Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-06-08
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 as much as lie
needs the community cash.
But OF every small town merchant is alive to his opportunities and
Many of them fall by the waysde because of their ignorance of o
indifference to the rights of the public.
Fifty years ago the town merchant sat in his store and waited for
business to come to him.
To-day the successful merchant is a hunter-he must go nut cunning
1r omers- his ammunition is his stool in rad n ms gun IS
Country people of today are as intelligent and up to date as their
city cousins and they gauge the merchant by his actions.
If he is a hustler-f he keeps his store clean, his goods neatly dis
played, his advertisement running regularly in the local paper-he at
tractst the public eye, and the public follows its eye.
But a clean store, neatly displayed goods and newspaper Advertising
The country merchant should not bank to much IN the fact that he
is a necessity; ,r ~ :.uu
mean of lettering the condition Of tic 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 threat all customers alike, never misrepresent
his goods, and keep his shelves we'll stocked with truth.
He should join Fundamentally in movements for building up and *
u reiT gne h he as great as his own "eS d 0 not -" TIC ,"
Heshoud join intellectually in movements for building up and e-
banding the business interests of the community, for success is only found
on the topmost rounds Of the ladder.
The merchant who has built up a reputation as a public spirited man,
as n who 1abors for the well being of the whole community, eve lacks
for customersa at hi. store.
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 mindedness which he exerts i'll
behalf of the community will be extended to his customers in CONNER
cal life.
Most country towns have a few such merchants in their mids, 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
information to which they are clearly entitled.
Such business mn 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 a splendid community, and it should have
a bright future ahead Of it
But it depends upon us alone.
We nav some good business men in this town.
They are we'll supplied with brains, and those brains are capable OF
accomplishing great results.
individually they a do much, but collectively they car re,o1utonze
trading conditions of this community.
The money that is being daily sent away for goods might Just as
be spent in our local stores-and would be, if the merchants arose
the opportunities before them. !
1t is the easiest thing in the world O keep the money at home, for
customers are no fools.
Just keep the goods the people want, and of the quality they want
Sell those goods at a fair margin of profit, thereby competing in
quality and price with the outsider.
Then advertise persisenty-keep the home goods constantly in the
of the consumer-awaken him to the fact that it is as much to his
interest as to yours to keep his money n circulation at home. i
When you convince HI consumer that o have the goods that he
wants, and that they an be purchased here just as cheaply as elsewhere,
he will keep his money at home by trading al nome. T.
business men. /
Who is in the lve. class? Speak up gentlemen. Speak up!