The Medina sentinel. [volume] (Medina, Ohio) 1888-1961, 1915-11-05

copyrighted, 1914. by Thomas J. sullivan.l
If you want to succeed in the world
you must make your own opportunities
as you go on.
The man who waits for the seventh
wave to toss him on dry land will find
that the seventh wave Is long time in
coming. You can commit no greater
folly than to sit by. the roadside until
some one comes along and invites you
to ride with him to wealth or lnfiu-
ence.
Business men, local and otherwise.
in the entire country, are d,esirous Of
increasing and extending their busi-
ness. and If they did not care to do this
they would not be In business.
Can Successfully Cope.
1t is doubtful if there be local re-
taller in the country who could not
successfully cope with the mail order
and catalogue retailer would he but
try. This the local merchant may not
know, but nevertheless it Is an absO-
lutte fact.
There is a retail firm in a town in
Wisconsin which conspicuously displays
upon its counters one Of the cata-
logues of the largest Chicago mail or
der houses. upon the cover of which is
pasted a notice that it will furnish
any article advertised in the catalogue
as cheaply as the buyer can secure the
articles from Chicago, and it lives up
to the advertisement attached to the
very letter.
Mail Order House Seconds.
The substantial local merchant knows
we'll that the cheap stoves sold by the
catalogue mail order houses are light
weight stoves; that the iron beds
shown in the advertisement matter as
massive frames with strong corner
posts and heavy crossbars are light
frail castings, commonly known to the
trade as seconds" which no honest
or reliable furniture dealer would keep
in his stock because he could not sell
them to people who were given an op-
portunity to inspect the goods before
purchasing.
It is only on very rare occasions that
patrons of mail order house ever get
the worth of their money when they
buy from the pictures In the cata-
logue. while. on the other hand, the
local retailer, If he understands his
business, buys his stock direct from
the manufacturers and jobbers who
have a reputation at stake and who
supply goods Of quality to their direct
representatives. the retail merchants.
throughout the country.
Prize Their Regulations.
The responsible high grade manu-
facturer and wholesaler will not under
any condition or circumstance sell
their goods to the catalogue retailer
at any price Many instances are
known where catalogue houses secured
by trickery quantity of staple goods
of standard make and advertised them
as specials" at ridiculouSly low prices
The manufacturers. in order to protect
their regulations and interests. neceS,
sarily had orders sent in for the en-.
tire stock or quantity of the articles
through persons In their employ. They
did not propose to have their articles,
which were standard, advertised by
, the side of inferior articles Of light
weight and Of decidedly cheap con.
struction.
A Vast Difference.
There are nlmherleSS articles which
| the catalogue house AdvertiSeS as the
best on the market, among which are
| paints. and it often agrees to fur
nish an Impossible guarantee with
! this class OF gnOdS However it l.
very noticeable that II never at
tenlptS to ship its paints into states
that require Il printed copy Of the
analysis Ut the contents OF the pack
age
The answer to this. of course, Ii
! that the goods are not as represented
in the catalogue. The up to date 10.
raj merchant. Of course, is c0nverSanI
with these facts and can explain then
to his customers If given an opportn
nifty. and he can also. IL he understands
his business thoroughly. explain the
vast difference between the goods sole
by the catalogue house and those sole
by him.
Articles Challenge Explanations.
The cheap, fashy, fiimsy article cal
never stand alongside Of the honest
reliable article without challenging al
explanation
The business man who cannot NEE
this demand upon him, is not up Il
date, and his education regarding tn
line of goods he carries should b.
touched up.
IL the home town consumers ar
alive and awake to their own interes
they can begin to educate the loca
merchants by demanding from then
! the information concerning the differ
( ence in the quality Of their goods an
the goods Of the catalogue retailer. I
they are unable to explain they wi
also be unable to render efficient sery
ice to their customers
4 1t is time merchants Of thB kin
wake up to the situation.
WHEN Won NEED MEMS mr. ROY