Evening journal., 1907-06-07

in Wilmington there are many
women, and men, too with fun pocket
books, and the merchant when buying
his supplies should not overlook the
fact that their tastes may be different
from his. When the goods arrive, ad-
vertise them. Good advertising IS
merely giving proper information about
the goods that a store has TO SELL
Information that win enable the people
10 shop intellgentiy. Advertise them.
every day, and not spasmodically-
spasmodic advertising has been PROV
en- to be money losing venture. Be-
sides the man or woman who is in need
Of the very goods that You have and
want to sell, may look for your adj
vertisemcnt the very day that Il Is
left out OF the paper. but he may find
your competitors advertisement de-
scrbing items that may answer his
purpose.
III you want to keep trade at home.
give your customers a square deal
strive to get the people TO your store.
see the goods, note their reasonable
prices, and give you a chance to ex-
plain their merits. and show them
that you are giving them the best vail
uos obtainable for the money. Your
ads should consist Of nothing but
facts and ngures-facts backed by fig
ures or figures backed by facts are
always a good drawing card BE sim
cere. Talk in your advertisements lika
you would were you face to face with
your customer. The effective ad. must
be seasonable and timely.
Report of Committee
Mr.. Llppincotrs words we're heartily
applauded and were commented on
favorably by every one present "1f
we had a few more men like Lippln-
cott," remarked a member present,
"the merchants of the city would be
better off,"
At n previous meeting of the Board
Of Trade a special. committee was ap-
pointed by the chair to wrestle with
the problem Of why Wilmingtonians
should go abroad to purchase when
just as good goods could be obtained
In local stores as elsewhere. This
committee consisted Of John J. RaslSob,
John S. Rossell and Charles A. Ru.
dolph The committee has worked
hard along this line and last night
made its report through it's chairman,
Mr. Raskob 1t follows:
1.-THE special committee appointed by
you to prove the truth Of the assertion,
that you benefit yourself and your
city by buying IN Wilmington, beg to
report. as follows:
1T took the committee but short
time TO satisfy themselves Of the fact
a
city by buying in Washington. The
extent of the benefit derived. we meas
ure as follows:
co. on fll articles not manufactured
in Wilmington, the benefit equals the
profit on said articles, plus the profits
made bH draymep and others in trans
porting the said goods from the rail
roads and wharves 10 The stores.
.r"2. On goods manufactured in VIII
mington. the profit includes all Of the
above. plus the profits Of the manu-
facturer. who IN turn benefits our city
by giving employment to its citizens.
"In addition to the above we must
not lose sight OF the fact that the
handling Of all commodities means the
employment OF help and the greater
the quantity OF commodities handled,
the greater the amount of help is need
ed. so that by increasing the volume
Of business done IN our city, we must
necessarily increase the number Of
positions, thus benehting directly the
whole community
"Your committee found that their
work did not end by proving such a
self-evident fact. but that from the in
formation submitted ir is Of the high
est Importance that something be done
TO bring the people and the merchants
Of our city i'm closer touch.
with this in mind. therefore, we
would suggest that the Eoard Of Trade
take the following action:
First, Impress upon the merchants
of Wilmington, through the Mercantile
Committee. A-To endeavor to al
ways keep a complete line of all grades
of stock which they ars naturally sup
posed to handle. B-Charge one price
for everything, no matter TO whom
sold. C-To endeavor to satisfy every
purchaser, always remembering that
the money spent belongs to and IS be-
ing spent by the purchaser, and that
it is better to suffer a little than to
drive teh customer away dissatisfied
Second, We recommend that the
Board Of Trade appoint an assistant
secretary at a salary commensurate
with the duties involved to establish
an office in our city with both tele-
phones 10 receive complaints from the
citizens OF Wilmington as regards
their inability TO secure goods required
or TO receive proper attention. The
secretary to make a record Of all COM
plants received, thus being able TO
notify our merchants. A-As TO the
extent Of the demand for goods not
carried by them. B-As TO lack of
proper attention C-And an other
data which would be Of value TO the
merchants I'm determining the wants
of our citizens DIN addition to
the above. the assistant secretary
would send out attractive circulars
keeping constantly before the people
Of Wilmington the benefits derived by
patronlzing home merchants. and. IL
necessary. institute a league. an menu
hers of which would pledge themselves
and families TO purchase all their re-
qurements whenever possible in VIII
mington for a period Of, say six
months.
"1n short. the assistant secretary of
the Board of Trade would stand be-
tween our merchants ana the consum-
ing public. A good, live. wide-awake
and active man could do much toward
improving conditions existing to-day.
Third. Let the people know what