davidaulloa/AmericanStories huggingface dataset:
The diamond drill., 1908-06-27
Keen the Store Clean.

II is a welI-known fact that in manu-
featuring concerns clean surroundings
tend to a higher standard OF workman
ship among the employees. II this is
true OF a factory which Is usually
hidden away from the public gaze,
what must be the moral effect OF
clean surroundings In retail store
Wfl.h has 10 depend upon the public
for It's welfare7 II neatness In the
store and display window is attrac-
tive elegance must be decidedly allur-
inr. That this latter is a fact Is
proven by the elegant stores OF many
twentieth century dealers who have
taSen advantage OF the popular de-
mand Cor cheerful surroundings 70 in
corporate into their places OF business
tone OF elegance which would have
been the wonder OF tradesmen OF 30
Years ago, the majority or whom be
lieved that n store should consist OF a
few counters and shelves and a stock
~ goods. The growing tendency of
the time. especially in the cities y
one that demands modern methods.
and ia adopting these methods it is
bpt natural that the window should
receive the FIRST snare OF attention, us
f. IS q magnet. having power TO con
vert the Indifferent public into inter.
csted customers. What holds good in
the cities az to neatness aud clcanli.
ness. also holds good In the small
town The storek4eper whose place
IS untidy cannot expect 10 make a
great success Country people abhnr
dirt and sloyonly habits about a store
AZ do the city folk.
The diamond drill., 1908-06-27
MADE UP OF GREED.
Greed Of Mall Order Houses as In
terpreted by a Country Editor.

These commandments make up the
decalogue of the mail order house.
They were not written on stone by
Moses. but they are thoroughly under
stood and frequently bumped into by
anyone who deals with the catalogue
mail order concern, and thoroughly in
dicate the business side OF these con-
Germs:
1. You shall sell yonr farm produce
for cash wherever yeu can. but not to
as we do not buy from you.
2. You shall believe our statements
and buy all you need fsom us because
we want 20 be good 10 you. although
we are not acquainted with you.
3. You shall send In the money In
advance 10 give us chance TO get
tie goods from the factory with your
money, meanwhile you will have TO
wait patiently few weeks because
that Is our business method.
4. You shall buy your church bells
and interior church fixtures from us
and forward the money IN advance,
for that is our business method
5. You shall collect from the husi-
ness men in your vicinity as much
mones as You can for the benefit OF
your churches. Although we get more
money from you than they do, still II
ls against our rules 90 donate money
for building country churches
G. You shall buy your tools from
us aud he your own mechanic IN order
10 drive lhp mechanic from your yicin.
lty. for We wish % So
z You viii induce your neighbor
20 buy everything from as. as We have
room for more money
8. You shall often look at the beau
tlml pictures 70 our catalogue 50 your
wishes viii Increase and you Will send
IN big order. although you are not
in Immediate need OF the goods, 9th
erwise YOU might have some money
left 20 buy necessary goods from your
local merchants.
Q. You shall have the mechanics
that repair the goods you buy from
IA book the bill. so that you can send
the money for his labor 10 us for new
goods. otherwise he win not notice
our influence.
10. You shall believe as In prefer
cnce 10 your local dealers.
IL. You shall. In case Of accident,
slckness or need. apply 10 local deal
ers for aid and credit, as we DO not
Inow you.
The diamond drill., 1908-06-27

Farmers are usually amenable TO
reason. the same as any OF the rest
OF the human race. They do not buy
OF peddlers or catalogue houses be
cause they want TO snub their own
home town and home merchants. hut
because the article is brought par.
ticulariy 20 their notice, embellished
With flow OF convincing language
calculated 10 impress them at once
with the superior merits OF the article
so presented and with the alleged fact
that they are saving considerable
money by buying In that way.
The fact that the article Is not su-
perior and is really considerably
higher priced does not appear. for the
reason, perhaps. that the local dealer
has never taken the trouble To adyer-
tise his wares, or has never called
tho farmers into his store and shown
them the article. made comparisons
between II and the peddled article
and showcd thcm that he. tho dealer.
a. actually ic one who Is saving them
money not only IN the frst cost, but
Ia repairs and wearing qualities as
well
There Is too much OF disposition
on tne part Of most dealers TO take
II for granted that their customers
or those who might and should be
thcsr customers--know all about their
stoot. its Qualities and prices. as com
paygd with those that may be put up
10 tfsm by the pcddler Or the mail
order man. Instead. they should make
" tbcI business to throw food OF
light on these questions at every OBJ
paIcunfty In other words they should
atvertfse In the way that their judg-
nYcnt and experience dictate. or In
various ways. 50 there win be no ex.
case. AZ least. for any possible Gus.
toner remaining In ignorance.
The diamond drill., 1908-06-27
slx-FoR.flvE SALE.
One Plan That Benefits the Buyer and
increases the Merchants Trade.

