West Virginia argus. [volume] (Kingwood, W. Va.) 1877-1946, 1908-09-24
THE HOME PAPER
Retailers Should Make Liberal Use
OF lis Columns.
GIVES MUCH AND GETS LITTLE
In Failing 10 Patronize II the Merchant
Helps XIII Goese That Lays
the Golden Erg.

Wesley A. Stanger, editor of Tho
othoe Outtitter, Chicago, recently
made an address before a body OF
retailers in which he called attention
to the value OF the local newspap per.
He said IN part
The local newspaper is the create.
thing the retailer has il he will use /,
right but large proportion are too
prone to believe that the editor will
take care of their interests whether
they look after his or not. This is
wrong. IL merchants, as a class.
would only take advantage of the
opportunities that the local news.
papers afford them, they would reap
rewards far beyond their fondes,
dream.
While self-preservation is the frs,
law OF nature, editors Of local papers
have a habit OF letting self interests
go TO the limit when il comes TO n
question of serving the community.
For this they are entitled to recoe-
milton, which they rarely receive.
No doubt the retailers have ell
couraged them as far as sentiment
goes. They have undoubtedly said
that they approved Of the editors
methods and called him good boy, "
but in how many cases have they
fallen short in the real encourage
ment that counts2 How often have
they neglected to use his columns,
thinking that they were clever in t2
In falling to patronize him they have
too often killed the goose that laid
the golden egg.
You must get behind your local
editor and push for all you are
worth. He gives you two dollars
back for every dollar you invest with
him. He furnishes for you at his
own expense one Of the blgges, assets
you possess; the medium through
which to let the people know what
you have TO sell. Within recent
years the mail order proposition has
been somewhat bothersome. The
editors OF the country papers have
done more than all other innences
combined to win business back into
normal channels and TO reconvert
the farmer to the logical belief in
home trading.
The country editor refuses to take
profits from your enemy, when the
enemy will pay him more than you
VIII. He refuses to accept business
from the mail order store in the dis.
tant city, and even goes further by
telling how superior the local store
is to the distant one, and detailing
the advantages OF buying at home.
Do not let it be said in your com.
munity that you have let yo ur edi
tors work go unappreciated. Use
his paper. Make him prosperous
and yourself rich doing il. II you
have foolish ideas about the non.
productiyeness OF newspaper adver
tising, throw them off aud try IL out.
One try will prove nothing. but the
constant use OF the paper in an IN
telligent manner will produce the
results.
The best friend any business man
in The world has. next to his wife, IS
the local newspaper, aud il b: Il e.
not get full value for this friendship
II Is his fault, no the EDITORS. The
editor OF the average so called coun.
try paper has done more to upbulld
his town and the retailers in II than
all other influences combined, and
it also follows that as au almost un
broken rule he is the least sppre.
ciated person in his community.
In conclusion Mr. Stanger said
thatthe country newspaper man does
not ask for charity, but stands ready
% repay The merchant 500 per cent
on every dollar properly spent in