Lincoln County times. (Jerome, Idaho) 1911-1919, 1912-02-22
EOOD FOR THOUGHT.

Falls are up in arms over scurri-
lous circular sent out by II large
mail order house, and this fact has
prompted the Times of that place
to remark A. follows:
There are several methods OF combat
ing mail order business which the Times
respectively submits 10 the business men
One ls in the llse OF printers ink and
advertising space oi the newspapers. 1t
has probably come to the notice oi a
number right at present, that M"ntg"n-
cry Ward X Company believe in printers
ink in one form AT least, and that has
caused some disturbance in this city.
Right al present in the city Oi Twin Falls
some twenty per cent oi the business
houses are doing ninety per cent oi the
advertising which is bringing in trade
ior the entire city The rest ui the bus
in,-s- men can be said Ia realize un the
other fellows energy. In checking over
thc ground floor business HOUSES Just
along Main avenue, them. arr. some nine
ty-eieht businesses represented. Oi that
number only thiry-onc firms carry any
advertising whatsoever during the year
Ol the thity-onc only sixteen can he said
to bc consistent advertisers In two sol
i'll blocks along this avenue there s only
one advertiser Draw your own concu-
a.. 1
said with regard Ia the other business
sections. The business men who an.
bringing in trade aud keeping Twin
Falls Ia the front ar. also the heaviest
contributions Ia every iuna for public
benefit. Think ii over Do you wonder
that the mail order houses have easy
picking of the tract when eighty per
ccni Of the business houses are continually
silent a. to their wares
The sentiments ahove expressed
are equally applicable To- the mer-
chants OF Jerome. The fact that
judiciuu- advertising j. necessary Ia
the success of any business has been
demonstrated 81 often that ii Is I'M
necessary tncall attention Ia II NOW.
Ii should le considered Just ~
necessary an expense I" the pro
gre--ivc merchant H. hi, rent or fue
bill. The average citizen of an,
progressive community to-day, scan
the advertising columns of a news
paper a closely a, they do the new
columns. The spirit Of economy pre-
yail- i'm the homes of almost ever
one and il l. through the column
Of their local paper that they eXpr
Ia learn where they can buy I" til
best advantage. Not finding thcl
local merchant represented IN thr-
columns they resort To their ma
order catalogue, of which aboI
every home has a copy, and the It
suit is that. finding what They wan
they Join with their nrighbor~ IN a
order for goCds II amy one d"uh
this assertion, it Is only nrcr-Sa'
to consult the freight receipts e
file at the railroad station here
While We firmly believe that }
rome has a. progressive sci "l hu
mess men A. can hc found IN Al
town Of its size in southern ldah
a glance AT the advertising colnm
of either of the paper puhllSh'
here would indicate to the ouISl'
reader that we were sadly in ne
of business representatives, or 'I
what we did have were d'
ones Glance at anyol the pap'
reaching us from much Sn'a'
towns in this section and You W
find their advertising colun
crowded 10 their limit w''h
names of the business firms IN
town. A newspaper Is mt
stronger index to the progress
ness of a town than many "",
imagine, and many cap'''''''
decided the point for his invr''m
ON the appearance of the advrr'''
columns of the local newspaper
is not our province to dictate
course to be pursued by any nj