Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-01
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 IS nc
needs the community cash.
But not every small town merchant is alive to his opportunities and
his obligations. ~
indifference. o the rights of the public.
Fifty years ago the town merchant sat in his store n waited OF
Today the successful merchant is a hnnter-he must go ut cunning
for customers-and his ammunition is his stock IN taoe n MS gun
the local newspaper. -
city cousins, and they gauge the merchant by his W actions.
If he is a husler-if he keeps his stor clean, his goods neatly !. DIS
played, his advertisement running regularly in he locai papei-ne %
tracts the public eye, and the public follows its eye.
But a clean store, neatly displayed goods and newspaper advertising
ire not the only requisites 0 a successful mercantile career.
The country merchant should not bank o much N the tact 'h' ne
He should be progressive-constantly bidding for trade-devsing
means OF lettering the condition Of the consumers and &c aeq ra tim the"
The merchant should have n iron creed, and that cree mould
eve be broken: He should treat all customers alike, never pr
his goods, and keep his shelves well stocked with truth.
He should join intellectually in movements for building up m eS
Heshoud join wholehearted! in movements for building up and X,
banding the business Interests OF the ommun nr success - '"s 'o"a
." u: Ths mersbant who bas built up a reputation a a public spirited man,
as n who labors for the we'll being OF the whole community heVr iaeNs
'' T rsev" migrate toward his door IS naturally a. the birds fly south in
Such merchants gain the confidence of the people, for the people DE
know that the same intelligence and fair mndedness winch nj eSefs III
behalf of the community will be extended to his ustomers l" o"m
cml 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 that
information to which they are clearly entitled. ..
Such business men are successful, ecaus ther "ethous {" ous"e"'
and their very attitudes breathe success.
They have many customers, because the people admire a hustler.
This town is located in a splendid community, n it law
a bright future ahead of it.
But it depends upon u alone.
We have some good business men in this town.
They are well supplied with brains, and those brains IRE capable OF
accomplishing great results.
Individually thew can do much, but collectively they ca revolutonze
trading conditions of this community.
The money that is being daily sent away to- goods might JUS aS
we'll he soent in III local stores-and would be, if the merchants aros
to the opportunities before them.
1t is the easiest thing in the world to keep the money at home, for
customers are not fools.
Just keep the goods the people want, and of the quality they want
Sell those goods 1t a fair margin of profit, thereby competing in
quality and price with the outsider.
Then advertise persistenty-keep the home goods constantly in the
mind Of the consumer-awaken him to the fact that it is as much to his
interest as tt yours to keep his money in circulation at home.
When GU convince the consumer that you have the goods that he
mt and, tina. they can be purchased here just as heapy as elsewhere,
he will keep his money at home by trading at ONE
The people want a live community and are willing to support live
business men.
Who is in the live class? Speak up, gentlemen. Speak up!