Devils Lake weekly world. (Devils Lake, N.D.) 1911-1914, 1911-11-17
DEVILS LAKE TERRITORY IS BE-
ING FLOODED BY CHICAGO
HOUSES BY MAIL.


tons of literature from the Chicago mail
houses. Each day sees huge batch Of
catalogues come through the postoffi.e
for distribution and it looks as IL the big
eastern concerns are bent upon reaching
every family in this section.
1t costs over 500 to print the massive
catalogues and q cents each to mail
them. Evidently the firms sending item
out consider is worth 500 every three
months to reach each prospective Gus
toner. They spend millions Of dollars
for advertising. Besides the mammoth
expense Of the catalogues the farm pa
pers and magazines are used regularly.
They would also use big space in the
newspapers II they got chance. Ap-
parently, however, the North Dakota
publishers have tried to get along without
the ''cat" house advertising.
The mail order houses spend several
dollars to gain a single customer and
think nothing of it. A mere postal card
costing penny brings all kinds of litera-
ture. They follow up their advertising
regularly-and keep right on. It gets
them the business For 1910 one of these
firms declared profits Of 100000 made
solely by advertising.
Yet they work against a great disad-
vantage They can't show the goods:
you must take their word for it. You
can't exchange wrong sizes, poor goods,
of. colors, ETC.. except by paying high
freight rates and waiting month, writ
ing several letters, much other anbd an
noyance. When you receive the order
you must accept 1t without choice.
Their entire appeal is in cold type; no
questions are answered coiors are shown
material qualities compared or exchanges
possible. Furniture Is not what you cx-
pected, shoes do not fit, the suit may be
shoddy, jewelry Of tin plate and books
in pasteboard covers. Either take them
or pay the express charges twice, fuss
for month and take the settlement
they give you in the usual way of max
ing good.
No money sent away ever gets back to
you No, it's gone for good. Taxes are
not paid, schools are not kept I'D nor
churchs supported. Charity is never as-
sisted from this source. It does not
build up the town and make it better
place to live in. The money is simply
gone.
Some merchants know how to meet
mail order competition while others cam
not see the handwriting on the wall. Tie
fellow who says. well I've been here
for twenty years. more or less and that
everybody knows me. they'll buy any,
way is the best friend the mail order
houses have. For the money orders at
the post Office show plainly that ''they''
wont buy anyway. People are not going
to hunt goods out of hidden shelves. The
merchant who makes it easy for the
customer to buy at his store Is the mer-
chant who advertises. who keeps them
constantly rclninded, who talks bargains
and values without let-up.
The home merchant has thousands of
selling advantages over the eastern con-
Germs. He knows the customers, can
talk and show them the goods and per-
sonally make good and give satisfaction.
Anything not as it should be will be
made right at once.
People have troubles, however, and
quickly forget about merchants who do
not continually remind them that he
wants their trade.
Any merchant can hold his trade and
gain more by using the same methods MS
the "cat" houses-and advertise. Adver-
tise in your home paper regularly.