Il want 70 outline successful sale
plan that we have used and which Is
about the best one we have ever tried.
II Is not original with me. I think II
was worked out and first used by a
strrc IN some town In Wisconsin.
W. chained the plan through a shoe
salssnen should the originator Of
tie Idea read this article wish TO
offer him my apologies for reproduc-
ing his plan,- writes an Iowa mer-
cl.Aat
~ Is called a 'Six.for-Five Sale
TN laea OF the sale a. 10 give six
~ c s. or CARDS for the price Of five,
Tae statement made In our bills. Is:
~ matter what you buy. dress goods.
f.r' furnishing goods. notions. cali
Goes ri.~eams. outing fannels. hats.
aN'0es. ribbons. handkerchiefs, hose,
elhga. canned fruits, canned vege-
ttf.as, glassware. or any other goods
thfi re carry In stock with the ex-
ce 'ou ~ goods on which we are al
rec y making a special low price. and
the ligi Of specials advertised else
whore in this adj you emily pay for
five bat you get six
IN order TO make the sale still
more effective we selected few we'll
known articles which we marked very
low. and then excluded them from the
regular 'six-for-five' list. or course,
II Il Is desired to move such lines as
clcaks and clothing. OF which you
could hardly expect TO sell FIVE 10 one
family. they can be excepted from the
six-for-five' list and prsce be made
on them.
when we sold Ave pairs OF shoes.
or OF any other line, we would take
the average price OF the five and al
low this amount on the sixth pair
This sale has many strong points.
In the first place. II Is based on the
principle that nothing will have quite
the Influence In getting people TO
leave their money with you az that
OF giving them something for nothing.
II is the extra yard OF pound or article
that talks.
I'm addition to all these points, Il Is
a plan that can be used equally well
for almost any occasion. and at any
time OF the year. and one which will
not. think. grow old. II II be made a
regular annual event.
That this is successful sale plan
was shown by the fact that when we
were running II our competitor put
on sale and got out bills In which
he called attention 10 the fact that
the prices he was making were lower
than our 'six-for-flve' prices. and stiil
we got the crowds. II was but natural.
however. that we should. because peo-
pie are always attracted by something
free"
The diamond drill., 1908-06-27
HOME INDUSTRY DAY
ONE METHOD or STIMULATING
INTEREST
Education OF the People 10 Patronlxe
Home Products and Better Appre-
clate the importance Of Their
. Residence Place.

During late years numerous days
have been set aside for celebrating
certain events. Years ago Arbor day
was inaugurated. One of the latest
days 70 be inaugurated Is Mothers
day. II would seem that II IA only
fitting that there should be a Home
Industry day.
Des Moines. Ia. has inaugurated
what Is called a Factory day. On this
day schools and retail business houses
are closed and the populace go from
factory TO factory and view the vari-
Gus processes OF manufacturing goods
and learn much OF the industry of the
city. In Omaha recently, members Of
the Commercial club have been de-
voting one day In the month to Wis
iting manufacturing plants.
These plans are most excellent for
educating the people as 10 the re-
sources OF their communities. a Home
Industry day would no doubt be the
means OF better acquainting the peo-
pie OF each town with the resources
OF each particular place and would
open up avenues little considered and
stimulate the establishment OF new en-
terprises. The mos good perhaps
would result from the fact that the
people OF each community would learn
OF the products OF their home place
and better realize how great the ad-
vantage would be TO utilize those prod
ucts instead OF using manufactures
from other places. A Home Industry
day should not be for the business or
the professional people. but should
be day In which all residents. men.
women and children, could participate
and all become acquainted with the
varied resources of the place. The
school children would find a visit TO
the different factories helpful To them.
give them practical idea OF how diff
ferent articles are made and broaden
their views as TO business methods.
Home Industry day can be inau-
gurated in any town by the citizens
making united effort In fact. each
state could by legislative enactment
set aside such a day with great bene-
nt 10 the state and its people. and the
establishment OF Home Industry day
might mean the saving OF millions OF
dollars annually to the state. This day
could be made one OF real pleasure,
as well as day OF education and uni
versal profit Refreshments could be
served by enterprising manufacturers.
and other entertainment in the way OF
music. etc. could be utilized in ma
king IL day long TO be remembered.
ID. M. CARR.
The diamond drill., 1908-06-27
KEEPING uP.To-DArE.
Pertinent Suggestions to storekeepsrs
As TO Doing Business Rightly.

