Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-14
The Merchant and the Community

The small town merchant is a necessity, and that which is necessar,
should be protected. The community needs his wares as much as h
needs the community cash.
But not every small town merchant is alive to his opportunities am
indifference to the rights of the public.
Fifty years ago the town merchant sat in his store and waited fol
business to come to him.
Today the successful merchant is a hunter-he must go II gunnine
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 husher-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
arr not the only requisites t o a successful mercantile career.
The country merchant should not bank too much o the act that he
is a necessity.
ear of lettering the condition of the consumers and acquaintng them
of the fact. He should consider their welfare, as we'll as his own.
The merchant should have one 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 and *
their rights are as great a his own They do not the town.
neither does he.
Heshould join intellectually in movements for building up and X
pand"g the business interests of the community fol success SIS only found
o n the topmost rounds Of the ladder.
The merchant who has built up a reputation as a public spirited man,
as n who labors for the well being of the whole community, never 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 same intelligence and fair mindedness which he exerts i'll
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 successful, because their methods of business
and their very attitudes breathe ccess.
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 well supplied with brains, and those brains are capable Of
great results.
Individually they can do much, but collectively they IA re 1olution1ze
trading conditions of this community.
The money that is being daily sen away for good. might just as
be spent in our local stores-and would be, if the merchants arose
the opportunities before them.
1t is the easiest thing in the world to keep the money at home for
are not fools.
Just keep the goods the people want, and of the quality thew var
Sell those goods at fair margin of profit, THEREBY mDetin in
quality and price with the outsider.
Then advertise persitenty-keep the home goods constantly in the
mind OF the consumer-awakenh him to the fact that it is as much to his
interest as to yours to keep his money in circulation at home.
When you convince the onsume that O have the goods that he
and that they "a be purchased here just IS cheaply IS elsewhere.
will keep his money at hcme by trading at nome.
The people a a live community and are willing to support live
men.
Who is in the live class? Speak up, gentlemen. Speak upl