Lincoln County times. (Jerome, Idaho) 1911-1919, 1915-10-28

the local business men criticize us
Tor accepting Out of town adyertis-
ing but they Will purchase very lit
Tie OF our space themselves"
Thus runs the plant of letter
from New York state publisher TO
our advertising department. and il
offers wide field for comment The
writer also sends in an editorial in
his paper on the same subject OF
course the fact that the local busi-
ness men grumble will not deter the
publisher from accepting out OF town
advertising, seeing that these local
merchants Will not support their
newspaper themselves. Boosting To-
cal trade is part OF the publishers
business, but he cannot undertake
TO boost all by himself He must
have the cooperation OF the business
men for whom. in fact, he is doing
the boosting Furthermore he can
not legally refuse any lawful adyer-
Using His columns must be open
to all legitimate advertisers at the
same rate for similar service
On the other hand. the situation
as presented by this publisher shows
that newspaper owners have duty
to perform in their business commun-
tiles. a duty which may not be light
but which nevertheless when per
formed will rebound to their own f.
nancial benefit That duty is TO cdu-
cate the business men 10 advertise
II can and must be done and is being
done by hundreds Of progressive pub
fishers
At the outset let II be said that
the publisher who attempts to edu-
cate the business men OF his town has
all the argument on his side He
need hardly use words He can lay
before those whom he Is teaching
any newspaper from live business
town. and that newspaper will tell
the story. for 1t will be full OF ad-
refreshments of local and foreign
business men. Let us quote for a
moment from the above mentioned
editorial
The country merchant deplores
the fact that the mail order houses
are making inroads upon his patron
age How did they do IL? Did they
send representatives into the rural
communities to solicit trade? Did
they simply open their places OF bust
ness and wait for customers? They
did not They obtained-not a part
but all OF their patronage by the
use Of printers ink. They advertised
The average merchant does not seen
10 realize even with this gigantic oh
Jet lesson before him. that thu
means employed by these concern
were also at his disposal. Through
the medium OF the printed word the
tell the public what they have t
sell The majority of the villag
merchants do not"
The above is another step in III
lesson which must be taught looa
non-adyertisers. The fact that mai
order houses and other foreign ad
vertisers have gained all their bus
ness through advertising must be toll
them again and again in editorial
and verbally when their advertiser
is solicited. II must be demonstra'
ed to them that there is not pros
porous business concern In the whol
. country which today does not &C
vertise They simply must be mad
TO see the light OF they must go on
OF business for the business man VIII
advertises will sooner OF later g
all the trade away from the one VIII
merely keeps store and waits fC
BUYERS to come in without adverti
ing
We quote again from the editoria
- "The non-advertising merchar
frequently advances the argumel
against advertising that everyoI
Y knows where his store is and what
has TO sell He is wrong. Everyoi
t does not know what he has to Sc
II he doubts this, let him compa
bis nresent stock with that OF n
= years, three years or even one !e'
, ago and note the many new thln
he has on his floors and shelves ne
things that are the product OF
ventiye genius or of changing fas
ions He keeps abreast OF the ma
l. ket changes. but all his customers
not: hence they do not know wh
he has to sell"
r To which may be added the furth
argument that in the larger cities
the United States everybody kno
where the big department stores al
q and still they spend hundreds
- Thousands OF dollars every year
IN advertising. Every person Ill M
J York or Philadelphia knows VINE
Wanamaker's is and what that
nartment store has to SELL ana 81
q lain Wanamaker uses page eve
- dav I'm every one OF the New fo
y papers.
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