The Julesburg grit-advocate. (Julesburg, Colo.) 1907-1972, 1909-05-07
NEED Of ADVERTISING
UvlN l0eal Merchants Cannot %
Without T.
GREATLY INCREASES TRADE

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Appsarases end Abrasive Stores
Home merchants may realize the
kind and quantity Of advertising done
by the mail order houses from the fol-
lowing news item. which appeared re-
Gently:
Chicago claims the distinction Of BE-
ing the mail order center Of the uni
verse, and some figures from the post
Office there would seem to establish
the right to the honor. One Of the big
gest mail order houses recently broke
all postal records by mailing cocoon
catalogues, each weighing two ounces.
the whole Weighing $50 tons. The
sacks holding the catalogues weighed
sixty-flve tons. II these pamphlets
had been sent on one train thirty cars
would have been filled"
All these 5000, 600 catalogues repre-
sent advertising. They set forth the
goods to he had from the mail order
house in the most concise but allurins
form. Low price is the chief argument
depended on to pull trade. Nothing is
said about the poor quality Of the
goods sold. That the customer must
find out for himself
The only way for the home mef-
chant to meet this flood Of advertising
is by an equal or greater flood OF ad-
vertising. This Is fighting the devil
with fire to some purpose. Then let
him get few samples Of the goods
sold by the order house. put them up
beside his own goods and show that.
quality considered, the customer can
get better bargains at home than by
sending his dollars to the distant city.
The merchant has three avenues Of
publicity to the order houses one. He
can send out his own catalogues or
circular, which amounts to the same
thing. a method used effectively by
some of the smaller stores In the large
cities. He thus covers the one avenue
open to the order house. In addition.
he has his local paper and his storc
windows. The paper commands more
respect and attention than the circu.
lar which Is liable to he thrown aside
without reading. The paper is an es-
tablished institution. is regarded as ar
old and trusted friend In the homes 1t
enters. and therefore its implied in
dorsement Of the house It advertises III
Of value.
Success or failure depends on the In
dividual merchant Where one ma:
will lose out another will make for
tune. 1t depends on the amount of
energy and intelligence used. have
just been reading an item that has
gone about the country credited to
"Ex.." which. by the way. is about the
nearest credit that can he given. but
which must stand in this case. since /
do not know the name of the paper the
item originally appeared in and vii:
not give the name Of the paper that
was small enough to swipe 1t and give
the credit to Eek"
This item recounts how a man start.
ed Il store In certain neighborhood.
but did not make it go and had to sell
in year. His successor began to pick
up trade. in a few months had to hire
clerk. then second and finally
third to take care Of the growing bust
ness. Now, the only reason was the
difference in methods. The neighbor-
hood had not grown sufficiently to ac-
count for the change. The first man
was careless Of his dress and equally
careless Of his store. His wares were
not displayed to advantage, the front
Of his store was not attractive, and he
did not advertise. The result was that
people passed him by or, if they did
call once felt no Involvement to go
back. The second man was clean in
his personal appearance, energetic. put
his store in order. had an attractive
display in front and strove to know
people and to please them. He adver-
tised. He arranged his goods to the
best advantage. He made friends He
let the neighborhood know he was on
earth and that he wanted trade. He
got It. People were attracted by his
store front and dropped in. They were
pleased by their treatment and drop
ped in again. They were still more
pleased and told their neishbors. In
other words. this merchant by orli-
nary diligence took store that had
been a failure and in a few months
created lourishing business. The Sc
cret Of 1t all was that he knew how to
play up his goods. He understood the
magic Of attractive appearances and Of
skillful advertising.
This same "Ex.' mentions an anus
ing case of working up an artificial de-
mand for goods, or creating a market.
An enterprising Yankee found himself
in one Of the God forsaken countries
near the equator. where the natives
wear no shoes and scarcely any clothes
There was no shoe store in the VII
lage, and the Yankee concluded that
the natives ought to put on leather
and be civilized. So he laid In a stock
of shoes and then sent for cargo Of
dry sand burs. These he sprinkled
all through the streets In the middle
of the night The natives had never
met the sand bur. but soon got ac-