The Medina sentinel. [volume] (Medina, Ohio) 1888-1961, 1915-12-31
Guaranteed Goods to Be Found in All
Up to Date Local StOres--- Education
is Greatest Factor.

iCopyrignteo, 1914, ny Inomas j. Sullivan. /.
Kites rise against, not with, the
wind, The method of the hustllng mali
order house is to plan with audacity
and execute with vigor. 1t sketches
out possibilities and then treats them
as probabilities.
Education Is the great factor In the
expansion of local business interests.
Even the catalogue plays its part, neg
atively perhaps. but none the less
surely.
One or two demonstrations are
enough. Experience advertises from
the hOusetops. 1t teaches the differ
ence between false and true values
and economies and judgment
And the farmer is an apt scholar.
Once stung. the repeated appearance
of the catalogue in bound to cause re-
volt not only in the philosophy of the
victim. but in his entire social system.
Farmer Recognizes Values.
The farmer is not a poor appraiser
of genuine values; but. being honest
himself. he can be fooled once.
After one good hunch he becomes
wary OF catalogue artistry and spends
his cash boosting home trade and sup
porting home merchants who do not
sell their wares sight unseen and
never hand their patrons any green
goods disguised as bargains.
Trading at home is more than mat
ter of loyalty to home interests. 1t is
a matter of individual self interest
Every one is bound to profit by the
success.
Clientele Not Particular.
The mail order houses have their
clientele or they couldn't flourish as
they do but it is not among particular
people. The trademark of the genuine
belongs to prosperity, self interest and
common sense.
1t is to be acquired only by the buyer
Of guaranteed goods, and it is fact
that guaranteed goods distinctive
enough to crafty the most fastidious
tastes are to be found in all up to date
stores in all provincial communities
rom Nome to Panama. 1t follows
he rule Of demand and supply among
Intelligent people wherever progress
Ind prosperity train together.
The catalogue houses are not passing
Ip any new advantage for the further
ng Of their own interests. It's their
BUSINESS to keep awake.
Just now they are chortling with glee
yer the parcel post business as 1t
fleets their expensive output of
rinted matter.
BY making freight shipments to dis
'ibnting centers like Cincinnati. for
lstance. they can take advantage OF
,ne rates and save a large per cent of
le former expense Of mailing direct
ON the home plant. catalogues con-
lining order slips being rated as par
Il post matter.
Familiarity Breeds Oistrust.
At first blush this looks like a tre-
endons advantage and bowling
post. But there is still some sense
IT in the ancient saw about familiar ,
breeding contempt. 3,
1t also breeds diStrust. and too much
talogue is apt to pail ON even the
mplest consumer in remOtest Ar.
dia.
At one time any sort of mail matter
as welcomed by the farmer as dis .
Her of mon0tOny. but the old order l
IS changed. and a certain law of the
Itlns beginning Temporal mutantur" c
coming in vogue again with venge- I
ce when 1t pertains to the improve Y
'nt OF farm conditions and the eyO. \
ton Of the farmer. v
Catalogues Get Scissors.
The farmer nowadays Sulwcribes for !
liable farm Journals and buys good )
Oks. His main source of reading IL
confined. as it once was. to the :
lanac and mail order literature. I
= big multicol0red catalogues make "
= entertainment for the kids with
SS0rs. but there their utility will Il
'ntually end
iowever. this IL an age of advertis- Il
!" ana almost every article manufac- n
ed iS brought 10 the notice of the
'ic through the use Of printers ink Il
goods are usually adver- b.
I'd In standard magazines and publi- ;r
ions, while the inferior manufacture
exploited In glaring headlines and q,
He figures. with magnifled illustra d
Is that make the articles appear
re substantial and durable than the :,
lures OF standard made goods. =
he cheap. shoddy goods are offered =
the public through cheap. shoddy -
nature, and for the reason that the y
suming public has little knowledge
values or quality the low grade ar ~
rs find a market with those who VI
cheap buyers. :.
ny cheap goods and you always pay NJ
prices. II.
L,
nannA.. r. w