Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-13
The Merchant and the Community

The small town merchant is a necessity, and that which is necessary
should be protected. The community needs ms wares as ""0A o
needs the community cash. ,d
MANY of hem fall by the waysde because of their ignorance OF or
indifference to the rights of the public. u,aed or
Fifty years ago the town mefenan sat /" '' SO
TO-DAY the successful merchant is a hunter-he must go out cunning
for customers-and his ammunition is his stock IN RAD ao HE 3"
the local newspaper. 20 late as their
city cousins, and they gauge the merchant by his actions. ST. H..
If he is a husler-if he keeps his store clean his goods heAIy o 80
played, his advertisement running regularly IN ne ''' ppN
tracts the public eye, and the public follows its eye. -:.a
But a clean store, neatly displayed goods and newspaper Sap advertising
are not h onlv requisites O a successful mercantile career
The country merchant should not bank to- much on h act a he
- d He should be progressve-constanuy bidding for trade-devising
means OF lettering the condition of the consumers n quamu '""
nf h fact He should consider their welfare, as well as his own.
The merchant should have n iron creed n Ia c'eea S snout
never be broken: He should treat all customers hke, lev" ""'pN
his goods, and keep his shelves we'll stocked VITA uuuI -. :. ,d e.
He should join intellectually in movements or building u pa P anu w. sn
their rights are as great as his own. lney 90 NOV "" 'N N
:" Heshould Join intellectually in movements for building p and .,
banding the business interests of tn community for success SIS o"S '"N
Or he topmost rounds of the ladder.
The merchant who has built up a reputation as a pubic sp",'ea man. nan
al n who 1abors for the well beng OFT ne "noiee om"'"' A'@
for customers at his store. ,:as ev so,+b in
They migrate toward his door as naturally a the o"o ny so"A Ia
Such merchants gain the confidence OF the people, tor TIC cop
know that the same intelligence and fair nnndeoness wmen nv nv cammer-
behalf of the community will be extended to his os'0"' " ~'""~
Most country towns have a few such merchants in their midst and
the community is the bettero off for their presence. u-
You invariably find their advertisements in the local papers, tan n
of the merits of the warest they have to sell, m giving "' p'pN '"
information to which they are clearly entitled ..
Sucb business men are successful, because their methods OF ous"os'
and their very attitudes breathe success h,s,.r
Tbevb ave manv customers, because the people admire a husuef.
This town is located in a splendid anu " '"N
a bright future ahead of it.
But it depends upon us alone.
We have good business men in this town.
Tbeva are wei supplied with brains, and those brains are capable %
accomplishing great results. ..-
Individually they can do much, but ohect'vef thy Cd" 'e'0""
trading conditions of this community.
The money that is being daily sent away for goods might "sta d
we'll be spent in our local stores-and wouid De- " III" ""N"
tt the opportunities before them.
1t is the easiest. thing in the world to keep the money at home for
customers are not fools.
lust keep the goods the people want, and of the quality they want.
Sell those goods at a fair margin of profit, thereby competing i'll
quality and price with the outsider.
Then advertise persisten1y-keep the home goods constantly in the
mind of the corsumer-awaken him to the fact that it is as much to MS
interest az to yours to keep his money in circulation at home
When Won convince the consumer that you have the goods that ne
wants and that they al be purchased here just IS cheaply is elsewhere,
h. will keen his money at home by trading at nome.
Tb. ,eooe want a live community and are willing to support NV
business men
Who is in the live class? Speak up, gentlemen. Speak up!