Arizona republican., 1914-10-13

especial line of goods he is advertis- ing that day and that his particular house is the very one at which to lay in a supply. Yet I have seen many an advertisement that failed tc properly direct the prospective cus- toner to the store that was adver- using. That's the all-important thing. How fine it is to have a sat isfled patron guide his friends into your place. We'll, see that your ad- Vertsement does the same thing. If 1t doesn't, you are wasting money. Granted that you are doing the right kind of advertising, let us figure what you may expect in the way of reaching customers. Roughly speak ing, Phoenix has 10000 population Maricopa county has about 45,0OO Arizona has about 100000. Within tthis, according to my figures, you have a business radius for the sale of staples covering at least 100, ,OOO people, with possibilities even beyond this. This business radius, practical ly, is that limited by the outer line of the second Phoenix parcel post zone, 150 miles in all directions, within which you may send goods of almost any sort, up to fifty pounds to a package, at cost of 5 cents for the first pound and 1 cent for each subsequent pound. This covers nearly all the settled area of Ari- zona, for the state is only about 300 miles square, if you eliminate the al- most unoccupied area along the northern border. Of this settled DOT tion Phoenix is the center, decidedly favored in a trade way by it's posi- ton.
 Trade at home is as good a slogan for the Tempe merchant as it is for you. But, as a concrete ex- ample of what really does happen, is the case of a Tempe school teacher who. as he was starting home, talked to me bit unpleasantly about Phoe- nix as a whole. To get him off the subject, 1 asked: What have you in that bundle?' A suit of clothes,' he
 
 ! Tempe? The stores there don't carry as large a stock to select from and the prices here are lower" was the frank admission. He had found it good business to spend 60 cents fare and a half day of time just to buy the clothes, on which, assuredly Goldberg lost no money. Then I ran | told me it well repaid him to come to Phoenix for his foodstuffs an6 linen. There isn't a day when a | half dozen buyers don't step from l the train here from Ray, Hayden an6 | Winkelman. These people know. The main question before us today is how | best to get the news to people who 1 don't know, to people who will order 1 by mail and to whom you can shiI | by freight, express or parcel post. 1 As a starter, you have got to get | the attention of the outside S0,00t , people within your potential busi- ness radium. You have got to show l good goods at a decent price ant | that you will take the goods back il | they are not satisfied If you do less than this, you will fall short of Wha the eastern mail order. houses ar, doing now. In the way of groceries freight considered, you can compete with the Kansas City houses that ad vertise attractive combination ship ments. Your haberdashers, dry good 1 men, shoe men, jewellers, can deal di
 rect with an Arizona customer on |; far better basis than an outsider
 How best to reach the buyer is tn
 question. The mail order house.
 spend immense sums to do this. Tn
 catalogues shipped into Arizona b.
 the single firm of Sears, Roebuck { 1 Co. surely cost not less than $10,00
 by the time they all reach the pros
 pective customers. The Phoenix post
 office had the mailing here of fit and one-half tons of these catalogues receiving for postage on the lot nor
 than 5000. This was in addition t
 the cost of compiling the catalogue
 printing it, addressing it and shipping it here from Chicago by freight. assume the list sent to mainly in
 cluded past customers of the firm probably representing an annual busi
 ness of $200,000 for that one firm, ou of Arizona alone. Only a few cata
 logues stayed in Phoenix, but man.
 went out on the rural routes. Tn outside mail order business 1 don consider very material within tn
 city itself. But it is active in seek ing trade in the Arizona field aroun' Phoenix that should be considered b. our merchants as legitimately thei own. A half dozen big eastern con cerns are working within it continu
 ally, while Los Angeles is reaching
 more and more for direct AriZon: business.
 Now, you can get this business yourselves or you can content your selves with your city trade. But
 believe you should go after it ant
 go hard. The new trade secured would cost only the advertising. I
 won't add cent to your rent o
 your overhead The profit will b
 velvet It will keep your sales ant
 office forces busy during slac
 periods. It will bring in new none
 never before handled in town, no