The French Broad hustler. [volume] (Hendersonville, N.C.) 1896-1912, 1911-07-13
COOPERATION.
Support Local Enterprise Should Be
The War Cry OF TIE En5Afe Local
Merchant Conn., aEityo

Support Local Enterprise Should BE
the War Cry OF TIE En5lre 'LOcal +
Merchant COml.laGitys
By Dundas anderson.
When a merC-ie-AL nr~-S OF MIS- r
Jones buying a fe,y things from the
mail order house III the lar away Dls
city he permits howl to escape him.
He characterizes MIS-. Jones as Caa
neighbor and asks t-Ae surrounding
space what ne is laying taxes 10
.Zif it is to help his neigthors DOS
fer mn those condemned mail order
coneerns. He remarks to the store7
keeper next door that there should
be a law passed compelling people
to spend theiI money Ia the c~lnnluA-
ity in which they I-l~-4Ntz =.
Five minutes after he AGs exhaust
cd himself in his trade 2Ge~---st TIE
iniouity of Mrs. Jones puyinG Leg
goods away from holno ---JI--S
: close attention ID GID Salesman
! who is selling him 8 6~LAc1 OF pref
ty calendars got cut by New YORK
concern. Or maybe the goods tnat
he is purchasing are advertising nov
! elites, the kind that is guaranteed TO
bring so much solid ever lasting use
cess that it is a wonder there are
so many bill collectors travelling
around all the while. Count the
! statesmen who have called on you
during the past year and onered you
advertising schemes calculated to en-
rich the bank account or some wise
person in a far away town and you
will understand what l mean.
What is sauce for the goose Is
sauce for the gander. If it is HE'LL
Gus crime for Mrs. Jones to spend
her money outside the town IN Wnlcn
she or her business have made II,
IL il lust as seriousafor q merchant @
buy advertising from an outside
|, schemer, when he has right in MS
, own community the means OF getting
. the best advertising value II he only
;. uses that means in the right way.
In every town worthy OF the name
, in this country there exists one OF
, more local newspapers. In some
cases the circulation of those Jour
81 nails is small. They have a struggle
: ! for existence and in about seventy
five cases out of one hundred thes'
a papers do not pay at ALL The pup
: fishers rely on other business, suci
n as Job printing, to reimburse tnen
: for their labor. More often than no
it is a labor of love. No more con
n scientious set of men exist tnan III
q country newspaper editors. Does
not therefore seem to you tnat thos
v men and their papers are deserYln
q of all the support yod can give tnen
If their circulation5 are small IL
If your blame and the blame OF otner
" like you. You cannot get clrculaCo
el without money and If most or tnos
10 newspapers. were given greater aC
IF vertising support they would De aDl
n to give better value and take otne
means to boost their circulation. Civ
In to them, therefore, the money 20
:. are accustomed to spend on thos
ys outside advertising schemes. GN
ne your neighbors fair show.
20 Do not, for a moment, suppose tn;
ha vour advertising will not pay you
ne your local paper and still less pa
n attention to any lack of success yc
have had in the past in this respet
You have not gone about the matt
in the right way. Let me tell "
nd how YOU can make, your advertiser
to q success and convert your 4oc
nj newsnaper into thu finest poss1b
he salesman you coulI get on this ia
ng earth. -
re There are four paints to this loc
to newspaper advertising quest1o
or First, you must be able to buy 20
nd space at the right price, and W
saw that 1 have found very few pa
IN ers in the United States, after lo
vid experience with them, which char
,es too much for their space to lacol me
leo chants.
in Second, you have to take enou
her space. Here again most mercha1
wo fall down. Buying piece OF Ia
she about three feet by two to make
of income by farming would be FOL
ire. | would it not? Purchasing space
yedd a newspaper that is inadequate
the contain a pulling advertisement
lis, YOUR business is just as bad If
ght worse folly. The merchant
spends less than five per cent of
income on advertising is losing M
ey and is living example of the
cen English adage. penny wise POI
per- foolish"
lich Third, you must take space TO
nd long enough time tn give the adv
Be tisement a chance. If you plantet
rely piece of land with seed potatoes
be would not dig them up at the end
two months, would you? No,
would give them time to produc
nrel crop. It is the, same with adver
lins ing, you must give Il time to prod
paying results. If you cannot
space in your local newspaper
u