Greatest successes In the retail
field. have been made by men who
have employed system in all branches
OF their business Men OF antiquated
methods who have made successes
would have made more money had
they been systematic IN their busi-
ness. Upto-date methods OF book
keeping. a system for checking over
goods as they arrive and as they go
out when the orders are filled are most
essential Stock should be kept in
such a way that the merchant does
not have 10 waste considerable time
before being able 20 know whether
he has any need OF any line to fll
stocks.
One excellent way In which the
country merchant can keep his Ideas
up-to-date is by spending day or
two each year in visiting the large
cities and studying the methods en-
ployed by the firms engaged in HIS
line Of business A day of occasion
ally in some strange town where a
study OF windows and store interiors
and methods may be made is more
than helpful
In the home town one can never get
Rway from the practices OF HIS fellow
tradesmen. unless he benefits by ex-
pcriences had elsewhere. In strange
place we are OF the gazing crowd.
and we see things from a different
point OF view than when at home
Some criticism may point ont a
ferii that We have been guilty of q
tainci times and never noticed and
cfiIclsm of stranger sometimes
forces us 10 realize that We can i'm.
prove in our own methods and we
rroat by tho suggestion
country town storckeeper may
learn much in city but much OF it
may be little suited to rural condi-
tions The small town merchant needs
some lessons from progressive mem.
hers " his own class Remember
that there are many who can excel
as IN some ways. II we fail 10 keep
clive. some more enterprising com
rctitor will beat us out
The diamond drill., 1908-06-27

In the End the Consumers Are Not
ones Who Gain Benefit

The average merchant is informed
as 20 the evils OF price cutting. He
knows Just whore 10 draw the line.
Just how far he dares go In lowering
quotations for the sake OF drawing
trade. He realizes that even II the
principle OF using leaders" 10 attract
customers Is permissible. II Is limited
In its usefulness and exceedingly dan
gerous when oveTdone Not only is II
apt 20 degenerate into indiscrimnate
cutting Of prices. 10 lead 70 dissatisfac-
ton among customers. and has ten
dency toward giving store a cheap
reputation. but II is inclined to arouse
suspicion among other merchants and
the people as we'll
While the merchant Is so thorough
ly grounded In the matter OF price-cut-
ting, the public has not been SO gen.
orally educated. There are those who
exult when store managers are at war
believing that they may profit by the
losses OF the competitors II is just
the old fable OF Aesop over again
the lion and tho bear fight over the
prey until both are too much exhaust
ed 10 move, and then the sly fox comes
along and picks up the dainty and
bears Il away 20 eat at his leisure
The public rejolces over the price
cutting campaigns. II profits by them,
and on account OF the fact that II
has been taught 10 consider prices
only, II feels justified IN taking every
advantage offered It.
The store which starts campaign
OF price reduction and bellows and
roars and screams for the sake OF
drawing custom. will either go under.
because II has been foolish or be-
cause IL has made up It's mind TO do
fraud It's creditors. or else II sells
goods which are far lower In merit
and true value than IL pretends.
The public loses. but IL does not
realize H. II store fails 10 pay its
creditors, the wholesalers and manu-
facturers must make their losses good
in some way. If the store seeks 10
folst inferior goods upon the public
at a lower price. the public gets what
It pays for. no doubt, but believes
that II has been cheated and robbed.
and comes 10 have low opinion OF
merchants as a whole. The whole
trouble lies in the fact that the pub
lie, instead OF being a prey TO the
merchant, is really playing into the
hands OF sharpers while seeking, too
often. to get the best OF the mer-
chants
The diamond drill., 1908-06-27

a simple compass-hnder. costing II
cents, has enabled a western pipe-layer
10 locate a i2.inch castiron pipe bur-
led about three feet In stiff adobe soil,
and has saved several days OF labor
diggihg. AS described by A. +. Wright,
the finder was magnetized knit.
ting needle having been discard.
ed as not sufficiently sensitive. The
nhers we're glued around the balanc-
ingpoint and the needle was - bal.
aneed asto dip normally about 90 de-
grees Ia orierthat The two ends might
be attracted to the pipe uncqually
fhe neeale Was mounted in a cigar box
with an Index card and glass cover
aa N.nt hleid When used. lho hox
Was Qlectd hqH11nlallt ea the ground
ln a north and south direction. and.
wAA moved ACROSS the supposed line az
the pipe, readings being taken oyery.
two fees and IN this way The location
WAS determined very accurately Tho
detection was twice as great ever a
bell AZ over The mid.iensth of q pipe.
The diamond drill., 1908-06-27
IN ADVERTISING A CRY
up-to-pate Methods Must be EN-
ployed TO Bring Capital.

