Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-10
The Merchant and the Community

The small town merchant is a necessity, and that which is necessary
should be protected. The community needs his wares IS much as he
needs the community cash.
But OF every small town merchant is alive to his opportunities and
his obligations.
Many of them fall by the wayside because of their ignorance of or
indifference to the rights of the public.
Fifty years ago the town merchant sat in his store and waited for
business to m o him.
Today the successful merchant is a hunter-he must go ut cunning
tor eustomeH-and his ammunition is his stock in trade and his gun IS
city cousins, and they gauge the merchant by his actions.
If he is a huster-if he keeps his store clean, his goods neatly dis
played, his advertisement running regularly in the local paper-he at
tracts the public eye, and the public follows its eye.
But a clean store, neatly displayed goods and newspaper advertising
he'country merchant should not bank too much on the fact that he
is a necessity: ..
means Of lettering the condition of the consumers and acquainting them
of the fact. He should consider their welfare, as we'll as his
The merchant should have iron creed, and that creed should
neve be broken: He should treat all customers alike, eve misrepresent
his goods, and keep his shelves well stocked with truth.
He should join intellectually in movements for building up and ex-
their rights are "a great IS his own. They do not own the town.
Heshou1d join whoehearedy in movements for building up and ex-
pandng the business interests of the community, for success is only found
IN the topmost rounds of the ladder.
as one who 1abors for the well being of the whole community, never lacks
for customers at his store.
They migrate toward his door as naturally as the birds fly south in
Such merchants gain the confidence of the people, for the people
know that the same intelligence and fair mindedness which he exerts i'll
behalf of the community will be extended to his customers in CONNER
Most country towns have a few such merchants in their midst, and
the community is the better off for their presence.
You invariably find their advertisements in the local papers, telling
of the merits of the wares they have o sell, and giving the people that
to which they are clearly entitled.
Such business men are successful, because their methods OF business
and their very attitudes breathe success. |
They have many customers, because the people admire a hustler.
This town is located in a splendid community, and it should have
bright future ahead of it..
But it depends upon us alone l.
We have some good business men in this town.
They are well supplied with brains, and those brains ire capable of
accomplishing great results.
Individually they an do much, but collectively they a revoution1ze
radng conditions of this community |.
The money that is being daily ser away for goods might just as
we'll be spent in our local stores-and would be, if the merchants arose
o the opportunities before them. !;
1t is the easiest thing in the world to keep the money at home, for f.
are o fools.
just keep the goods the people want, and of the quality thew want
Sell those goods at a fair margin of profit, thereby comnetin, in
quality and price with the outsider. Il.
Then advertise persistentIy-keep the home goods constantly in the Il
of the consumer-awaken him to the fact that it is a much to his
interest as to yours to keep his money in circulation at home.
When you convince the nsum that you have the goods that he II
and that they car be purchased here just as cheap1y a elsewhere, |
e will keep his money at home by trading at nome. Ill
The people want a live community and are willing tt support live
usiness men. Ill
Who is IN the live class? Speak up, gentlemen. Speak up! I'll