Bismarck daily tribune. [volume] (Bismarck, Dakota [N.D.]) 1881-1916, 1907-04-07
From Maxwell's t alisnan

! The time will come when they vii
both see it, and when the whole people
of the country will see it.
1 In the meantime, everything thai
can be done ought to be done to slim
lulate the country merchant to work
along right lines to protect his trade
and to stimulate the wholesale mer
chant along right lines to effective
cooperation with the country mer
chant. si;s.
j Among all the influences which the
/ country merchant could bring to his
aid, one could be more effective than
i the country newspaper. The influence
of the local paper in rural communi
ties is one potent with large possibili
! ties for good in every direction. The
local editor, to a large extent, should
4 be enlisted by the local merchant in
his campaign for trade protection, by
making the local editor not only a
i missionary in the cause, but a link to
bind the community together in one
great bond of interviewer interests,
and an avenue through which the
country merchant would keep con,
stantly in touch with his customers as
a medium for the advertisement of his
4 wares. NE
1 This point has been most clearly
brought out in book issued by the
lgreat wholesale firm of Butler Broth
Eers, which has its branches in New
York, Chicago and st. Louis. The
book is entitled: aThe Retail Mail Or
der Problem: Help for the Retailer
Disposed to Help Himself, Z D.
We append to this article quota
ton from the book and commend it
to the most careful consideration of
every local editor and every local
merchant in every town in the United
States.
Extract from aThe Retail Mail Or
der Problem: Help for the Retailer
Disposed to Help Himself. = Copy
righted, 1906, and published by But
Ter Brothers, New York, Chicago, st.
Louis. page 81, Chapter 19.)
| The Value of Good Local Paper.
In fighting retail mail order house
competition, editors of local papers
bartender exceedingly valuable help
and the merchant who fails to make a
warm friend of the local editor is neg
lecting one Of his important adyan-
tages.
To make the local editor friend of
yours, probably the necessary first
step is to stop treating him as q
something that must be maintained
IN order to uphold the dignity 81 the
town.
OF course, the editors themselves
are largely to blame for the general
impression that the chief value Of d
local paper Is an evidence that the
town is fully up to date.
And of conrse MANY 4 loca, ed;to,
1 by his attitude il annroach,np mar !
i chants Ancourares 5,,an, & traat hin
more a. an o,,iect a. c,,ar,tv t,,a,, ! q, q !.
4 fellow business man S.
BIT entirety anart FINN it's va,,,a i,
| an advertising n,etiinn, CONS lar Il,
4 usefulness of the loca, ,,aner, n rre
i senting arguments witch canin,
4 from Won. are surt, ia II, more ~ Loo
| discounted al tI,a ,,tterances II a.
Il whose interests ara At stake ,|
Whatever Won 81 its editor ma,
Il think Of your present local naner-..
!. realize that, il good that naner 1vonI,
be d most valuable ala il I 1 1 q
tail mail order I,ouse competition
Then proceeS to do ali Won can !
make your local paner ali II sto,,ld Il
one reason so many merchants u
that advertising ID local papera tIoe
not nav il because t,av s tha,,,,,,s a,,,o
!. make small EFFORT to use their on