The Caldwell tribune. [volume] (Caldwell, Idaho Territory [Idaho]) 1883-1928, 1911-08-18
Do You Read Advertisements?

I once heard lady remark to q
neighbor, you have no idea how
much money I save every month by
watching and reading the merchants
advertisements" and this is the key
note of many a mans and woman's
first step from the employees and
renters station in life to the posi-
ton of employer and owner.
1t is the little things, the little
savings which are responsible for
our financial independence as indi-
viduals, and a careful outlay Of
ones weekly income is the surest
road to a start for this indepen-
dence; and in no other way can the
thrifty house wife, or the saving
husband find opportunity to take ad-
vantage Of this desire to save, to get
ahead, with such profitable results,
as are offered in the advertising col
umns of the newspapers and maya
zines.
The merchant advertises to make
more money; but not in the way a
great many people look at it; his
object is not to make more money
by taking larger profits on the goods
he is selling; but to increase his
volume of business, thereby allowing
him to sell on a smaller margin Of
profit, yet reap larger returns. Now
in order for a merchant to increase
his volume of business, he mus
give full value for every dollar he
receives for his wares. This is
basic principle and. if not followed
religiously will bring disaster. L
is true that some merchants disre
gard this principle and advertise
offers that they are unable to liv'
up to, or have no intention of full
filing but these are soon detected
and their enterprises die for lack o
patronage.
The foregoing rule will, in time
expand a business, but IN order t.
obtain this expansion mora rapidly
the merchant must attract people t
his store must make friends of tn
buying pubic, and in order to rGak
friends of them he must trea. ther
fairly, and in order to attrayt ther
to his ace of business ha mus
offer his patrons some ildIc ameL
to come To his store, and amoa
other things we find him oferin
premiums, discounts, cut prices an
sales of all kinds. And very often
merchant Will find himself owe
stocked, owing to a dull season
poor Judgment In buying, 1t is the
he must sacrifice his profits in ord
to meet his obligations, sometime
the profits of the entire season mu
go, and no puts on a big sale. No
II does him no good to put on
sale II people do not know he
doing 1t, so here we are, back whe
n We started from, he must ADVERT
. the fact that he has reduced t
prices of his goods, hence we fiji
II him using newspaper advertiser
y posters and all other mediums
L advertising. Here is where the a
T. vertisement reader finds his oppC
u tunity for saving, a few cents he
L dollar there, and the first thi
lie you know quite little saving b
ss been effected on the things viii
lie arc necessities.
lie The merchant who advertises cC
70 tinually is man who has sc
Id values to offer you at all times,
tn he would not dare court the p'
Ut licity which advertising brings
lg the advertiser. Pin your faith
n: tho steady advertiser, as rule
&c will find him a progressive, squs
Id up-to-date business man who reali
ty the advantages of publicity.
IN, Think twice before you purch
Sc, of the man who does not advert