In this day OF progress and OF ad-
vertising, not alone do business firms
realize the Importance OF publicity
but municipalities find II essential to
tell the world OF advantages they
possess for the homeseeker and those
seeking business locations
A few years ago, the city OF ST.
Louis commenced the raising OF fund
OF 100000 for the purpose OF ad.
vertising IA the newspapers and magar
zines. by pamphlet and otherwiss. the
growing Importance OF ST. Louis. Den
YER. Col. raised a fund of 100000
which was employed In general adver-
tising and the paying OF lecturers 10
visit various parts OF the country
with stereoplcon views showing pic
toriSly the industries OF Colorado
The business men Of Kansas City re-
Gently inaugurated a campaign 70 call
the attention OF the world 10 the great
resources Of that town and the trib,
utary country. In Kansas City sign
boards are used freely TO tell of the
many things that Kansas City posses
ses and which are not possessed by
other cities. The visitor TO the town
Is impressed by the information CON
veyed to him from these sign boards.
Such striking statements as do you
know that beans are cheaper in Kan
sas City than In Boston? They are"
II is a fact Flour IL cheaper In Kan
sas City than In Minneapolis" Other
sign boards tell by comparison that
taxes per thousand dollars OF valua-
ton are iewer in Kansas City than In
numerous other cities. and attention
is called to the number of miles OF
fine boulevards In the city.
Another means employed is the use
OF full page advertisements In the
daily papers OF the leading citizens.
These advertisements are carefully
prepared presenting various maps,
showing the advantage the country
possesses over other cities In differ-
ent industrial lines.
IL appears that this plan of adver-
Using can be most successfully fol-
lowed out by the enterprising men of
any city. In the smaller towns where
bnere are not great opportunities iOT
manufacturing. advertising to the peo-
pie showing the benefits to be derived
from patronage OF home institutions
could be profitably carried on. There
is no town so small but that 1t can be
helped by judicious Advertising.
Every town wherein weekly paper
is published there is means OF Civ
ing publicity 10 the advantages pos
sessed by the place. The home paper
is one OF the most telling and force
ful advertisements any town can have.
Every advertisement OF home insti-
tuition speaks for the enterprise OF
the place. and 10 strangers illustrates
the spirit and enterprise that is pos
sessed by the people. II is always
well 20 bear In mind that seekers for
homes and for business locations never
pick out the dead towns. A small
town where the people are enterpris-
ing often holds forth TO the prospec-
tive settler greater opportunities than
do the larger cities.
II M CARR
The diamond drill., 1908-06-27

Shnnls the volcanic vents or chim
ney. IL NesnNius become blocked
writes Sic CpartInn ln a recently
published mph'ei ih0 DANGER az an
explosion hecomla very .e8l sa0a 10
aeora go outlet laf the ualsra nas
w fotA he proposes go acf tunnel
"a fte ta af lAc mNnntala so carry
lhe lnYH iulo shc sea Ike also points
out ite pptalhliiiy 81 leadlus The lata
lnte molas. eo as Co iofm it lntn
blocks fnr building Quaya brrakwa
ters, etcs and smaller slabs for paw.
ing thr streets Of Naples. such as are
now obtained from The cooled Lawn.
The diamond drill., 1908-06-27
L-ORDER EVILS
AN OCTOPUS THAT CONTINUES
TO GROW IN SIZE.
Systems That Sap the Vitality OF Aorl.
cultural Districts and coneen-
trate Wealth In the Larger
Cities.

