Elk City mining news. (Elk City, Idaho) 1903-1913, 1913-05-01

a 50-mile radius, and are going after
this business, on comparatively
small scale of course, but aggressive
ly and effectively. They can meet and
get acquainted with the people and
they should take part in all move
ments for the benefit of the commun-
ity-not only in contributing money,
as they are always expected to do.
but in becoming real leaders and men
Of influence.
And finally, the country merchant
should not overlook the Importance
and influence of the local newspaper.
A newspaper can not give in service
any more than it receives in revenue,
yet some people appear to be disgust
ed because the local paper In a town
Of 1000 does not come up to the pa
pers in the city of 100000. Undoubt-
eddy some country newspapers are
not up to what they ought to be, but
to anyone who knows what's what in
the newspaper game it is a marvel
that so many of them get out such
fine, breezy and public-spirited papers
as they do, considering the size of the
town and the patronage they receive.
ne TlSuI KIM Oh advertising pays
In any line of business. The better
the advertising the better it pays. Ad-
vertise, and advertise in a business
like way. Feature some specific ar
| ticle or articles and make your ads
| seasonable. Plain. straightforward
selling talks are what you want to
put in your ads. The use of appropri-
ate illustrations adds much to the ef-
fectiveness OF an advertisement. 1t
not only makes a pleasing ad, but 1t
gets the attention of the reader. An
appropriate cut often makes a small
ad the feature of the page. Many
manufacturers will gladly furnish
merchants with cuts featuring their
goods.
The Local Paper.
1t is to be regretted that in many
towns the business men seem to be
unaware of the encroachment the big
mail order houses are making on the
trade that should belong to the loca
merchants. The mail order houses
realize that the best advertiser,
medium is the local newspapers an,
are buying space in them whereve
they can.
There are two essentials necessar
to success in modern business: First
to have the goods at reasonabl
prices; and, second, to let the publ
: know it. Many local merchant
throughout the country are inclined
. consider advertising an expens,
r whereas, the mail order houses col
slider it an investment from whic
n they derive big dividends, and the
O further realize that without adverti
n ing they would soon cease to exist.
: The advantage in the use of adve
: Using is greatly in favor of the HON
O merchant, inasmuch as he shoul
O know his trade better, and as tt
II money he expends for advertiser
l. rarely leaves the community and tt
v merchant again receives a conside
II able portion of it directly or inc
IS rectly.
&c Mr.. Merchant! If you withhold a
n vertising from your local editor, cou
n you blame him for accepting mail c
der house advertising? And yet it
10 time that nine out of every ten cou
"a try newspapers who have been offer
n mail order house advertising, ha
turned it down. Ana when he tur
ar down this foreign advertising are "
~ repaying him in kind when you SCI
20 a job of printing away TO some b
10 city? Are you not guilty of the saI
o. fault in doing this that you compla
a. of in your customers? 1t is not or
ne up to you to back up your loo
n newspaper, but it is to your intere
70 to do so.