The Fargo forum and daily republican. [volume] (Fargo, N.D.) 1894-1957, 1911-08-29
Local Merchant Has Innings
He's Meeting Mail Order Houses

Says JAS. Kells In The Chicago Tri-
bune: At last that bungaboo OF the
local merchants everywhere. the mail
order house, is meeting brisk competi
ton from the home tradesman--and
with mail order methods at that.
Just as the Japanese lowered the
pride Of Russia by using the white
mans implements of warfare so the
small town storekeeper, who has felt
himself downtrodden by the postal
magnates OF the big centers, has
adopted the usages of his enemy and
already is beginning to 'cut in
Catalogues, Paris fashion" posters.
follow up" letters and price lists-aII
the pet weapons OF the big mail order
house by which they command rural
trade, have been siezed by merchants
to keep the money of the countryside
at home. The rural free delivery mail
routes are now being burdened with
the literature of nearby mercantile
firms. which clash effectively with
gaudy pamphlet outputs Of the big
city plants"
Intensive retailing" is one of the
names coined to describe the new sys-
tenn. In results 1t is claimed that 1t
will beat intensive farming. Certain
ly the field is as yet raw, and II the
inventors have read the American
housewife rightly, the reaping viii be
abundant.
Pretty Pictures His Downfall.
]. b. Sellers is proprietor Of the
Beehive department store in Jokopolis.
Ia Far from being a beehive, his es-
Establishment has more resembled a
deserted grotto or cave of the winds.
Mall order competition has cut heavily
into his business. His former custo-
mers have been assailed hy' booklets
filled with pretty pictures tempting
price figures. and selling arguments, .
which are as the song of the Lorelei
against his own circulars, crudely
printed and crudely composed.
The building of the interurbanN troll
ley helped him some. enabling farmers
wives to get into town and within
reach of his attractive displays of
real goods" But the thraIl of the
pretty pictures is over them. Also the
idea Of getting their garments direct
from the big city. In turn the whole
saler in the metropolis feels the de-
cline of sales in the Beehive. This is
the natural effect, which pinches early.
But now the wholesaler like a husky
big brother, comes to the rescue of
Mr.. Sellers, and by the same blow
resuscitates his own total of profits
The wholesaler, with money at his
command and in close touch with the
heart of things, is in a position to buy
talent and brains. This he does, and
soon the machinery which is to accom-
plish the checking of the mail order
competition is in motion.
A procession of catalogues. posters.
order blanks, typewriter" letters,
and follow up" communications be-
gins to flow toward the clientele of
Mr.. Sellers In Jokopolis. Every one
of his former customers, as well as
prospective ones, receives a brand
new consignment of merchandising
literature" more attractive if pos
sible than any that has come before.
At first the curious housewife is under
the impression that another big mail
order firm has obtained her name for
it's list.
Imagine her amazement when she
observes that on the first page of the
SoIOAeu Catalogue Flgnt under the
Newport girl and her bunch of orchids,
is the insignia of the Beehive depart
ment store, Jokopolis. She is startled
again when she receives a typewriter
letter, addressed in her own name, in
viting her to examine the stock of |
Chicago made garments now on dis
play at the Beehive. 1t Is all personal, |
and the word you is underlined.
Perhaps she puts off her visit to the
Beehive, through press Of household
duties. With jolt she is reminded