The Fayette falcon. (Somerville, Tenn.) 190?-current, 1915-07-16

sideration.
What | mean by the right kind Of
advertising in the country town news.
paper is the same kind of advertising
which you will find in the mail order
catalogues. The goods must be de-
scribed with the same care and detail,
there must be good illustration and,
most important Of all. a price should
be quoted, In short, the newspaper
advertisement to be effective, must
have all the selling pull which means
the same atmosphere of bargain sale
offers which distinguishes the adver-
tlsememt in the big catalogue, or
which may be noticed in the news
paper advertisements of the large de-
partment stores of the leading cities.
Every man or woman who reads
this article can call to mind a great
many country merchants who have
paid out good money year after year
during perhaps quarter of a CEN
tury, for the mention of their names
and lines of trade in the home town
newspaper. The common form of
such so-called advertising is run this
way:
IF. W. SCHMIDT & BROS.
Dry Goods and Groceries
HiUh 0FadQ QhOaa Co. -.
Children's dresses,
You Will find that most of the news
papers of the country towns are car
rying bulletin-board advertisements of
that kind today. Storekeepers think
that they are boosting the work of the
town paper by making little weekly
contribution for that sort of adver-
tising, and perhaps they are, but they
are wasting money and golden op-
portunity.
When q manufacturer wants to
make the public familiar with the
name Of a Liver Pill, a Horse Lini-
ment, or a Breakfast Food, he takes
the proper course when he sticks the
name up wherever it can be seen BY
the people but the wise trade-gettinp
merchant of the big cities advertises
his goods tirsl and his name as of
secondary importance.
The country merchants and pro-
fessional men, lawyers. doctors, bank
srs, contractors builders, all have one
common interest, and that is, make q
trade center of the home town, get
the people to come in to town, amuse
and hold them, secure the trade of
the surrounding country and prevent
its going to the larger cities. Get TO-
gether and put yonr shoulders to the
wheel in the interest of yourself and
every other taxpayer. Improve your
street paving and lighting, encourage
life In the town by promoting amuse-
ments that will bring the young peo-
pie in from the neighboring districts.
A country town which has no pas
time, no athletic sports, or no places
Of amusement that are clean and
wholesome, is not likely to be attrac-
tive to the farmer or his help. There
fore, all clean outdoor as well as in
ioor games for the winter should be
encouraged. Some towns make the
mistake of suppressing them.
Avoid the fallacy of all talk about
home industry. Let IL be
known that the business men of your
town are lot of good fellows, and
hat you always have the latch string
IN the outside, and welcome the com
petition of the world in cheap prices,
luslity and everlasting hustle, enter
'rise and go-head progressiyeness.
That policy will gain the confidence
II every buyer in your town and
leighborhood, which will spell trade
boom for your home toSn and a
lump IN the business of your big city
There is nothing better calculated
% drive away trade than the whining
ny of "Partronize home industry. ("
That is equivalent to advertising that
our prices are higher and that your
ity competitors are driving you out
I business. II that is true, the sooner
ou get out of business. the better II
Eill be for the community.
Make up your mind that you will in
uture be leader. Do it now! Start
our part of the weekly catalogue in
he next issue Of your local papers.
ne or more. Make an inventory Of
toek items whish you can snord to
ell at sacrifice prices, and see to il
hat your quotations are bed rock.
II you have no eleetrotype cuts for
lustrsting your advertisements, write
our wholesale dealer. telling him ex-
city what you want and il he Is in
Ifterent or refuses to supply the cuts,
rite to some other wholesaler vho
i'll be glad to do 90.
When you make a beginning with
lis kind of advertising. see to it that
marked copy of the paper goes to
lose customers whose trade YOU are
'rticularly anxious to get. Change
bur advertising copy every week.
Make new offers and keen n mn ".