South Bend news-times. (South Bend, Ind.) 1913-1938, 1914-12-23
MISHAWAKA MERCHANTS.
ALIVE TO ADVERTISING.
Attribute the Greatest Christ
mas Trade in City'S History
to Newspaper Advertising
Pay News Times Tribute.

With Christmas but two DAYS off
the leading merchants of the city
with acclaim proclaim the present
festive season the best they have ever
known in The history OF MishaWaka's
business. For the past four weeks
the retail trade has had all that IL
possibly could attend Go. and during
the past 10 days extra help has had
u be employed TO assist in serving
the anxious buyers.
Speaking 90 The News Times Tues
day evening several of the merchants
declared that they had been simply
amazed at the volume of Christmas
trade that had been done i'm Misha-
waka this year. This trade or the
most OF IL. has in past years been go
ing elsewhere but in the early part
of 1914 some of the more broadmind-
cd and liberal advertis rs started n
movement whose one aim was 20 get
the goods" They wished the idea dis
PEELED that YOU couldn't buy In Nish-
awake what YOU could get elsewhere
near 90 home. To some extent this
was truism. but today it may be
said in all fairness to GHshawaka
merchants that they make an hon
est effort 90 keep everything on their
shelves which is ordinarily s1lcable.
while in "a few of the larger stores
every article in any particular line 90
re found in Chicago and other cities
is right here i'm Mishawaka
Asset to Trade.
This one reason is, i'm itself a vail
liable asset to the trade Of the city
Another. and just ms important. is
the fact that more of the merchants
than heretofore have been more lib
eral in their use Of printers ink. A
few years ago they would have
scorned the idea of advertising in
the newspapers Today they are the
greatest believers i'm it's efficacy. a Ger
tain part Of the profits OF their bust
ness is set aside for this purpose and
among the merchants Interviewed
enc OF them stated that he attributed
the success Of this Christmas trade.
. first of all to newspaper Advertising.
and secondly 20 show the goods as
represented representation has
no place in the advertising curriculum
of the leading merchants. who are
generous users Of the newspa pers.
Through these pages they tell the
public i'm a simple and convincing way
what they have 10 offer them. and by
this means of carrying the message
consumer and seller get together
O9ne OF the largest advertisers in
NIishawaka. Cor instance is the firm
Of @. +. Lang & Co, hardware
merchants This firms store is
buy and that they come back again
is a pleasing reflection on the firm $
standing Their stock is one of the
largest TO be found in its particular
line i'm st Joseph county. and far be
yOnd cts confines. what Lang hasn't
got we can't get So we may as well
get something else" The firm does
an enormous trade among the farm
crs. who crowd the store all day. and
with "a view To culuVating this class
of business Mr.. Lang speaks TO the
farmers over their breakfast table.
lie does il through the columns of
The News-Times which this class of
readers get at their homes before they
sit down TO their early meal He tells
them what he has To offer them. what
NE thinks they need and they cut the
advertisement out and come To- town.
An0thCT Reliable Concern.
This applies Co the Beiger Furniture
TO. and other concerns just as well.
The former is one Of the oldest estab-
liShed furniture concerns i'm 81. JOS
cph county and hans established a
reputation for fair dealing chat is TO
Dee eDvied The immense stock car
ried by the Beiger firm. a stock Sc