Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-06
The Merchant and the Community

should be protected. The community needs his wares as much IS he
needs the community cash.
But not every small town merchant is alive to his opportunities and
his obligations.
Many o. them fall by the wayside because OF their ignorance of or
indifference to the rights of the public.
Fifty years ago the town merchant sat in his tore and waited for
Today the successful merchant is a hunter-he mus o out cunning
the local newspaper.
Country people of today ire as intelligent and up to date az their
city cousins and they gauge the merchant by his actions.
If he is a hustler-if 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 not the only requisites o a successful mercantile career.
h country merchan should not bank toe much n the fact: that he
means of lettering the condition of the consumers and acquainting them
of the fact. He should consider their welfare, as we'll as his own.
The merchant should have iron creed, and that creed should
never Be broken: He should treat all customers alike, eve misrepresent
his goods, and keep his shelves well stocked with truth.
He should join intellectually in movements for building u and ex-
their rights are IS great as his Tney do not owl the town.
Heshould join intellectually in movements for building up and X
panding the business interests Of IN community for success is only found
on the topmost rounds of the ladder.
The merchant who has built up a reputation a a public spirited man,
as who 1abors for the well being OF the whole community eve lacks
for customers at his store.
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 mindedness which he exerts i'll
cal 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 % sell, and giving the people that
information to which they are clearly entitled,
Such business e 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 SOM good business mel in this town..
They are we'll supplied with brains, and those brains are capable OF
accomplishing great results.
Individually they car do much, but collectively they car revoluton1ze
trading conditions of this community.
The money that is being daily n away for goods might just as
well be spent in GU, local. stores-and would be- if the merchants ar0s
to the opportunities before them.
It the easiest thing in the world to keep the money 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 connecting in
quality and price with the outsider.
Then advertise persistenty-keep the home goods constantly in the
of the consumer-awakenh him to the fac. that it is as much ito his
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 al be purchased here just as cheaply as elsewhere.
he will keep his money at home by trading at nome
The people van a live community and are willing to SUPPORT live
men
Who is n the live class? Speak up gentlemen. Speak up!