The evening times. [volume] (Grand Forks, N.D.) 1906-1914, 1913-06-21

of selling it is to sell it himself. h
owns 1t, he knows it, possibly he has
made it and can tell you its merits
more ~convincingly than anybody else.
The next best method is to have a
good mantle next hest friend of
The nlerchandise-sell it for him.
The next hest plan is to sit down and
write 10 somebody whom he knows is
interested in his merchandise. These
methods are ali slow. however, and
they don't produce the volume. The
rear way IL to use a newspaper. Wher
he has exhausted the possibilities of
me newspaper. then there are many
other media to ne used With profit in
one way or another. But first comes
the newspaper. If YOU want to reach
the majority of the people in any 10
callty and reach them right-with a
story Of our merchandise-the news
paper is the medium. The s. per
goes where the people are. 1t talks
10 thousands where the individual
salesman can talk TO only one man.
In any big city in the United States
the greatest of merchandising institu-
Nons-the department store-appeals
TO a majority of the people and gets
the business. The daily newspaper is
used practically TO the exclusion OF
any other medium. The success of
the modern department store is well
known. In the past few years il has
developed more rapidly than any other
dlrect method Of merchandising. And
the law is practically established that
a business to be ideally successful in
reaching a majority of the people in
any one locality must use the news
paper largely.
Take the different localities. lump
them and. behold, you have a national
locality" for the national distribution
can be nothing else thar local distri-
button multiplied. In other words.
you can have local distribution with
out national distribution, hut YOU can
not have national distribution without
local distribution.
Il nave dwelt on national advertis-
ing for two reasons First. because
this has been a seemingly hard nut for
newspapers tc crack. Second. because
the local distributor - retailer and
wholesaler is going to have more and
ing. There has never been any ques-
ton about local advertising-local
merchants-and it is through the To-
cal merchant that final distribution
ome More and more the so-called
national advertiser is going to ask the
advice of the local merchant-local
representative. II you please-abou,
~" tlSliiS
eventually. it is coming in big Jumps
into the local newspaper where it be-
longs. There are dozens and dozens
Of big appropriations in now or
headed this way. Welcome!
The big national advertisers are
beginning to find they can get quick
action here. There's no waiting. The,
can concentrate in a section, send
their sales people in. get quick Coop
Grafton and quick results. There's no
lost motion-no vas circulation.
Every newspaper subscriber counts.
AccummuIative Value.
The local merchant advertises to-
day-and he gets the crowd and the
money and a distribution of his goods
tomorrow-and the day after, and the
day after that. But that's not all.
He adds to his assets in a different
way. for that advertising in addition
20 his profits of tomorrow, has a pos-
tive accumulative value-if his
statements and his goods have been
honest-he has added to his stock of
confidence, good will-something to
start in business with day after to-
morrow II his store and every particle
of his merchandise goes up in smoke
tomorrow night. The mar who
G. uges his advertising by the mere
profits Of tomorrow hasn't the slight
est conception of the dynamite power