Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-04-29
The Merchant and the Community

The small tow 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 waydde because of their Ignorance of or
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.
Today the successful merchant is a hunter-he must go vi cunning
tor customers-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
city cousins, and they gauge the merchant by his W actions
If he is a hustler-if he keeps his store clean, his goods neatly dis
played, his advertisement running regularly in the local paper-he at
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 t. a successful mercantile career.
The country merchant should not bank to- much o n the fact that he
IS a nee aeee ssay;, !. ,;adn. tr ,-.d. -,.u.,,s
means Of lettering the condition OF the consumers and acquainting them
of the fact. He should consider their welfare, IS well as his own.
The merchant should have n ron creed, and that creed should
never be broken: He should rea all customers alike, never misrepresent
his goods and keep his shelves well stocked with truth.
He should join intellectually in movements for building up and X
Ieshould join wholeheartedly in movement for building u p and X
banding the business interests of the community, for uccess is only found
The merehant who has built u p a reputation as a public spirited man,
as n who labors for the well being OF the whole community, never lacks
for customers at his store.
Such merchants gain the confidence OF the people, for the people
know that the same intelligence and fair mindedness which he exerts in
behalf of the community will be extended Ito his customers in CONNER
cil life.
Most country towns have a few such merchants in their mids, and
the community is the better off for their presence.
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, because their methods of business
and their very attitudes breathe ucceS.
They have many customers, because the people admire a hustler.
This town is located n a splendid community, and it should have
a bright future ahead of it.
But it depends upon us alone.
We have good business men in this town.
They are well supplied with brains, and those brains are capable Of
accomplishing great results.
Individually they can do much, but collectively they can revolutionnze
trading conditions of this community.
The money that is being daily sent away for goods might just as
well be spent in Ii local stores-and would be, if the merchants arose !
to the opportunities before them. (,
It 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 at a fair margin of profit thereby competing in
quality and price with the outsider.
Then advertise peristenty-keep the home goods constantly in the
min of the consumer-awaken him to the fact that it is as much to his
interest as to yours to keep his money in circulation at home.
When you convince the consumer that you have the goods that he
wants and that they a be purchased here just as cheaply IS elsewhere,
he will keep his money at home by trading al nome
business lei
Who is in the live class? Speak up, gentlemen. Speak I'D!