The L'Anse sentinel., 1911-11-25
HOME TRADE BEST
Catalogue Houses Do Not Under
sell the Local Dealer. ''
ADVICE FOR THE MERCHANT.
An Expert Points Out How by Proper
Newspaper Advertising the Local
Dealer Can Compete successfully
With the Big outsidsr.

Newspaper Advertising the Local
Dealer Can Compete Successfully
With the Big Outsider.
Elmer s. PATTERSON Of Chicago, a
noted town boomer, made the follow
Ing pertinent remarks concerning the
mail order trade End kindred topics:
"The mail order house has no advan-
tage over the local stores. The cata-
logue house sends out a catalogue to
the farmers once or twice year. The
local merchant may reach him daily in
the local press. 1t costs at least 81
apiece to get out the catalogues. The
local merchants send out little for nd
vertising. Every new customer costs
catalogue house at least 81. The local
merchant secures his patronage at
less figure. A mail order house has
large force Of clerks with large ex-
pense In large city. and its goods are
shown by pictures and printed pages
in catalogues. A local merchant can
show his goods in his window daily. A
local merchant has the advantage. He
can give you goods on approval and
exchange them easily. 1t takes time
to make an exchange with a mail or
der house.
Catalogue houses do not undersell
the local merchant. This is true. One
item Is but fair test. Take ten arti-
cles or compare business OF two
months with local merchant and
mail order house and see. Catalogue
houses do not run an illegal business.
They run legal one. II they did not
they would have been excluded from
the mails long ago. as every CONNER
cial club Is on the lookout.
"The mail order house receives an
order for parasol for baby cab
from a woman on rural route. This
Is enough. The mail order house at
once surmises there Is baby In the
family. 1t must have clothes. 1t will
grow. In another year more clothes
are needed and still more the following
year. This child must have a father
and mother, and probably other chill
dren are In the family. They need
household articles and, being on a ru-
raj route, live in the country and need
farm implements. Holding the letter
up to the light, II is noticed that the
paper Is branded and is Of good quail
ity, so the people must be well to do.
Merchants may 20 into the cata-
logue business. Get out a circular
ever so often. Have the type stereo-
typed. Save the plates. and when you
have a dozen or so you may get out
catalogue at nominal price.
"Yon must take care Of your custom
ers even II you lose money. No mer-
chant should turn down customer.
He should see him provided with the
article desired. A quick sale Is better
than having an article on hand for
long time.
"If farmers do not come to town
something is wrong. Investigate 1t by
asking them. If It is because lumber
has advanced and can be bought cheap
er In a neighboring city because there
Is but one lumber dealer In your town.
organize new lumber company COM
prising the merchants.
"All selfish motives should be cut
out. DO as much business as possible.
but don't get jealous II your neighbor
does more. An unfair merchant Is a
traitor to his town.
"A large store In small town does
not hurt the small stores. 1t takes In
a large trade radius. II your town Is
four miles In radius and you draw
trade from five miles surrounding 1t
the ratio is 06 to 4. II you increase
the radius one mile you increase the
trade radius almost 46 per cent. A
new department store with improved
methods will increase the trading radi-
us. II merchants In neighboring cities
get the advertising space In local pa
pers 1t is because the local merchants
don't want 1t and the outsiders do.
.'The town does not stop at the city
limits. 1t takes In the farmers In the
surrounding country. A market day
is n good thing for small town.
bargain day also. when farmers may
sell their goods at auction. The re-
funding Of railroad fares also draws.
Get up a banquet for the farmers.
Have revival In country church.
Get people to come to town by giving
them prize contest.
merchants should spend per cent
Of their earnings in newspaper adver-
tising. The majority spend less than
2 per cent In small towns"