Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-04-30
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 IS much as he
needs the community cash.
But not every small town merchant is alve to his opportunities and
his obligations.
Many of them fall by the wayside because OF their ignorance of OF
indifference to the rights of the public.
Fifty years ago the town merchant at in his store and waited for
business to come to him.
Today the successful merchant is a hunter-he must go u cunning
for customers-and his ammunition is his stock in trade and his gun IS
the local newspaper.
city cousins, and they gauge the merchant by his W 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 not the only requisites to a successful mercantile career.
The country merchant should % bank to much o n the fact that he
IS a necessity
means of lettering the condition of the consumers and acquainting them
of the fact He should consider their welfare, as we'll as his own.
The merchant should have n 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 whdeheartedly in movement, for building up n x
neither does he.
Heshoud join wholeheartedy in movements for building u p and
banding the business interests of the community, for success is only found
on the topmost rounds OF the ladder.
a n who labors for the well being of the whole community, ever lacks
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 nindedness which he exerts i'll
behalf of the community will be extended to his customers in CONNER
cil life.
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 o sell, and giving the people that
information to which they are clearly entitled.
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.
We have sol good business men in this town.
They are well supplied with brains, and those brains are capable OF
accomplishing great results.
Individually they an do much, but collectively they cn revolutionize
trading conditions of this community
The money that is being daily set away for goods might just as
well be spent in II local stores-and would be, if the merchants ros
to the opportunities before them. ,
1t is the easiest thing in the world to keep the money at home for
customers are no fools.
J. I., H.. .,oL.. ~. ,- .
Sell those goods at a fair margin of profit, thereby competing i'll
quality and price with the outsider:
Then advertise peristenty-keep the home goods constantly in the
min of the consumer-awaken him to the fact that it is as much t. his
as to yours to keep his money n circulation at home.
When you convince the consumer that you have the goods that he
wants. and that they an be purchased here just as cheap1y IS elsewhere
he will keep his money A. home by trading at nome.
The people var a live community and are willing tt support live
business men.
Who is in the live class? Speal up, gentlemen. Speak up!