Evening journal., 1907-05-10
ADVERTISE TO
KEEP TRADE HERE
Clement II. LippinCOtt Sug.
gestS Solution TO Board Of
Trade Committee
LET THE SHOPPERS KNOW

LEI tIlL SHUHPEk9 hNUH
Advertising is the magnet to keep
business. az homie and discouraged the
practice ~ Niihngtonians going to.
Philadelphia 10 shop. according 10
Clement II. Lippincott. advertising
manager Of the big department store
OF Lippincott and Company. He told
merchants of this city so at a meeting
called by the Board of Trade come
mittee last night, ana said advertising
by local business houses would do
much 10 keep at home considerable
money now spent annually by VIII
mingtonlans in the Quaker city.
Those present were greatly Interested,
as Mr. Lippncott spoke from the eX-
perience that advertising pays
At the last meeting of the Board OF
Trade. President Maclean appointed
John J. Roskob. John 5. Rossell and
Charles +. Rudolph to discuss at the
next meeting of the board the subject
"By Buying in Wilmington You Help
the CITY and Help YOURSELF The
committee called a special meeting
last night to which the merchants
were invited. Several were present
Let the People Know.
The subject was discussed in a gem
eral way by several persons. ane
finally Mr.. Lippincott observed;
Gentlemen. this is all very well. but
YOU have not hit the bulls-eye. What
IS needed is for merchants 10 advertise
enough to let people OF this city know
what is to be found in local stores.
when a dealer purchases new
stock and fails to let the consumer
know about Il the blame for the loss
of such amount Of money to the city,
as have been stated, lies wholly with
the merchant himself" said Mr.. Lip
pincott. "The people have no way
of knowing what can be had here be-
cause they are not informed. When
they don't see goods advertised theY
naturally take it for granted that the
dealers do not keep such things IN the
store. and therefore viii so Philadel-
phia. where they know the stores do
have them, for they see just what
they want. displayed in that store 3
advertisements
MIR. Lippincott told the business men
present that the rates with the news
papers Of Wilmington 'were extremely
reasonable compared with what tho
Philadelphia papers charge, yet many
of the merchants Of that city know the
value Of advertising and do II. IL
was polnted out that all kinds of
schenes s@qd he trieq 20 hold me
trade in Wilmington, but hrst OF an
the consumer must be informed OF
what he can. secure in this city.
Mr.. Lippincott referred to the local
newspapers and pointed ept that while
Philadelphia business ltsuses are using
advertising columns in Wilmington
newspapers, many local merchants do
not have line Of advertising Of their
wares, yet expect 10 compete with the
Philadelphia stores.
Mr.. Rossell Agrees.
John s. Rossen agreed with AIr.
Lipphicmt He declared that tbs
merchant must make known TO the
people what he has for sale by his
advertisements. The dealer must go
to the people first and say TO them
that what they need they. have for
sale. The prospective purchaser will
then come to the store 10 see the goods
and shopping will then be promoted.
Mr.. Rossen thought further there
was no reason why the merchants
should not stand together and strive
for better things he declared that
there should be more civic pride and
a good spirit among the merchants.
one suggestion made was to tax tho
outside companies doing business here
the same as the local merchants are
taxed 1t was shown where outside
people came here, secured quarters
and used them as show rooms 10 In
duce people to purchase their goods
outside the city. These peoples Il was
claimed. pay no tax.
Mr.. Lawton. the china merchant, re-
marked that the State las an officer
10 collect such tax and called on every
merchant present 10 see that this Of
hcer was informed Of the presence
here of these out-of-town merchants.
Mr. I.awton advocated the establish
ment of a ferry service hatween Will
| mington and the towns along the
Jersey shore to secure the trade from
these places. He also thought some
thing should be done TO get good
trolley service through Pennsylvania
in the vicinity Of Kennett Square, so
that people Of that vicinity could come
to wilmington and do their purchas-
ing.
The merchants decided to appoint a
committee of three 10 act in coniunc-
ton with the special committee from
/ the Board Of Trade in trying TO solve
the question.