live, energetic up-to-date mer-
chant who advertises that is doing the
biggest business anywhere. The Wau-
kesha Dispatch puts it in an apt man
ner in the following, and what applies
in Waukesha is equally applicable in
other towns:
Waukesha business men complain
that there is too little spirit of loyalty
to home merchants on the part of the
citizens, and too much out of town
shopping. Granted it is true, but the
fault is largely with the merchants
themselves and simply because they |
fail to properly advertise their goods
and wares.
1t is a bitter humiliation to every cit |
jzen of Waukesha, and sadly discredits
the town, that the Milwaukee mer-
chants enjoy an extent of patronage in
Waukesha that compels them to main
tain local deliveries, but the humili-
alton will continue just so long as Wau-
kesha tradesmen lack the enterprise to
advertise their stocks.
Look over the local newspapers this |
week and note how few of the city's |
leading business houses are represent
ed in their columns, while page after
page of after-holiday bargains are to be
found in the Milwaukee papers, which
are too largely read in Waukesha, and
then stop wandering why Waukesha
residents do their shopping in Mil
waukee.
Trade goes largely where it is hidden,
aud the merchant sells the goods whoI
best advertises his stock.
There is not a Waukesha business
house that spent $500 the past year in
advertising, and there are not a half
dozen whose advertising expenditures
for the year together amounted to Sl.OOO
and still 800 will command a column
space for year in any paper published
| in Waukesha.
Yet Waukesha merchants wonder
and complain that SO many goods are
bought out of the city.
City loyalty is to be every way CON-
mended, but the spirit of local pride
that will compel home buying should be
encouraged by attractive advertising of
resident merchants in the home news
papers.
Advertising is as necessary for the
success of business as food and raiment
tor the body or spiritual nutrition for
the soul!
In this day and age buyers look to the
| advertising columns Of the newspapers
for pointers on advantageous shopping
and the merchant who does not realize
this fact had better get out OF trade!
A certain amount of business can be
done without advertising, just as some
people exc out miserable existence
without work, but rent and clerk hire
are comparatively fixed expenditures
whether few goods are sold or lucra-
tive business is done.
If competitors do not advertise the
better the opportunity of the merchant
who does. If business rivals patronize
the newspaper columns they enjoy an
undue advantage over the tradesman
who does not.
Advertising is necessary to business
success, whether merchants believe in
it or regard it as an unnecessary ex-
penditure.
The greatest tradesmen are the great
est advertisers!
There is not poor week in the year
to tell the public what you have got to
sell!
Newspaper advertising Is incompar-
ably the best and cheapest!
There is not poor paper in Amigo
to advertise in, and none better than
The Journal!
Advertise. encourage home buying |
and stop grumbling about out of town
shopping!
The merchant who does not advertise
lacks enterprise, and is deficient in the
home pride and local spirit he criticlses
in others!-Antigo Journal