Tonopah daily bonanza. [volume] (Tonopah, Nev.) 1906-1929, 1911-02-20
1T PAYS TO ADVERTISE.

Much weeping and wailing is frequently
heard from merchants in most every portion o:
the country, especially those located in small
towns remotely removed from the large business
ccnters and difficult of access by railroads. 0w-
ing to the great inroads made into their bust
ness by the mail order houses. 1t is fact and
enc to be greatly regretted that the mail order
people are each year building up larger bust
reSSeS and consequently mjurng the business
Of the local merchant The state Of affairs is
strongly borne out by the fact alone,
located in Chicago, which less than twenty Years
ago was on the ragged edges of bankruptcy
is now capitalized for S20000O000, However, as
there is reason for all things, there must be
reason for the popularity Of these outside
Germs who are daily making large shipments into
almost every village, hamlet and camp through
out the United Sattes.
The merchants of Tonopah are no exception
to the wccpers and walters Of other sections of
the country. But have they hesitated to ana
I'VE the question properly? Have they sought
out the reason for their being put down by the
large outside concern In nine cases out of ten
they have not. It is not because the citizens Of
this camp think more of the foreign concern.
or less of the local merchant 1t is for one
because the outside prces--including
transportation charges-are considerably lower.
However, there is another and more subtle rea-
son--the mail order man knows how to advcr-
tise and he does advertise. He tells the public
what he has for sale and he tells it in most
attractive manner a manner that is most
vincing And. after he has secured an order he
delivers goods" He has something to sell and
realizes that the public has the money and the
desire to purchase He tells the public about
mis- wares with the result that the public becomes
the purchaser of order. and getting satiSfac-
ton. becomes a steady customer.
The local merchant fails in this end of the
business He has the wares-prices probably
little high in SpotS--but he fails to let the pros
pective customer know Just what he has. He
neglects today to tell Of tomorrow's big bar
gains. Not for the reason that the cost Of
to the mail order house. not because the price
he charges for his goods will not per-
nit Of advertising But simply through
careessness. There is not newspaper office in
the country where it is not possible for the
merchant who wishes to advertise to receive all
the aid that he requires in making up neat and
attractive advertisement It is the business of
the newspaper man to supply ideas to his pa
irons and it is the business of the merchant. pro
vided he would prosper. to let the public know
all about his wares.
In the large cities it is uncommon thing,
especially Sunday, to the large stores
carrying two four or even six solid pages;
Of advertising for which they pay fabulous
rates However, the managers of these stores
are farsighted business men. They know the
needs of the public and while their prices may
not be quite SO low those Of the mail order
people they nevertheless beat them at their own
game They know 1T PAYS TO ADVERTISE y