The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1915-11-19

for Albuquerque merchants than
might have been expected. Il was
shown that there has been no ma
tcrial growth In mail order business
from this city; and pat the growth
which has occurred Is IN the country
! districts ana small towns within a.
adtus 81 ESQ miles 81 ~. In other.
words. A%ibuquerque people are not
e%Stendine their NATL order buying hut
are Loyalty patronizlng home mcr-
chants. while Aibuqucrques trade ter
rltory is doins lts retail buying away
from home
This Is a situation whlch saos not
oan FOR blasphemy directed against
the mail order houses. They are do
ing their little best 90 grab our money
and they are being fairly successful az
g. n Is an IN the great American
same 81 getting there with the oquip-.
ment 60 remove and retain the bacon.
II h. a situation which calls for action
on the part Of Albuquerque mer-
chants who are not now getting this
biz mail order business which - GO
ing TO Chicago and Kansas city and
New York II IL assumed that our
merchants want this business There
il a woy 10 set &c.
II will be noted that theie is no
Increase In mail order ,outso from
this city. The merchants ~ Albu-
querque go efter Albuquerque trade
and get g. They advertise, some TO.
AN extent scientifically commensurate.
with their business range. aud some
not 50 extensi, ely. but they advertise.
They get the trade. By a little more
extensive idyertising they could drive
the mail ride catalogs out of Alhu-
querque.
Blu with Albuquerque our mer-
chants stop. Few of them make any
EFFORT to 20 out Of town with their
business and those who do. do not
go outside in any systematic. persist
ent way. So far as the Herald knows
there is just one merchant In Albu-
uuerque who has made "a persistent.
business-hke drive for mail order re-
tail business. His is "a special line
and he has been absolutely success
fuL
Albuquerque merchants can secure
the mail order business In a radius of
$50 miles that Is now DIN to Che
cago and New York. Il b. business
worth securing. II can be had by per-
%sistent advertising, by consc.entious
price quoting. by more ADVERTISING
and more price quoting. and by offer
ing Inducements which occasionally
will bring the shoppers Of this biz
trade territory 90 this city-not dur
ing the state fair. when interest in
shopping at best IL divided but "a the
buying periods Of the year. Just az
the cloak and suit. tho grocery. the
hardware and the tombstone depart
ments Of the great mail oricr COM
@cerns have grabbed this business that
rlghtfully belongs ia this city. Aluu-
I, querque merchants can take It away
from them.
u is said frequently. I'VE cam
compete with the big mail order
house That Is "a mistake. 40 maj.
order house. big or little. can AFFORD
20 spend the advertising money 90 q
restricted territory hat the we'll.
equipped local merchant in mat ter.
ritory can AFFORD 10 spend. and u ID
, advertising and advertising only that
gets the business.
The money that will go from Alhu.
: querque's trade territory 90 Chicag,
and New York for toys alone during
the next six weeks would mean M,
difference between "a medium years
business Go e splendid years result toi
more than one Albuquerque merchant