Iowa County democrat. [volume] (Mineral Point, Wis.) 1877-1938, 1906-12-20
AN IMPORTANT SUBJECT.


The advertising columns of The
Democrat this week in measure in
dictate the business activity of Mineral
Point. Here are to be found stores
and stocks OF goods which compare
favorably with those TO be found In
much larger cities than ours. Here,
too, prices are AS low, and often lower,
than the same classes Of goods and
wares can be purchased for even in
places like Milwaukee and Chicago.
And yet ii is true that many people
send away for goods to the detriment
OF local dealers, and generally to the
detriment OF themselves. They read
in the city daiies the announcements
of mail order houses and are mislcd
thereby. The lesson Is, that local
merchants should use the columns OF
the home paper, not only during the
holiday season, but all the year
round, to advertise their goods and
hold the trade that rightfully belongs
to them. The publisher is frequently
requested to ''pitch in'' TO the mai
order houses and those who patronze
them. But TO our mind the far better
way Is for the home merchant to speak
plainly for himself and to show that
he can meet all Legitimate competition.
One writing on this subject says
cit is especially OF vital importance for
local business houses to wake 40 and protect
themselves against tho mall order evils. IL
would really be n surprise TO know how soon
thcy could put such opposition out OF buHl-
moss II they would share their part of the
HRht, When they succeeded In convincing
home trade AS thoy unquestlonnbly can
that better goods, moro reliable and substhn-
tIhl goods, cnn be purchased MT home mnrs
thnn the inferior, cheap, mnChino-mndo
wares turned out mainly by women, girls ana
boys, and uusklled pcrs0nsi that hn honest
comparison VIII convince anyone OF the de
ceit and downright injustice OF tho whole
traffic they Will divert trade 20 their own
counters and deliver the country or the most
stupendous imposition with which IL ever
was cursed. The light Is u mutual one with
the publisher and local business mnn, md
the business man N the main loser II he shirks
his plain duty In the struggle. Inc move
mont Ia fairly begun and tho hounds Of war
should be kept IN action til the enemy TX
routed"
The home merchant can In no better
way address the public than through |
the columns OF the local newspaper, |
The purpose of his advertisement
should be, not mainly TO give support
to the publisher; but, through the in
creased Grade secured thereby, to build
up his business and mako 1t easier TO
support himself and family. Every
professional and business man In
Mineral Point should mako liberal
use of the advertising columns Of the
Iowa County Democrat. 1t Is Is the
best advertising medium for them
that can be found. 1t Is read weekly
by over five thousand persons, very
many of whom transact their business
in Mineral Point. It's subscription
list shows gradual increase, and EN-
braces nearly all OF the residents Of
the city and patrons of the rural mail
routes leading out of it. The publish
ors exclude from the paper objection
able advertisements of every kind,
thereby making its columns more val
uablo to advertisers Of standing and
worth.