Bismarck daily tribune. [volume] (Bismarck, Dakota [N.D.]) 1881-1916, 1907-07-28
MAIL ORDER HOUSES
HOW 70 PUT THESE ENTER
PRlsEs OUT OF Rusl-
NESS.
THE GRAND FORKS PRESS SAYS
THE SECRET LIES I'm
ADVERTISING.

comes from Chicago to the effect that
the retail merchants of the country
are up in arms against the mail order.
houses of the country.
Somewhere in the report there is
something said about putting the mail
order houses of the country out of bus
mess. @ sS s
Saying so, and doing so are two diff
fcrent things.
The mail order houses of the coun-
try as they tod ~ are the result of one
OF the most rhenominal growths in
the history OF th:s country. Only a
few decades ago no enc knew what a
mail order house looked like Today
every large city has a mail order
house, and it is very apparent that all
of them are doing flourishing bus
mess. You hear Ct 40 mail order
houses going bankrupt. =
The question then is: How did
these enormous mail order businesses
grow 2? sas, = :.
One little word will furnish the re-
ply: 81
Advertising. !
How does the person in your town
know there is such a thing as a mail
order use.-Because the mail order
houses advertise their presence on
earth. e. 49,.
How do the people get the idea into
their heads that the mail order houses
give them better bargains than the
home merchants? -
| Because they see it in the adver-
tisements of the mail order houses.
Without advertising, and plenty Of it,
the mail order houses would not last
two months.
And yet there are business men in
the small towns-we'll venture to
state that were delegates to that great
meeting of retail merchants in Chi
caga-Who do not advertise at all.
Hundreds Of them-yes thousands
of them do not, advertise enough to
keep the people in touch with their
telephone number. "a
Many Of them think they are con-
Quoting a great charitable institution
when they advertise. ~ t'.5 E.
On the other hand the mail order
houses are forced into using the much
more expensive method of adyertis-
ing thru the mails. @
Newspapers refuse to except their
advertisements, for if they did except
them, every merchant in the town
would quit advertising 1.-The paper
would be boycoted.
The mail order houses would be
tickled to death to pay the newspapers
twice the prices paid by local adver-
Users if they could only buy space
in the newspapers, for it would save
them thousands of dollars year in
advertising
Usually those who ask the news
paper man to roast the mail order
houses and the people who patron
ize are just the ones what do not pat
tronize their home newspaper
There is only one way that mail
order houses can be put out of bust
ness, and that is for local merchants
to advertise.
There isn't mail order house do
| ing business with people in this city
that doesn't spend more money ad.
vertising in Grand Forks than any sin.
gle business house here, with the DOS
sfble exception of one or two houses
that are themselves engaged in bust.
ness that necesitates their using the
| mails.
| The mail order houses would net
continue advertising ifsit. did not pay
The only way to fight the. mail order
| houses is to use the same medicine
they use. .s.s
The mail order houses don't stand
around roasting the little retailers
They are two busy to do that.
Retail merchants should do like
/ wise.
The mail order houses do not
give better bargains than the local
retailers; they advertise that they do
and the people believe them.
It the retailer will advertise. and
show that the mail order houses arc
not giving better bargains, the people
| will do bushes at home.
| And the retailers have an immense
advantage over the mail order houses
for the retail dealer can advertise In
the newspapers at less than one quar-
ter Of what 1t costs the mail order
houses to advertise thru the mails
4 That's the way to put mail order
houses out Of business.
LAND FOR SALE OR TO RENT.
Il Jf y0iy yySa11 IN, so1I vans. 1.,,,s ts.4 ~