The Brookings register. [volume] (Brookings, Brookings County, S.D.) 1903-1971, 1905-11-09
The Way They DO II.

I way ''Sy Nv
The mail order house will take a
well-known brand of shotgun, say
the Smith Hammerless, and offer 1t at
SIS. This gun they describe with a
few lines and send a small cut or pic
ture of it.
Next page they will use a large cut
of their W brand of gun, and what
they do not say about this gun is not
worth saying. This wonderful gun
they price at 1887, and according to
description this gun is worth a great
deal more.
The reader orders the 1887 gun, on
which the supply house makes a profit
of so per cent, while if he had ordered
the $25 gun they would not have made
5 per cent. But listing a w~ell-known
brand at a cheap price establishes con-
fidence and helps them gain their point
to sell their own brand at a big profit.
1t would set city people wild if these
supply houses actually had values with
style and quality. They would not need
to leave their own large cities to sell
at the prices they quote, as the city
people would go wild over the bar
gains. But with style and value lack
ing they dare not snow their goods in
the city where the prospective GUS
toner would have the opportunity for
comparison, but by cleverly wOrded
and exaggerated description they make
the country people believe they are
offering more desirable wares than the
country merchant keeps at a less
price. and having no opportunity for
comparison before buying, many peo-
pie are actually duped.
Bats of Leaders.
We know it is a fact that many ar
ticles are priced in these catalogues
cheaper than o can find them in
your home stores. Have gu ever
thought of the reason W tuat is? Il
is not because he canhoC get these
goods and sell them to you at just as
low prices, but it is because he is
afraid to sell you articles that have no
merit and because you can reach him
daily and expect him to make it good.
You expect to get goods of satisfac-
tory quality or he may lose your trade.
He is your personal friend and is afraid
to sell you goods he cannot recon-
mend. If he had never seen you MOI
expected to, and is several hundred
miles away and could get the money
first. he would be in a different posi-
ton.
Remember we don't want to say that
you cant get good goods from these
concerns, for we know that you can,
but these better grades cost you as
much and more than they do at home.
with the exception of a few bats and
leaders.
There is still one more thing to bear
in mind and which We think a serious
one. Surprising the mail order houses
could sell goods cheaper and every
body would order their goods from
them-the local stores would soon be
no more and you would then be oblig-
ed to send for everything. Remember
a store cannot be kept up with the
small purchases if the money is SEM
away for the big things. You have then
succeeded in running your home trade
and you have helped to build up an
enormous corporation in some far
away city. Your home consumption
and market would decrease, the value
of your farms and houses. would be-
come less valuable, for you we'll know
if a town goes back the value of it and
it's surroundings decrease. Sending
your money away you get nothing but
the goods: spending it at home it
will come back to you in better towns,
better stores, better schools, better
churches and better social advan-
tages.
Home Industries,
Is not the building up of your small
town more to you than the building up
of some faraway city? Is it not a fact
that if our town had 5000 population
instead of 1000 it would be better for
us all? Would there not be much
mor employment; would not these
people consume more products and
consequently make a better market;
would not the small homes with one
lot be doubled in value and every farm
within a radius of ten miles be worth
SO to $50 an acre more? Therefore is
it only a good thing for the merchant
or tradesman if you buy of him? Is
it not just as good a thing for you?
Another thing. You probably have
a family and some time one of your
sons may think Of going into business
for himself. Where is there a chance
for the young man with a limited cap
ital to eve become a merchant when
the people send their money to build
up these gigantic corporations to COM
pete with your son or your sons SON.?
Home Interests First.
True citizenship is not all in rallying
around the 'Star-Spangled Banner of
our country and singing "Hail Column
bia." The spirit of true patriotism is
shown by the man who patronizes
home industry first, last and all the
time.
1t is quite amusing to read the
smooth talk used in catalogues to de-