The Marshall republican., 1913-09-12
BIG BUSINESSES
NOT "MARvEl0US"
Opportunities Today Are Better
Than When Wanamaker Be-
gan His Career.

medium sized business can be doubled
or trobgr or q~uadrgpieds ., or
tells how and why hwauamsker
became a Merchant Prince"
Doubling your business VIII not IN.
vclve as much risk. as letting IL stand
still 'hN' Ss'sas 70
1t will not involvs more work fov
YOU personally.
II should not take up as much OF
your time as your present business de.
mands.
Big business are not marvellous"
1t is simply this way:
You take no special notice Of a
business until II becomes very large.
Then, as you look at It specifically
and as a whole. It appears extremely
complex. Fundamentally II may be
almost identical with your own small
business. The difference Is Just q
matter OF multiplication.
You say that John wanamaker is
n truly wonderful man. He is. But
you let yourself get such an exagger.
ated idea OF Mr.. Wanamaker'g men.
tai processes that you greatly under.
rate your W capacity and the limit.
less opportunities for p~roftably util-
izlng that capacity.
Don't Make Wrong Comparison.
II you happen to be a merchant with
q small store on Columbus avenue do
not compare with the John wana.
maker OF today: compare with the
John wanamaker Of the day when he.
too. had but n small store.
You say: but times were differ.
ont then"
We admit that.
But, fortunately for yoc. the differ
ence is Ia your favor. There are
more people to patronize you. There
are better and quicker and cheaper
methods OF secnrtlE patronage in any
line OF business.
While. times" In ZONE ways, we're
different vixen Mr. Wanamakor start.
cd. human nature was the same. Phil.
ndolphia. cscn then. was an old and
large city. There were plenty OF
stores without Mr.. Wanamakor's.
Nearly eyory merchant In every line
felt that he had about all tho com
petition he could stand and a great
deal moro "a. really ought TO
have. Hundreds y. --chants had
failed In the old city because they
couldn't stand the competition.
Mr.. Wanamaker started In a small
way aud developed from day to day
aud week TO week. Any merchan,
can do precisely the same thing now,
How Mr.. Wanamaker Did II.
n New York city had ten million
Inhabitants. instead of Ave million,
there would be about twice as many
stores and the pressure OF compe
tltlon would DO Just about the same
as IL Is today-just about the same
as IL was In Mr.. Wanamaker's early
days. when there were fewer people
and fewer stores,
Mr.. Wanamaker didn't do anything
magical. He didn't put money into
newspaper advertisements and expee,
the advertisements 10 bring magical
results.
Here is Just what he did: Bought
carefully. displayed his goods advan
tageously. trimmed his show windows
~attractiveIy. instructed his clerks e
adhere to his own squhre-deal policy
and then he started with q moderate
amount OF newspaper advertising
which brought him moderate returns
lie didn't get nor expect wonderful
returns. He was Just a plain. practi
cal business man. But he was per
BIstent. lie grew with his business
When a months advertising shove,
q fair margin OF profit he increased
, his appropriation the following month
The fact Is that the Wanamaker bust
, ness grew Just about the same a
, thousands of other businesses, excep
that Mr.. wanamaker kept up tn
steam pressure-the newspaper ad
, vertising-every business day. Will
, the multitude OF merchants competinl
, with him advertised in%frequently an,
, indiferently.
. You Can Do the Same Today.
1t would not be logical to say tina
all businesses In any n lize coul
be doubled. But pick a half doze
btOftn ut tuHuom-ot nail uolcl
Wholesale houses or Manufacturers
and the business Of each probabl
I can be, quickly increased, one hdf
Q dEed per Centric one tAoqsand ''pe
a cent ~ nm, VI Yg
n No matter who or where you ar.
we now pick you. at random. and say
II you have a small OF moderate size
y business there are about ten chance
to one that you r not making an,
where nearly as much net profit on
a Of il as could easily be made by pro-
|. erly revising your methods.
We are dwelling upon these point
q says a writer In Facts, to emphasis
q the fact that big businesses are nc
marvelous-to show you that theI
n may be an exceedingly slight diffe
q ence between you and that competite
of you'd who doss "a million dollar
q worth Of busfaess while you ara-dQtd
o twenty-five thousand dollars wort
And that slight difference may consii
z Of faulty methods In your ONCE while
h an outsider could point out to 20