Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-12
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 alive to his opportunities and
his obligations.
Many of them fall by the wayside because of their ignorance of or
indifference o the rights of the public.
Fifty years ago the town merchant sat in his store and waited for
business to come to him.
Today the successful merchant is a hunter-he must go out cunning
lor eustomers-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
If he is a huster-if he keeps his store clean, his goods neatly dis
played, his advertisement running regularly in the local paper-he at
tract the public eye, and the public follows its eye
But a clean store, neatly displayed goods and newspaper advertising
arr not the only requisites % a successful mercantile career. I
The country merchant should not bank too much on the fact that he
is a necessity.
He should be progressive-constantly bidding for trade-devisng
means of lettering the condition of the consumers and acqumnting them
of the fact. He should consider their welfare, as we'll Is his own.
The merchant should have iron creed, and that creed should
neve be broken: He should treat all customers alike, I've misrepresent
his goods, and keep his shelves we'll stocked with truth.
He should join Fundamentally in movement. for building up and X
their rights are as great as his own. They do not w n town,
neither does he.
Heshould join intellectually in movements for building up and ex-
banding the business interests of the community for success is only found
0 the topmost rounds of the ladder.
The merchant who has built up a reputation as a public spirited man,
for customers at his store.
They migrate toward his door as naturally as the bird Av 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
behalf of the community will be extended to his customers in CONNER
cial 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 to SELL and giving the people that
to which they are clearly entitled,
Such business men are successful, because their methods of business
and their very attitudes breathe success.
They have many customers, because the people admire a hustler.
This town is located in 4 splendid community, and it should have
a bright future ahead of it.
But it depends upon Il alone.
We have some good business lei in this town.
They are well supplied with brains, and those brains are capable Of
accomplishing great results.
trading conditions Of this community. "'
The money that is being daily sent away for goods might just as
we'll be spent in IL local stores-and would be, if the merchants arose
o the opportunities before them.
1t is the easiest thing in the world to keep the money at home, for
aren not fools.
Just keep the goods the people want, and of the quality thew want
Sell those goods at fair margin of profit, thereby competing in
quality and price with the outsider.
Then advertise perGstent1y-keep the home goods constantly If the
of the consumer-awaken him to the fact that it is as much to his Is
interest a sto yours to keep his money in circulation at home.
When you convince the onsumer that you have the goods that he
and that they "a be purchased here just a cheap1y as elsewhere,
lie will keep his money at home by trading at nome.
The people want a live community and re willing to support live
BUSINESS mel.
Who is in the live class? Speak up, gentlemen. Speak up!