Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-06-10
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 as much as 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 Ito the rights of the public.
Fifty years ago the town merchant sat in his tore and waited for
business to ome to him.
Today the successful merchant is a hunter-he must go out cunning
tor eustomers-and his mmun'i is his stock in rae n his gun IS
Country people of today are a intelligent and up to date as their
city cousins, and they gauge the merchant by his w 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 clear store, neatly displayed goods and newspaper Advertising
The country merchant should not bank o much IN the fact that he
is a necessity:
He should be progresave-constantly bidding for trade-devsing
mean of lettering the condition of the consumers and acquainting them
of the fact. He should consider their welfare, as we'll as his own.
The merchant should have ne iron creed and that creed should
never be broken: He should treat all customers alike never m'srepresent
He should join intellectually in movement. for building up and ex-
Heshould join whoehearted1y in movements for building up and ex-
pandng the business interests of the community, for success is only found
o the topnost rounds of the ladder.
as on who 1abors for the well being of the whole community, ever lacks
for customers at his store.
They migrate toward his door a naturally as the birds fly south in
Such merchants gain the confidence OF the people, for the people
know that the AM intelligence and fair mindedness which he exerts i'll
behalf of the community will be extended to his customers in CONNER
ca1 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 men IRE successful because th'r method OF business
and their very attitudes breathe success
They have many customers, because the people admire a hustler.
This tow is located in a splendid community, and it should have
a bright future ahead of it.
But it depends upon us alone.
We have some good business e in this town.
They are well supplied with brains, and those brains are capable Ut
accomplishing great results.
Individually they "a do much, but collectively they car reJoluton1ze
trading conditions of this community.
The money that is being daily sen away for goods might just as
we'll be spent in our local stores-and would be, if the merchants o.
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 competing in
quality and price with the outsider.
Then advertise persntenuy-keep the home goods constantly If the
of the consumer-awaken him to the fact that it is as much Ito his
interest as to yours to keep hs.money in circulation at home. a
When you convince the consumer that you have the goods that he
wants, and that they cal be purchased here just as cheapy a. elsewhere,
will keep his money at home by trading at nome.
The people want a live community and are willing to support live
men
Who is in the live class? Speak up, gentlemen. Speak up!