Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-04
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 as much as he
needs the community cash.
But o 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 tor and waited for
business to come to him.
Today the successful merchant is a hunter-he must go tut cunning
the local newspaper.
city cousins, and they gauge the merchant by his W actions.
If he is a hustler-if he keeps his store clean, his goods neatly dis
played, his advertisement running regularly in the local paper-he at
tractst the public eye, and the public follows its eye.
But a clean store, neatly displayed goods and newspaper advertising
ire not the only requisites % a successful mercantile career.
The country merchant should not bank too much o N the fact that he
is a necessity.
He should be progre~ive-constanty bidding for trade-devsing
means of lettering the condition of the consumers and acquainting them
of the fact. He should consider their welfare, a well as his
The merchant should have eiron creed, and that creed should
never 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-
neither does he.
Heshould join wholeheartedly II movements for building up and X
pandmg h business interests OFT NJ community for success is only found
The merchant who has quilt up a reputation as a public spirited man,,
as n who labors for the well being oft whole community, never lacks
for customers at his store.
They migrate toward his door as naturally "a the birds fly south in
Such merchants gain the confidence of the people, for the people
know that the sam intelligence and air mndedness which he exets i'll
behalf OF the community will be extended to his customers in CONNER
chl life.
Most country towns have a few such merchants sin 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 waresth they have o sell, and giving the people that
information to which they are clearly entitled.
Such business men IRE 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
a bright future ahead of it.
But it depends upon us alone. |
We have ome good business men in this town.
They are well supplied with brains, and those brains ire capable OF
great results.
Individually they al do much, but collectively they can revolutonze
trading conditions of this community. l.
The money that is being daily sent away for goods might just as
we'll be spent in Il local stores-and would be, if the merchants arose
the opportunities before them. <
1t is the easiest thing in the world to keep the money at home, for
are ot fools.
Just keep the goods the people want, and of the quality they want.
Sell those goods at a fair margin of profit, thereby competing in |,
quality and price with the outsider
Then advertise persstently-keep the home goods constantly in the
mind of the corsumer-awaken him to the fact that it is IS much to his
interest as o yours to keep his money in circulation at home.
When you convince the consumer that GU have the goods that he
and that they can be purchased here just as cheaply as elsewhere,
will keep his money at home by trading at nome /
The people want a live community and are willing to support live "A
business men J.
Who is in the live class? Speak up, gentlemen. Speak up!