Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-11
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 o the rights of the public.
Fifty years ago the town merchant sat in his store and waited for
business to come to him.
Today the successful merchant is a huntr-he must go out cunning
lr his ammunition is his took in trade n his u IS
Country people of today are as intelligent and up to date as their
city cousins, and they gauge the merchant by his W actions.
If be is a huster-ifhe keeps his store clean, his goods neatly dis
played, his advertisement running regularly in the local paper-he at
tracts the publ. eye, and the public follows its eye.
But q clean store, neatly displayed goods and newspaper advertising
are not the only requisites to a successful mercantile career
The country merchant should not bank to- much on the fact that he
is a necessity; :.
means of lettering the condition of the consumers and acquMnting them
of the fact. He should consider, their welfare a well as his W
The merchant should have n iron creed, and that creed should
never be broken: He should treat all customers alike, never misrepresent
his goods, and keep his shelves well stocked with truth.
He should join intellectually in movements for building up N ex-
Heshould join intellectually in movements for building u and ex-
banding the business interests of the community, for success is only found
The merchant who has built u a reputation as a public spirited man,
as who labors or the well being of the whole community, eve lacks
FOL. customers att his store.
They migrate toward his door a naturally a the birds fly south in
Such merchants gain the confidence OF the people for the people
know that the m intelligence and fair nindedness which he exerts i'll
behalf of the community will be extended to his customers in CONNER
chl 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 are uCCeSSIuL, because tHeT HetHouS d 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 men in this town.
They are we'll supplied with brains, and those brains are capable of
great results.
Individually they car do much, but collectively they can revolutionlze
trading conditions O. this community.
The money that is being daily sent away for goods might just a
we'll be spent in our local stores-and would be, if the merchants ros
the opportunities before them. !
1t is the easiest thing in the world to keep the at home for
customers are n fools.
Just keep the goods the people want, and of the quality they want.
Sell those goods at a fair margin of profit, thereby connecting in
quality and price with the outsider.
Then advertise persisenty-keep the home goods constantly in the
of the consumer-awaken him to the fact that it is as much to his
interest as % yours to keep his money in circulation at home. J.
wants, n that they cal be purchased here just as cheaply as elsewhere,
he will keep his money at home by trading att nome. i
The people "a a live community and are willing to support live l.
men.
Who is in the live class? Speak up, gentlemen. Speak up!