Polk County observer. (Monmouth, Polk County, Or.) 1888-1927, 1910-08-02
DALLAS MUST BE ALERT.
r. L. CHAPMAN.


The merchants of Salem are reach
ing out after the Polk County trade
and are doing much advertising in
Dallas and other towns. Scarcely a
mail arrives in Dallas but brings many
attractive announcements of bargains
offered by the stores Of the Capital
City. The effect of all this advertising
will depend largely upon the course
pursued by the business men of Dali
las themselves The Observer would
suggest to the merchants of Dallas
that they can do much to offset the in
fluence of this advertising and hold
the trade at home, where 1t belongs.
by making more liberal use of the col
umns Of their home newspapers. The
time has arrived in the development
of the Willamette Valley, with its
steadily increasing transportation fa-
cilities, when business men of the
smaller towns will only be able to hold
their trade by the most watehful Wig
lance and modern business methods. |
The merchant who hesitates or falters
Is lost. No man can hope to succeed In |
this fast age of the world without ad-
Vertising. The great procession will
simply move on and leave him, The
merchants of the great business CEN
ters realize this fact. and that is why
they spend hundreds Of thousands of
dollars every year with their newspa-
pers. Not only do they spend fortunes
with their city papers, but they are
constantly advertising and reaching /
out for the trade of the smaller towns. ,
They ask for the trade, and get It, ,
Manufacturers of medicine, articles ,
of food, and other staple products are ;
also fully alive to the benefits to be de-
rived from a liberal use of printers
ink. Great manufacturing concerns of i.
Chicago and New York spend hun =
dreds of dollars every year for adver- ;,
tlsing space in the Dallas newspapers.
The Observer has Eastern customers :
whose names have appeared contlnu- a
ously In its columns for nineteen =,
years. II is hardly necessary TO add :,
that these foreign advertisers do not :.
patronize the Observer merely to help a,
support the paper" or because of per- :,
sonal friendship for its publisher. =
They advertise because they want to ;,
reach the people of Polk County with =,
the announcement of their business.
and they know they can only do this =
by patronizing Polk County -
newspapers. Does any sane man think 49,
they would incur all this expense II il -
ild not pay them? Only last week. the ~,
travelling representative Of an Eastern -
concern Informed the pub So So
Usher OF this paper that their medi- W
'ine-a new remedy-was not selling
IS rapidly in this territory as Il ought.
Did he cancel his advertising contract?
70. on the contrary. he contracted for
space Just four times as large as his W
lrm used last year. That Is the way
he great manufacturing firms that
ave made millions OF dollars out OF
dvertising do business. And they
make II pay. II Eastern advertisers ga
an use the columns OF local news S''
aper in Oregon az a profit In advertis-
ig a single article. how vastly more SAT
roitahle such form OF publicity would Ian
rove 70 the home merchant. who has
great variety OF articles 10 offer 10
he buying public.
The newspapers OF Dallas are. al nc
leir own expense. doing everything
lssihle TO protect the merchants OF
Ie city by soliciting the advertise Pes
onts OF local firms only. and Dallas rae
yes Il 20 these publishers to show Min
ore enthusiastic spirit OF apprecla- ,
N and reciprocation. Speaking FOR ,f,s
eli. the Observer does not desire -,
ese suggestions 20 be construed IN -
y way as 'boEging1 for business -
hile grateful for an patronage ae- -.
rded him. the publisher thinks his
per has amply demonstrated It's n
iilty 20 take care % Itself. BY spend- the
! thousands Of dollars in Increasing duri
equipment and placing Itself IN Dali
s'tion 70 meet any and an compc- her
on. il has not only held the print- HON
Of its own feid. but IL bringing IN r.
'usands of dollars of outside money -.
~ year 90 Be spent IN Dallas It's ~
, object IN presenting this editor -.
is 10 call attention 10 the fact that -,
Dallas merchant Nho is not carry -,
an advertisement In his home -.
'spaper - simply standing In his rI.,.
! iirht ..
'alias - good town. and q will
tinns % Erow and prosper But lea q
merchant deiude himself into the aesei
ei that he can disregard ths exam from
st ~ ne prosperous bushes men ms
onig 81 every other progressive ior ?
b IN Oregon. tut IN the unifea aicat
-. ard achieve sucoeus IA. wa coacl
the great weight of experience en- Huch
nst hir. ire merehr~fs ~ r-,.,s.. fairs
"a bear In mind th.f o.rt.i, .l.- heasl
- in furineW iils that forueri, I'ius'
; certain amount g trase 40
sa. and ksri 81 home larre {
Ont - monsv nat A. nsu helrr "a
{ here. are tusl 49,. s....-.- .....-.