Tonopah daily bonanza. [volume] (Tonopah, Nev.) 1906-1929, 1911-11-10
PATRoNIzE HOME INDUSTRY.

Distance lends enchantment to the shopper as
il does to the poet and the adventurer. The lure
of larger city blinds many people to the advan
tages they have at home. They nStinctlvey
feel that they get better bargains and cut more
important figure by going abroad to buy. 1t is
notion not easily dispelled that goods bought
III larger city are cheaper and better than the
goods bought in the home town.
Such is not the case as every investigator
knows Whenever "A concrete example is present
ed to support the contention that the bargain
hunter is better served abroad than at home it
is almost invariably special instance due to
some special circumstance. The rule IS that the
home merchant deals with more method and
knowledge than the merchant at distance whose
trade is more general and widely distributed. He
realizes that he must supply the demand Of his
customers with close attention TO their wants, and
that he must in making up his price list, COM
pete with the imaginary cheapnesS and excellence
of the sold elsewhere. lie has TO combat
ancient illusion. indefinable longing.
Moreover. the home merchant has an lncen-
tive to deal fairly with his patrons that the mer-
chant at distance does not feel. If he charges
high price purveys inferior goods, his Gus
toners will come back and reproach him for his
unfair. dealing; they will tell their neighbors
about it. and his business will be injured in the
very circle he must rely upon for his trade and
profit. Hence he marks goods down to the lowest
notch and gives best values he can for the money
He does not deceive his patrons--he cannot afford
to. His customers his neighborS and towns
men. and Self-interest well personal ac-
guaintancc advises him to truthfully represent
his goods and be reasonable in his prices
let take Honopah for an example. The
merchant III this town buy chcapy the
merchant in any city can He knows his trade
he is under hostage to treat it fairly, and the real
and unreal competition he is required to face com
pei him to sell ON as small margin of profit
as he possibly But he has some decided adj
antages in things lie buys as cheapy as
any other merchant and he pays lower rent than
his ''big town" competitor; his incidental eX-
penseS smaller, and the cost of delivery is
less. TOnopah merchants are teaching their Gus
toners in the school Of experience that no better
ha gains can be had elsewhere. and that for
Price and olality the Tonopah stores cannot be
beaten anywhere. Here the merchant knows a
large proportion of his customers by sight if
not personally, and he strives to retain their con.
fdencc and good will, hence the patron fares bet
ter at his hands than he would at the hands of
stranger.
What do these lead to? They simply enforce
the wisdom of buying at home, whore the shopper
receives better attention and. as Il rule. better
values for the money expended. These reasons
affect every shopper individually but there are
other potent arguments why home enterprise and
home industry should be patronized The home
merchant pays rent and taxes in this city. swell>
the trade of the smaller tradesmen and helps sup
port the communal fabric in many ways. His
employees likewise pay rent and taxes and patron
ize the markets, restaurants, theaterS, etc. ano
in "A variety of ways contribute to local prosper
ity Eery dollar the people Of Tonopah Sppno
abroad is taken from the general fund thai
supports the industrial, business and property in
terests of this city.