To accomplish anything Of a public
nature there must be organization.
Every village should have an associa-
ton devoted to the policy Of home pro-
lection and village betterment--an as
ISOLATION for the moldlng OF a public
sentiment that viii carry into practice
the theory that business. like charity.
begins al home"
II is recognized fact that the re
tail business OF the country villages
and the large towns, for that matter,
Is being destroyed. Year by year the
once prosperous merchants are being
forced 10 the wall-driyen out by the
mail order business. And this Is IA.
king place in face OF the fact that the
population and purchasing power OF
the country districts is ever on the
increase.
The mail order houses are drawing
the cash retail trade from It's natural
channels 10 the cities The growth
OF this octopus has been phenomenal.
From a jelly-like idea-without form
--an experiment Is years ago. II has
grown 10 proportions that threaten
the determination OF the retail coun-
try merchant. An idea OF the way
the money OF the people is being
drawn into this mail order trade can
be had from the reports OF some OF
these houses.
A certain mail order house which
began with few thousand dollars Is
years ago now does monthly busi-
ness OF $5.000000. with yearly net
profit OF more than $4,000. 900.
This is the record OF but one in
stitution. There are dozens OF them
in various cities or the United States
They are springing up like mush-
rooms every night All that is neces-
sary 10 start mali order business is
place 20 receive mail and money
enough 20 get out the first batch Of
printing and for the first advertising
campaign.
Like the patent medicine business,
the mail order business depends on
the guIlibility OF the general public,
Thousands OF people every week send
their hard-earned cash 10 some mail
order house In payment for goods
that could have been bought cheaper
at their home store.
Why do they do Il? II is owing par
TALLY TO the desire OF the average per-
son TO be humbugged and partially
TO the effect OF persistent advertising
The mail order house sends out its at.
tractlve literature 10 every family in
the country. In this literature, com
posed OF well.illustrated catalogues
and cheap magazines known as mail.
order papers, the goods are set out
In the most attractive manner II Is
tempting bait. and the fish bite.
All OF these millions OF dollars come
out OF the legitimate trade OF the coun.
try merchant, the man who has In.
vested his capital. built himself
home. and been active In building up
the town with the expectation that he
would be allowed 10 do legitimate
business in a legitimate way. He is
entitled TO the trade OF his town and
the country adjacent He pays his
taxes and contributes TO the support
Of the community. That community
owes him reciprocal duty-the duty
to give him the preference OF trade
everything else being equal
The diamond drill., 1908-06-27


There are many ways In which the
average retailer can get up a cheap
though efectuai advertisement. An
advertisement recently put out by a
local concern was a cheap one IN 50 far
a. the expense OF preparing and clrcu-
IA Ing II was concerned The fact that
n was q novel one. and one which
/ ought the subject matter TO the very
or Of the consumer made II good
a. II was the advertisement OF a
dye and cleaning concern. The
oprletor of the concern seemed 20
y. tho owner Of very pretty spitz
Dig. ne advertised hts business
through the medium Of this dog One
dy he would BE- a red dog. another
0sy he would wear q coat Of green.
and 50 on Tor lhe vasioue daxs Of
tAo week The ttf ceicrs attracted
ite nfieailpn 81 ii once eua ln
sny caaes awa6 npaihy The
as if ge3ioa t9ui hlt master N
siaes had b.e periee taecF
lac alyctNaemans was seen about
town rheuaYe. lhh cahlne doauad
new cr9l Thls ia somewhat
nr me ldea employed by the man
event of 3 large sewing machine
upauy that uaes ereyhonnds TO al.
ntnge.
The diamond drill., 1908-06-27
usn Elre to combat Flre.

The average retailer does not en-.
ploy enough printers ink. and employ
II IN the proper direction, In dealing
with the trade for bis community.
The enemies OF toe retailer. the mnll-
order houses. are products Of printers
ink and know full well the value OF
II. They are not anxious that the re-
tail dealers ~ the country wake M.
They are satisfied TO allow conditions
70 go on and allow them. the mail
order house. 10 get the benefit Of the
trade which Il coming 60 them
through their aggressive advertising
campaigns. n merchant would fol
low out their schemes Of publicity
upon a small scale In his Immediate
territory. would Eot ont some adyer-
tislng matter In the form of circulars
with prices and descriptive matter. it
would win. The way 70 fight FIRE is
with Gre, and tbe Fcinllef has bad the
SHORTCOMINGS 1l hls antLmail order
house canifaiens thtewp back upon
him wllh little or nn eaf4 facirfN fe-
tults Campaigns Dr. haa Eel Np n
.opppsltlap have in a moa4e 1H
the e9ge oh the catalogue hena eam
paigns but Why not Ret right iatn the
game and hight them with tha same
ammunition that tboy are nalng ln ext
terminate the retail trade Of the c0nn.
try Use looai papers literally and
get out circuihrs. letters and price
lists. VOL printed and illustrated.