Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-05
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 IS he
needs the community cash.
But not 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 con to him.
Today the successful merchant is a hunter-he us go II cunning
the local newspaper.
Country people of today are as intelligent and up to date as their
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
tracts the public eye, and the public follows its eye.
But a clean store, neatly displayed goods and newspaper advertising
are not the only requisites to a successful mercantile career.
The country merchant should OF bank to- much on the fact that he
is a necessity:
means of lettering the condition of the consumers and acquanhng them
of the fact He should consider their welfare, as we'll as his own.
The merchant should have M iron creed and that creed should
never be broken: He should treat all customers alike, never misrepresent
his goods, and keep his shelves well stocked with truth.
He should join intellectually in movements for building up and ex-
Heshould join wholeheartedy in movement for building up and en-
panding the business interest," oft m community, for uccess is only found
on the topmost rounds of the ladder.
The merchant who has built u D a reputation as a public spirited man,
as who 1abors for the well being OF the whole community, never lacks
They migrate toward his door as naturally as the birds fly south in
Such merchants gain the confidence OF the people, for the people
behalf of the community will be extended to his customers in ommer-
cal life.
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 to sell, and giving the people that
information to which they are clearly entitled.
Such business lei 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
a bright future ahead of it.
But it depends upon is alone.
We have some good business lei in this town.
They are well supplied with brains, and those brains are capable OF
great results.
Individually they al do much, but collectively they AN revolutionze
trading conditions of this community.
The money that is being daily sen away for goods might just a
be spent in our local stores-and would be, if the merchants aros
the opportunities before them. !
1t is the easiest thing in the world to keep the money at home. for
are not fools.
just keep the goods the people want, and of the quality they want
Sell those goods at a fair margin of profit, thereby competin2 in
quality and price with the outsider.
Then advertise persitenhy-keep the home goods constantly in the
mind of the consumer-awakenh him to the fact that it is az much TO his
interest as to yours to keep his money in circulation at home.
When you convince the consumer that you have the goods that he
wants, and that they "a be purchased here just as cheap1y as elsewhere,
will keep his money at home by trading at nome.
The people want a live community and are willing to support live
men.
Mbo l. IN III Live class2 Sneal Id nentknen Sneal unl