Clearwater Republican. [volume] (Orofino, Idaho) 1912-1922, 1913-06-06

Ter house for compiling. printing.
postage and distributing its large
bulky catalogs from 3 to s per cent Of
It's gross sales; IN expense the home
does not have. So. while
the catalog house has some advantage
in buying power. the local dealers
smaller selling expense enables him
to compete and get his fair share OF
the business.
The artist idealixes. He leaves out
the imperfections and puts projections
in their place. And this applies
he il painting landscape or |
q picture Of . stove. The
mail order houses employ the best
artists" money can buy. not only for
drawing the pictures but for word |
painting" a. well. The goods In the
catalog are always cheap in the light
of the pictures and descriptions. but
the goods themselves seldom come up
to representation. There are wise
people who win not buy = horse until
they have looked at its teeth and felt
Of its legs: but they buy . harness
for 1t from q picture they see In .
catalog. Did you ever see an animal
In . circus that looked quite - clean.
quite a. big and quite ~ ferocious ~
It did ON the postersf Do you expect
that any article in catalog u going
to be - perfect - the illustration
and description II the quality ID not
- high. a you thought It would be. II
the price % low ~ you expecterf
1t is strange that farmer or other
consumer who looks upon his local
merchant with suspicion will place
implicit belief In every word in the
mail order catalog Of some distant
firm whose members are all strangers
to him. Yet that suspected local
dealer 10 usually his friend and neces-
sarily directly concerned in his well
fare and in giving him square deal.
Truly. ''the prophet 10 not without
honor save in his own land" The
farmers implicit belief in the catalog
Is recognised BY the mail order
houses and 10 . lever which most Of
them do not fail to use to the utmost
Of its possibilities.
| Albert G. Loab, vice president and
treasurer Of Sears, Roebuck q Co.. in
telling . representative Of the Ameri-
can Lumberman some Of the reasons
contributing to the success Of his
house, II reported to have said:
why. do you know that II Sears,
Roebuck & Co. sold electric belts to
the farmers we would get Thousands
Of beautiful testimonials telling what
. marvellous benefit they were. how
the writer's were 30 near the edge Of
the grave before wearing the belts
and how after wearing them the all
ment entirely disappeared. There
would be lots Of profit In these belts
perhaps 400 per cent" "Now. why
would these belts cure" he waa
asked. why? Simply because the
farmers believe every word in oul
catalog; yes. they believe every
word" answered the mail order mag
nate.
Probably few druggists nowadays
sell electric belts; at least they DE-
not recommend or guarantee them
But man might buy better belt o.
his local druggist than he would likely
get from any mail order concern and
then come back at the druggist will
some vigorous kicks about the belt.
i In the Chicago Tribune Of Decem
Der 81, 1911, there appeared . largt
advertisement commemorating tn
fortieth birthday Of Montgomer,
Ward & Co. This I'd reviewed II
glowing terms the wonderful growth
Of the firms business. dilated upon IT
record for 1911 and enumerated tn
many lines Of merchandise handled
At the opening Of the I'D occurred thi
sentence: CAS- this Is our forfeit
birthday, we feel that . word to tn
people of Chicago relative to our bus
ness and It's marvellous growth 10 al
, ting" And later on is this: lou
entire business 10 devoted to person
living outside Of Chicago" It woul
seem this advertisement might NOR
, properly have been dedicated to th
people outside Of Chicago rather tina
] to the people OF Chicago. But VIII
{ do not Montgomery Ward q Co. an
} the other large Chicago catalo
: houses sell to the people Of Chicago
: The answer II easy: Simply becaul
. they cannot compete with the regul,