The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1913-09-14
The Newspaper Is The
Merchants Show Window.

1 The Jacksonville Metropolis in re-
cent issue carries an able editorial on
buying through the newspapers. This
is not only timely, when the mer-
chants are returning from the north
ern markets with replenished stocks,
but Is a valuable suggestion to the
shopper.
ure, the merchants show window. If
you will take your daily paper and
study it in the same way that you
study the goods in show window, or
in a mail order catalogue, you will find
its advertisements of inestimable value
to you. The Metropolis says:
One OF the difficulties in making
household purchases is that the ma
jority of people hate to disappoint
salespeople. After the clerks have done
their best to make exp1ana tons, most
people dislike to leave without making
a purchase.
The store may advertise that 1t is
always a pleasure to show goods. But
after q stock Is disarranged, the ma
jority OF people dislike to put sales
people out. Sometimes clerks get tired
and cross and say unpleasant things
when customers are critical.
At the same time, Judging by the
analogy of business a good deal Of
study Of conflicting offerings is needed
for judicious buying. The purchasing
agent for manufacturing concern
would never dare to buy until he had
seen the leading offerings.
A great many people, for the rea-
sons set forth above, are always con-
sciously taking articles that do not ap-
peal to them. The things don't look
like good value. But either they ara
too tired to hunt for something better,
or they dislike not to buy after having
given the trouble to show goods.
When you buy after studying the
newspaper advertising, you save a lot
OF needless friction, and you get the
benefit Of competition. After compar-
ing the offerings of different merchants
you can satisfy yourself pretty thor
aughly as to which is giving the best
bargain IN a, given line. You can make
a shrewd guess as to who will make
the best cuts to clear stock, who has
had the most enterprise to secure good
styles, and the most substantial values.
All that remains, then. is to go d.
rect to the spot, and get the goods. AS
II Is ldLdi TO D1SI6pE6SGUJ III Inc White
light of public print, the result usually
proves satisfactory. Five minutes in
the newspaper saved you money, and
enabled you to avoid friction.
In this age Of hurry and stress of
life the newspapers are the busy man
OF woman's friend. The advertisements |
should be studied carefully, and should |
be clipped for reference. If you have |
acquired the habit of reading the ad- |
yer Using pages carefully, you know |
that they are entertaining. Bit they |
are more than this. They are valuable. |
Through their perusal they will save |
you dollars and cents.
Tt is for dhfs reason that advertising |
space is taken. The advertisements |
are put in the paper for your benefit. |
They are carefully studied out before |
they are inserted. It is to the mer
chants interest, even more than |
yours, to see that his goods are not |
nisrepresented. If the prospective pur-
chaser will study the local paper it |
will soon be evidenced how valuable
are the advertising pages. and how
not only time, but money may be saved /
by this method.