Clearwater Republican. [volume] (Orofino, Idaho) 1912-1922, 1913-04-25
n COUNTRY TOWNS ARE TO
PROSPER AND RETAIN
THE PEOPLE.
STORE PEOPLE LET CHANCES SLIP BY
Patrons Can Usually Get From Home
Merchants \ Better Value for Less
Money-Merchants Must Inform
People What to Expect.

ing them from Influences that are
tending to draw trade and population
away from country districts and to
longest people and business in the
larger cities, eficient and up-to-date
business methods on the part Of local
merchants are necessary. Farmers
and other consumers In the smaller
towns are often criticized for buying
away from home. While it ID true this
hurts the community, business 10 bust
ness, and II they 9 do better, or
think they can do better. BY buying in
Chicago than in their home town.
they can not be greatly blamed for
doing 20. It lie also true that, taking
everything into consideration. they
ri usually buy anything they may
need " want Of their home merchant
Just a. economically - they q any
where else, and In many cases they
get really better value from their
home merchants. But II the public
does not know this and II the lure Of
handsome oatalogs from far-away CON
Germs Il stronger than the business
methods Of the local merchants.
whose fault is 1T
There ID much truth In the follow
Ing resolution adopted ct the meeting
OF the Inland Empire Press associa-
ton in Spokane In June, 1919: I'VE
further believe that the merchants Of
the small cities and towns : In .
measure responsible for the inroads Of
the mail order houses upon their
trade. Having the advantage Of inn
mediate and personal contact with
their customers, they should. BY adopt
ing modern merchandising methods
and through intelligent and persist
emit advertising. be able to compete
successfully with the mail order
houses"
It ID obvious that II the tendency to
buy away from home and from large
eastern catalog houses continues to
increase it can do 30 only ct the u
pense Of the country trading and pros
perity. The ultimate result must be
the decay and disappearance Of the
country town, which is the natural
business and social center OF the COM
munity. In killing on the country
town the best and most convenient
market for the farmers produce is
destroyed, the country becomes q less
desirable place in which to live and
the farmers land ~depreciates In
value.
So better merchandising Is q prime
essential In perpetuating and
strengthening rural community cen
ters.
There are many things along better
merchandising lines that the country
retailer might do. In the first place
he can, at small expense, make the
store front o attractive and de-
vote more attention to window dis
plays. Some stores have rest rooms
for the women and flnd they are ap-
preciated by their customers and are
well worth the slight Investment.
Some merchants are also realizing
that the new parcel post law affords
them an excellent opportunity to do
q considerable mail order business
themselves In the nrst zone, or within
. 50-mile radius, and are going after
this business, on q comparatively
small scale Of course, but aggressive
" 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.
a. 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 . town
Of 1000 does not come up to the "a
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 II : marvel
that 90 many Of them get out such
'nne. breezy and public-spirited papers
- they do, considering the size Of the
town and the patronage they receive.
The right kind OF advertising pays
IN any line Of business. The better
the advertising the better It pays. Ad.
vertise. and advertise In Z business
like way. Feature some specific Ar
ticle or articles and make your ads
Plain, Straightforward
selling talks are what you want to
put In your ads. The use OF appropri-
illustrations adds much to the ef
fectiyeness Of IN advertisement. Il
not only makes q pleasing I'd, but It
gets the attention Of the reader. An
Appropriate cut often makes . small
ID the feature Of the page. Many
manufacturer will gladly furnish
with cuts featuring their
The Local Paper.