The Athena press. [volume] (Athena, Umatilla County, Or.) 18??-1942, 1914-05-08
THE FARMER AND THE COW

Would He Buy One From a Picture? ?
Mail Order Houses Use Exaggerated
Drawings and Paintings Instead of
Photographic Reproductions - Stung
and Nothing is Said About II.
copyrighted, 1914, by Thomas J. Sullivan ]
A book with pictures and a book
without pictures differ nearly as much
as room with windows and a room
without windows, for pictures are loop
holes Of escape to the soul, leading 1t
to other scenes and spheres where the
fancy for the moment may reyel, re-
freshed and delighted. They are win
dows Of imprisoned thought.
A picture is invariably an exaggera-
ton Of the object reproduced, and, gen.
orally speaking, to please 1t must de-
ceive.
Of Deceptive Value.
The deceptive value of drawings or
paintings over photography is recog-
nized by no one more fully than by the
great catalogue houses. hence their
adoption Of the most expensive method
of displaying their goods to the public,
well knowing that photographs tell the
truth, 80 far as correct pictorial re-
production Is concerned, and would not
be conducive to good business methods
when the goods offered are faulty.
How many farmers would think of
buying a cow from q picture In a
newspaper or catalogue, with just
name and description under it? OF
course the description would say that
the COW was fine black and white
COW, weight 800 pounds and so many
hands high, free from blemishes and
offered at the reduced price of $39.07
because of spot cash deal with
stock farm which failed.
There Is as much sense In a pur-
chase Of that nature as there is for
farmer to buy buggy, "our own
brand" at $24.70 when he can get the
real article from his home dealer for
S25 and have the privilege Of inspect
ing 1t before buying. And no freight
to pay.
Did Farmer Consider Everythine2
While talking to farmer the follow.
ing was CLEANED: Farmers, as a rule,
do not like to send their money to Chi
cago or any other place for their goods.
They would rather buy Of their local
merchants IL their prices are not out
OF reason. Merchants generally buy
their goods where they can get them
the cheapest whether in Chicago, New
FORK or Asia, no matter how much Of
the same goods the farmer has to sell.
The price Is the first and last consider
alton. They fix the price of what he
sells MS well as what he buys. Can
the farmer be blamed for buying
where he can get the best bargains?
He wants to enjoy the same privilege
ns the merchants do. Fair play is all
he wants."
A Business Injustice.
But did the farmer who made the
above remarks take everything into
Did he remember that
while the local business men are main
tanning markets for the farmers, assist
Ing In making roads to these markets
md doing all they can to help the farm
nr, the inail order houses that have not
4 cent invested In his vicinity do not
buy a dollars worth of the farmers
,rops nor contribute cent to the wei
ARE OF the community? Yet they are
yetting n goodly portion of the local
rnde. and business men naturally feel
hat 1t Is an injustice. 1t Is, and the |
,nly way to overcome 1t is by ADVER-
Using.
Visit to Country Town.
Merchants should publish COM
)arlson of their prices with those of |
he retail catalogue houses-hght them
With their own weapons, While visit
ng country town recently the writer
made some Investigations and discoy-
,rles, For example, Chicago mall
rider house was selling 100 pound
mounted for $3,1o. The |
ocal merchant sold the same article
or $3.25; freight from Chicago, 55
'ents. making the mail order article
'ost $3,05; seam roofing, $2.S5 In Chi
ago and $500 from the local mer-
hant, freight 10 cents per square to
20 added to the $2,s5, making 1t So de-
iyered; washing machines, $685.
gainst $375. freight Is cents to be
dded to the $3.S5, These are facts
which every merchant can prove and
'eep right on proving all the time,
Cash at Home Too.
Local merchants win quote prices on
,oods so low that catalouge and mail
rider houses cannot duplicate them.
But you must pay cash, Mail order
Iouses demand the cash In advance.
Why not pay the local merchant In adj
ancel Besides. when you buy from
catalogue you send your money
way from your home town, You buy
rom picture and wait n week or
en- days for the goods to arrive; then
ou open up your prize box to see
Vhat you really have drawn In the
Dttery and what you have to show
or your money. II you have drawn
no OF their "baits" you tell your
eighbors and friends about it-in fact,
'ou will tell every one about 1t, IL
ou find, MS Is usually the case, that
ou were "stung" you say nothing
bout II; your lips are sealed as tight
S death.
Exclusiveness.
The pinhead puts barbed wire
ence around himself because he In
tinctiyely knows he's fourfusher
md is afraid youll find 1t out if you
'et too close.--lndlanapolis Star