Morris tribune., 1908-08-15
Advertising Good Investment.

II
Wesley A. Stranger, editor Of the
Office Outfiter, 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 if he will use it
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. If merchants, as class,
would only take advantage of the
opportunities that the local newspap-
ers afford them, they would reap re-
wards far beyond their fondest dream.
While self preservation is the first
law of nature, editors of local papers
have habit of letting self interests
60 to the limit when it comes to
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 encouragement that counts?
How often have they neglected to use
his columns, thinking that they were
clever in it? In failing 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 at his own expense
one of the biggest assets you possess;
the medium through which to let the
people know what you have to sell.
Within the recent years the mail order
proposition has been somewhat both
ersome. The editors of the country
papers have done more than all other
influences combined to win business
back into normal channels and to re-
convert 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 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 your EDITORS
work go unappreciated. Use his pap
err. Make him prosperous and your
self rich doing it. If you have foolish
ideas about the non productiveness of
newspaper advertising throw them
off and try it out. One try will prove
nothing, but the constant use of the
paper is an intelligent manner will
produce the results.
The best friend any business man in
the world has, next to his wife, is the
local newspaper, and if he doesn't get
full value for his friendship it is his
fault, not the EDITORS. The editor of
the average SO called country paper
has done more to upbuild his town and
the retailers in it than all other influ-
ences combined, and it also follows
that as an almost unbroken rule he is
the least appreciated person in his
community.
In conclusion Mr.. Stranger said that
the country newspaper man does not
ask for charity, but stands ready to
repay the merchant 500 per cent on
every dollar properly spent in adver-
Using.