The Utah County Democrat. [volume] (Provo City, Utah) 1898-1909, 1908-09-03
THE COUNTRY EDITOR
RETAILERS OWE HIM HEARTIER
SUPPORT.
GIVES MUCH AND GETS LITTLE
In Failing TO PstronIxe Advertising
Columns Of Local Paper the mor-
chant Helps XIII. Goose That
Lays the Golden Egg.

Wesley A. Stanger. editor Of the
once Outfitter. Chicago, recently
made an address before body OF re-
tailers in which he called attention to
the value of the local newspaper. He
said In part:
The local newspaper is the greatest
thing the retailer has II he will use Il
right. but large proportion are too
prone to believe that the editor will
take care OF their interests whether
they look after his OF not. This is
wrong. II merchants. as class.
would only take advantage OF the op-
portunlties that the local newspapers
afford them, they would reap rewards
far beyond their fondest dream.
While self.preservatlon is tho first
law OF nature, editors OF local papers
have habit OF letting self-interests
go TO the limit when II comes 10
question OF serving the community.
For this they are entitled to recogni-
ton. which they rarely receive.
No doubt the retailers have encour-
aged 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 announcement that counts7
How often have they neglected to use
his columns. thinking that they we're
clever in III In falling to patronize
him they have too often killed the
goose that laid the golden egg
You must get behind your local edi-
tor and push for all you are worth.
He gives you two dollars back for
every dollar you invest with him. He
furnishes for you al his own expense
one OF the biggest assets you possess:
the medium through which 10 let the
people know what you have TO sell.
within recent years the mail,order
proposition has been somewhat both
ersome The editors OF the country
papers have done more than all other
er influences combined 10 win bust
ness back into normal channels and 10
reconvert the farmer TO the logical be-
lief In home trading.
The country editor refuses TO take
profits from your enemy, when the
enemy will pay him more than you
will. 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 il
to the distant one. and detailing the
advantages OF buying at home.
DO not let II be said in your com.
| - 4 -
work 90 unappreciated. Use his pa.
per. Make him prosperous and your
self rich doing It. II you have foolish
ideas about the non-productiyenes Of
newspaper advertising, throw them OF
and try II out. One try will prove
nothing, but the constant use OF the
pepper in an intelligent manner will
produce the results.
The best friend any business mar
In the world has. next TO his wife, Il
the local newspaper. and II he doesn'
get full value for this friendship II Il
his fault, not the editors. The edI
tor of the average so-called countr.
paper has done more To upbuild hi
town and the retailers in II than al
other influences combined, aud II ais
follows that as an almost unbrokel
rule he Is the least appreciated persol
In his community.
In conclusion Mr.. stanger said tina
the country newspaper man does nc
ask for charity. but stands ready I
repay the merchant 500 per cent. o
every dollar properly spent in adve
tleing.