Bismarck daily tribune. [volume] (Bismarck, Dakota [N.D.]) 1881-1916, 1907-04-07

enough to be the effective means for
presenting those arguments against
i trading with retail mail order houses
which lack force when expressed by
/ the retailer himself.
The Editors White Space His Goods.
Quit once for all your efforts to pat
ronize the local editor. Bring your
self to look upon his white space as
the goods he has to sell, the value Of
which you yourself can determine by
your efforts to make good use of it. II
Convince the editor that you and
your fellow merchants are looking to
him to produce good paper which
the people OF the neighborhood will
want hard enough to take and pay
| for it. ,S 4
| Show him that you appreciate all
efforts he puts forth to make his that
kind of paper. Help him to get as
much Of the local news as possible
Help him to increase his circulation
for example, by giving a years sub
scription to his paper as premium
with cash purchases to specified
amount.
II you have no paper in your own
town, earn the friendship Of the edi-
tors Of the local papers that do circu-
late among those who are or should:
be customers of yours.
For example. you could make it a
duty Of one of your clerks to act as
papers agent in and correspondent
from your nueighb orhood, and thus
put its editor under such Obligations
to you as would make him eager to
help you in your fight against the re-.
tail mail order houses.
az An Influential Means. mr.
IN thus helping your local editor, do
not let yourself think that you are
playing the part Of good Samaritan
to him It may be that he has de-
clined more than one offer Of advertis-
ing from retail mail order houses. a,,y
one Of which would have brought him
more than all the merchants ia town
pay him IN months and with more
or less grumbling at that. III
Think of him only as an influential
means through which to large num.
Der Of your customers you can have
expressed facts and opinions 81 benefit
to you. but which would lack weight
coming from yourself.
For your own sake do all you can %
build np-as near to You as possible
local paper Of wide circulation and
great influence.
And then be "on the right side, of
It's editor to the extent that win EN-
able you to secure publication OF SUCH
reading matter as follows:
One WayThe country business
man is rapidly coming to the conclu-
sion that the best way to meet the
competition Of the city merchant and
catalogue houses Is to fight them with
their own weapons. The day when 4
man can put in a stock Of goods and
sit down and walt for business is past.
He has to hustle for 1t ana advertise
his goods in order that people know
that he has what they want. The
News this week turned out fifteen
i thousand circulars printed on both
sides for one 81 our local firms, and
1 these circulars were used to advertise
i simply two articles on which the arm
4 makes q special effort. This same
h firm has built up an immense business
/ OF late and it has been done by sys
4 tematic and judicious advertising
1 They advertise in and out Of seasor
Il and as result they never have 4 dull
spell When things quiet down !
trife they advertise little more AMI
N this way keep things moving ii
3 the time"