Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-06-09
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 wayide 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 eto him.
Today the successful merchant is a hunter-he must go ut cunning
for euHomers-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-f 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 e clean store, neatly displayed goods and newspaper advertising
The country merchant should not bank too much o 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 well as his own.
The merchant should have ne iron creed, and that creed should
never be broken: He should threat all customers alike, eve misrepresent
his goods, and keep his shelves we'll stocked with truth.
He should join intellectually in movements for building up and ex-
neither does he.
Heshould join whoehearted1y in movements for building II and X
pandng the business INTERESTS OF M community or success is only found
o the topmost rounds oft the ladder.
The merchant who has built up a reputation as a public spirited man,
as n who labors for the we'll being of the whole community, ever 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
know that the anne intelligence and fair nindedness which he exerts i'll
behalf of the community will be extended to his customers in CONNER
cal life.
Most country towns have a few such merchants in their midst and
the community is the better off for their presence.
of the merits OF the wares they have to sell, and giving the people that
information to which they are clearly entitled.
Such business hen 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 us alone.
We have some good business lei in this town.
They are we'll supplied with brains, and those brains are capable OF
accomplishing great results.
Individually they al do much, but collectively they can re 5oluhonze
trading conditions of this community.
The money that is being daily sent away for goods might just as
well be spent in our local sores-and would be, if the merchants aros
the opportunities before them.
|. is the easiest thing in the world to keep the MONEY at home for
are nc fools.
Just keep the goods the people want, and of the quality thew want
Sell those goods at a fair margin of profit, thereby connecting in
quality and price with the outsider.
Then ADVERTISED ersiten1y-keep the home goods constantly in the
of the corsumer-awaken him to the fact that tit is as much to his
interest as o yours to keep his money in circulation at home. a
When you convince the nsum that you have the goods that he
wants, and that they car be purchased here just as cheapy az elsewhere,
he will keep his money at home by trading at nome.
The people wan a live community and are willing to support live
men
Who is in the live class? Speak up, gentlemen. Speak up!