Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-06-07
The Merchant and the Community

The small town merchant is a necessity, and that which is necessary
should be protected. The community needs MS wares d. n'" ID
needs the community cash. ,
But lot every small town merchant is alive ito his opportunities and
his obligations. ~ Or
Many of them fall by the wayade because OF their ignorance o "
indifference to the rights OF the public. ax
fifty years g the town merchant sat i'll his store n "a'eu III
business to come to him. w.;,a
Today the successful merchant is a hunter-he must go out cunning
for customers-and his ammunition is his stock IN trade Au Ills gun"
the local newspaper. hair
city cousins, and they gauge the merchant by his W actions.
If he is a husher-if he keeps his store clean, his goods neatly Ha a a-
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 o a successful mercantile career.
The country merchant should not bank % much IN the act that he
He should be progressve-constanty bidding for trade-devs1ng
mean of lettering the condtio" OF tie nsu'nc n eq ls amn '""
of the fact. He should consider their welfare as we'll IS MS own.
The merchant should have iron creed, and that creed sn0uo
never be broken: He should tea all customers alike, never "sFepsse"
his Goods and keep his shelves we'll stocked with truth.
He should join intellectually in movements FOL building up am es
their rights are as great as his own l"ey &c not "" YIN ''
Heshould join who1eheartedly in movements for building up and s e,
banding the business interests of tn community fr success IS Jill io"0
IN the topmost rounds of the ladder.
The merchant who has built up a reputation as a pubic sp'r'ea man, man,
as one who labors fol the we'll being of the whole community never lacks
or Ts ;" nisr at III" toward nnrI his door as naturally as the birds fly south in
Such merchants gain the confidence of the people, or tn people
r,ou that III same intelligence and fair mindedness which he exerts i'll
behalf of the community will be extended to his ustomers III c0m"e'-
ch1 life. - oa
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 lat
information to which they are clearly entitled :.
Such business lei are successful, because heir methods 0f uSness
and their very attitudes breathe success.
They have nan customers, because the people admire a hustler.
This town is located in a splendid community n 1t n0"'o lave
a bright future ahead Oft.
But it depends upon us alone.
We have som good business men in this town.
They are vel supplied with brains, and those brains arec capable OF
accomplishing great results.
Individually thew can do much, but collectively they al re5o"honze
trading conditions of this community.
The money that is being daily sent away tor GOODS mig" ps' d.
well he scent in or local stores-and would be, IT thu merchants aros
TO te OPPORTUNITIES before them.
It is the easiest thing in the world o keep the money at home, for
customers are OF fools.
lust keep the goods the people want, and of the quality they want.
Sell those goods at a fair margin of profit, thereby competing i'll
QUALITY and price with the outsider.
Then advertise persEtenty-keep the home goods constantly in the
mind of the cousumer-awaken him % the fact that it is as much to his
interest as to to keep his money in circulation at home.
When convince the consumer that you have the goods that he
wants and that they can be purchased here just as cheapy as elsewhere,
he will keep his money at home by trading at nome.
The neoole wan a live community and are willing to support live
business lei
Who is in the live class? Speak up, gentlemen. Speak up!