Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-07
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 he
needs the community cash.
But n OF 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
Today the successful merchant is a hunter-he must go ut cunning
Tor euaomers-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 actions.
If he is a huster-f he keeps his store clean, his goods neatly dis
played his advertisement running regularly in the local paper-he at
tractsth the public eye, and the public follows its eye
But a clean store, neatly displayed goods and newspaper advertising
ire not the only requisites o a successful mercantile career.
The country merchant should not bank too much N the fact that he
is a necessity
mean of lettering the condition of the consumers and acquainting them
of the fact. He should consider their welfare, as we'll as his W
The merchant should have iron creed, and that creed should
never be broken: He should treat all customers alike never misrepresent
his goods, and keep his shelves we'll stocked with truth.
He should join intellectually in ovem for building up and ex-
their rights are Is great as his own. They do not WI the town,
neither does he.
Heshould join whoeheartedly in movements for building up and ex-
banding the business Interests of tn community, fol 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 who labors for the we'll being of the whole community, ever lacks
They migrate toward his door as naturally as the birds fly south in
winter.
Such merchants gain the confidence OF the people, for the people
behalf Of the community will be extended to his customers in m
cn1 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
information to which they arec clearly entitled.
Such business lei 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 have some 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 car revolutionlze
trading conditions of this community.
The money that is being daily sent away for goods might just IS
well be spent in our local stores-and would be- if the merchants ros
to the opportunities before them. !
Iii is the easiest thing in the world to keep the money at home, for
are not fools.
Just keep the goods the people want and of the quality thew want.
Sell those goods at a fair margin of profit, thereby competing in
quality and price with the outsider.
Then advertise persistenty-keep the home goods constantly in the
of the consumer-awakenh him to the fact that it Is as much TO his
as to yours to keep his money in circulation al home.
When you convince the consumer that you have the goods that he
wants, and that they can be purchased here just as cheaply as elsewhere.
he will keep his money at hcme by trading at nome.
men
Who is in the live class? Speak up, gentlemen. Speak up! Z