The Bennington evening banner. (Bennington, Vt.) 19??-1961, 1908-08-04
All subscriptions pay able In advance
subserIptIon Rates.
FRANK B. HOWE, Editor and Publisher


Wesley A. Stanger, editor of the
Office Outiitter, Chicago, recently
made an address before a body of
retailers in which he called attention
to the value of the local newspaper.
He said in part:
The local newspaper is the great
est 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 a class
would only take advantage of the
opportunities that the local news
papers afford them they would reap
rewards far beyond their fondest
dreams.
while self preservation is the first
law of nature, editors of local papers
have a habit of letting self interests
go to the limit when 1t comes to a
question of serving the community.
For this they are entitled TO recog
milton, which they rarely receive.
mo doubt the retailers have en-
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 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
editor and push for all you are worth
He gives you 81 back for every dollar
you invest with him He furnishes
for you at his own expense one Of the
biggest assets you posses, 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 influences
combined to win business back into
normal channels and to reconvert the
| farmers 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
/ 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
paper Make him prosperous anC
yourself rich doing It. II you have
foolish ideas about the nonproduct
LIKENESS of newspaper advertising
throw them off and try II Out. One
will prove nothing. If il is successful
so much the better, but the constant
use of the paper In an intelligent man
ner 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 this friendship II 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 al
other influences combined, and it also
follows that as an almost unbroker
rule he is the least appreciated person
in his community"
In conclusion Mr.. Stanger said thai
the country newspaper man does no
ask for charity, but stands ready t.
repay the merchant 500 per cent OF
every dollar properly spent in adyer
Using.