The diamond drill. (Crystal Falls, Iron County, Mich.) 1887-1996, 1915-07-17

IL s. Montgomery editor and manager interesting
observations that would be well for the merchants Of Crystal
Calls take Of Editor Montgomery remarks concern
number catalogues OF the big Chicago mail order
which 80 into that territory twice each year. and the
cost which would into the millions annually for dsrbut
these catalogues These figures he says should bring nome
orcby every merchant the value OF advertising and along
this line he continues:
Think OF it, Mr. Business Mani
You will probably say you laugh up sleeve that
hard that people have money! and that advertis
ing this instance will pay the Chicago maiorder house
But don't you be fooled
Years Of experience has taught these big business he
hind The Inalorccr house that the profits ST the world IN al
trade and built ADVERTISING The pa
at the mail order house long continue TO
give your field without word Of objection viii continue TO
show the pofsand the yearly gam on the right
side Of the ledger
minute that they would do it such large SCALE And think
the hundreds of big mail order houses dong exactly what
this Chicago maorer house doing right here under
very Then multiply the big expenditure by that
number and the result will startle you
You have your remedy have always had it. but yon
perssenty fail to apply it.
You should fight the mail order house with ITS own weapon
advertising.
You think that won't But what have YOU got q, say
about the figures they proof that does pay Have
YOU given it a fair trial? No Then try it.
But Won say the News gives you this advice with the hope
that its advertising will grow and profits increase Very
true And with the increase OF profits so Will your prohts
increase ten-fod.
When the newspaper attacks maiorder house when il
urges people spend their dollars at home Win the
c"O'
words Of encouragement and say go it, that's just hne
The spends hundreds of dollars each year doing
that thing your benefit keeping the dollars at home to swell
your bank account
OF course that is the advertising which you believe and
YOU believe in il does not cost you anything
But what If the home newspaper always boosting your
business keeping dollars at home for you asks you TO ony
fifty dollars worth of space to be used IN inviting tne
home people patroniz business An that IS another
matter
The the city order house has been FOR years
swat the small merchant and the implement OF war IS a
yertising have at your commandhe same implement
with which to swat the ailorder house. Use IT.
Cooperate with home newspaper the dement's VIII pe
mutual The newspaper its space without cost to you 10
keep the dollars at home for you should ou some VI ~
snace to cet the dollars It the custom of the American
citizen 70 go where he invited to II he is invited 10
buv in Chicago will buy there but he would rather buy at
home n he were invited to do But don let the newspaper
lido all the inviting This is practice IN every respect as I'M
fair unfair can be- !. -. :;
mot affected Be you dealer in drugs, shoes clothing y
goods groceries, hardware Insurance. lumber or any
in daily in this country you are alecteu ~ he
the mail house against your business start your cam
lnaien by co operating with your home newspaper -
Swat the mail order house with it's own weapon
ITISING. .t,naa.
the country are constantly taking business from your city
that rghtfuy belongs to local merchants II IS all very wen
and good you say that this is OF no direct "
ers TO YOU but please remember that the success any
depends largely ON prosperity on local interests
No publisher should overlook every opportunity 10 ds
courage the practice of buying away from home "heVe,
people may want can almost De secured sn - -
as cheap il not cheaper Where is absolutely necessary =
nd FOR the desired article let the merchant get from n
wholesaler and let him make the proht A.
Tall "trade at home'' whenever you can through tn'
, 90 vonr paner Such policy will not only be OF hell
70 the local interests and community in general but VIII pu
YOU in the way securing advertising from local
TT WILL MAKE" YOU IF YOU APPLY 1T RIGHT