Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-04-27
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 alv to his opportunities and
his obligations.
Many of them fall by the wayide because OF their ignorance of or
indifference to the rights of the public.
Fifty years ago the town merchant sat in his stor and waited for
business to come to him.
Today the successful merchant is a huner-he must go III cunning
for customers-and his ammunition is his stock in trade and his gun IS
the local newspaper
Country people of today are as intelligent and up to date as their
city cousins, and they gauge the merchant by his own actions.
If he is a huster-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 no the only requisites to a successful mercantile career.
The country merchant should 10 bank to- much o n the fact that he
is a necessity :.
means of lettering the condition Of the consumers and aequainting them
The merchant should have II 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 up and x
Heshou1d join intellectually IN movements for building up and X
panding the business interests of the community, for success is only found
o the topmost rounds of the ladder.
The merchant who has built u a reputation as a public spirited man,
as n who 1abors for the well being Of the whole community, never lacks
Thev 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 same intelligence and fair nindedness which he exerts Ill
behalf of the community will be extended to his customers in CONNER
ca1 life.
Most country towns have a few such merchants in their mds, and
the community is the better off for their presence
You invariably 6nd their advertisements in the local papers, telling
0. the merits of the warest they have o sell, and giving the people that
information to which they are clearly entitled
Such business lei are successful, because their methods of business
and their very attitudes breathe uccess.
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.
W. have o good business men in this town.
They are we'll supplied with brains, and those brains are capable OF
accomplishing great results.
Individually they cal do much, but collectively they can revolutionlze
trading conditions Of this community.
The money that is being daily mi away for goods might jsta IS
well be spent in II local stores-and would be, if the merchants rose
to the opportunities before them. ,
It is the easiest thing in the world to keep the money at home, for
customers are o 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 peristenty-keep the home goods constantly in the
mind of the consumer-awaken him to the fact that it is IS much t. 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 ian be purchased here just as cheap1y IS elsewhere,
he will keep his money at home by trading at nome
The people ant a live community and are willing to support live
business men
Who is in the live class? Speak up, gentlemen. Speak upl