The Colville examiner. [volume] (Colville, Wash.) 1907-1948, 1911-06-24

Use to know that there is nothing in it of benefit to
the people themselves but much of benefit for the
liquor traffic.
The republican party stood sponsor for local
option, and will now pay the penalty. When TO-
OOo determined grangers decide that they have
been deceived there is something doing"
Would that Ananias E. were in the state now,
to see the finish of his pet measure.
Reader, in every issue of the Examiner you find
number of advertisements paid for by the mer-
chants of this city. Sometimes you read these
ads, and perhaps sometimes you skip them and
cuss the editor for not putting in more reading
matter instead of filling in the space with ads.
8 But-have you ever stopped to consider the
psychology of advertising? Did the thought ever
strike you that every one of these ads means some
thing to you?
Listen: Every man who carries an advertise
ment in this, or in fact any other paper shows by
that very ad that he is the for you to patronze
There is a scientific reason for this
A man who advertises shows at the outset that
ne Is selling goods better or cheaper than the man
who does not advertise. Why? Because the man
who advertises is seeking QUANTITY of sales, by
attracting attention from possible purchasers to
his own wares. And quantity Of sales means
either lower prices or better quality to the con-
sumer Everyone must know that the man who
buys his goods in quantities not only buys cheaper
but better, and the man who tries to sell in large
quantities must and does give better values than
the man who sells only in small lots or only to
few people. He has to give better bargains to get
and to retain his quantity trade.
Every man who advertses shows his determina-
ton to sell in QUANTITY throughout the COM
munlty-more sales, more goods in a sale, and
stock passing through the store quicker. Mer
chants make their profits not in the amount of
profit on individual articles, but in the number of
times the stock can be turned over'' in year,
meaning the number of times he can get profit
/ on his dollars
A bank might lend 81 for year and get go in
terest for it. The bank gets a gross profit of 8
cents on the transaction. But if merchant buys
an article for 81, sells it for S108 invests another
81 in like article and within month again sells
the article for ST. O8 and repeats the process IL
times during the year, the merchant has doubled
his original 81 in a year. The oftener he makes
the 81 earn cents for him, the more money he
makes. Thus it stands to reason that he is willing
to cut something from the profit the 81 in order
to make the money move faster, and he may make
the 81 profit him cents in order to make thrice
the transactions in year off that original 81.
And do you see? He advertises in order to make
that 81 move and work faster for him, cutting of
small profits (Which the customer gets in order to
make the 81 move faster Both the merch ant and
the customer are benefited
Pick any merchant in Cove who does not ad-
vertise and you will find he either gives less quail
ity or charges more profit than the man who ad
vertises regularly. If you don't believe it, invest
igate. And if any merchant tells you the old ia
BILE about giving the money which he would spend
in advertising, to the customer, you can be sure
that that merchant is one of the old school of
country statesmen who could not hold job in
modern city department store-for the new mer
chandising is based on mathematical calculation
that of who can make the dollar move the fastest
during the year-selling more QUANTITY Of
goods even at lower profit.
If you have any doubt as to the above state
ments, consult the men who DO sell lots of goods.
There is reason for everything in our world, and
there is reason for sales in quantity and at low
profits. And when you are looking at the mer-
chants ads, just remember that those who do ad-
vertise are those who understand merchandising
understand that the greater profit to the merchant
and the lower price to the customer all lie in MAX
ING THE GOODS MOVE FAST.
From suite of offices in Williams street, New
York-which is just at the edge Of the Wall street
district-an extensive campaign against reciproc-
ity is being waged A force of stenographers
and writer's is sending broadcast literature telling
the farmers they will be ruined by reciprocity.
Senator Stone has had the men in charge of the
bureau subpenaed in order that the finance COM