Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-04-28
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 IS NC as ne
needs the community cash.
But not every small town merchant is alive t. his opportunities and
his obligations.
Many of them fall by the wayside because of their ignorance of o
indifference to the rights of the public.
Fifty years ago the town merchant sat in his store and waited for
Today the successful merchant is a hunter-he must go ot cunning
Tor customers-and his ammunition is his stock in trade and his gun IS
the local newspaper.
Country people of today are IS intelligent and up to date as their
city cousins, and they gauge the merchant by his WI actions.
If he is a hust1er-f 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 clean store neatly displayed goods and newspaper advertising
are moi the only requisites o a successful mercantile career.
The country merchant should not bank too much n 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 W
The merchant should have n iron creed, and that creed should
never be broken: He should treat 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-
Heshoud join intellectually in movements for building u and X
banding the business Interests OF the community, or success is only found
on the topmost rounds of the ladder
as n who labors for the well being OF the whole community, never lacks
They migrate toward his door as naturally as the bird fly south in
Such merchants gain the confidence Of the people, for the people
know that the same 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 list the better off for their presence.
You invariably find their advertisements in the local papers, telling
of the merits of the wares they have Q sell, and giving the people that
information to which they are clearly entitled.
Such business men are successful, because their methods of business
and their very attitudes breathe success
They have many customers, because the people admire a hustler.
This wv is located in a splendid community, and it should have
a bright future ahead of it.
But it depends upon us alone.
We have m good business men in this town.
They are well supplied with brains, and those brains are capable OF
accomplishing great results
Individually they car do much, but collectively they car revoutionlze
trading conditions of this community
The money that is being daily sent away for goods might just as
well be spent in our local stores-and would be, if the merchants arose
to the opportunities before them. !
1t is the easiest thing in the world to keep the At home for
customers 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 persHtenty-keep the home goods constantly in the
mind of the consumer-awakenh him o the fact that it is Is 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 cal be purchased here just as cheapy al elsewhere.
he will keep his money at home by trading at nome.
The people want a live community and are willing to support live
business men.
Who is i, the live class? Speak up, gentlemen. Speak up!