The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1915-08-14
NNm onnER ooMrErrrIoN.
krR HAIL order competition
IV hard to meet
~. ~

more often than any other from the
average local merchant. Ia discussing
his business competition.
Discussing the M order house aud
the money d takes from this rommun-
~ that should stay at home. W. r..
Southland, manager Of thc local elec-
trir nsht and gaa utility. told a large
company OF Albuquerque business
men this week that mail order
competition Is moi hard 70 meet. that
the chief trouble in meeting that CON-
petition Is a mistaken iden OF tho way
70 meet Il. This lie precisely accu-
rate.
There are two sides to the mail
order cviL. That II is an cv5l no one
can question; that when we send oui
cash out 81 our home community Tor
goods. while running a charge ae-
count with the local business houses
We are doing a grave WRONG to the
local merchant and the community.
Is perfectly clear. on the other hand
thn practice has been followed more
or less In every community IN this
United States since the mail order
business was first established. and 1t
always win be followed until the local
merchant becomes just rs efficient In
his methods for getting business as Is
the mail order house. 'acussing" the
mail order business viii not stop II.
Price cutting will not stop Il. As long
as tho great mail order house sweeps
he country with lis huge advertising
campaign 4 viii continue to get and
take away home dollars that should
stay at home; often delivering for
that dollar a grade Of goods Inferior
TO what may be had at home for fhe
same dollar: and never "a sausfac-
tery II q be a garment. or az health
fui or pailtablo II IL be a food pro-
duct. A considerable portion OF the
people may be fooled all the time.
n are fooled all the time. II is no
good 70 blame the housewife for
sending TO Chicago or New York for
a dozen pairs Of socks on a mail
order bargain offer. II may De she
con get the same socks for her hus-
band, 81 the same underwear Tor her
children. or the same house dress Tor
herself Tor less money at home. But
~ abe BELIEVES she Is getting more
Tor her money from the mail order
house her WI conscience VIII Justify
her In sending the money out Of town.
Therefore, saying hard things ABOUT
the mail order hous on the one hand.
or the local mail order customer on
the other viii not get US anywhere.
This narrows Il down 20 just one
proposition, that which Mr.. South
ard emphasized. 70 meet the mail
order competition IL Is necessary 60
meet and bea its advertising propa-
Tanda. In the contest Of advertising
tho local marchant has n tremendous
advantage over the mail order house.
He can set his space in a more salts
factory medium; the local news
papers and he can afford 70 spend
more money IN the local newspapers
than the mail order house can hope
10 do. In proportion to the volume
~ business done the great mail order
houses spend considerably more Of
the gross ine0mA IN advertising than
The average local merchant. That
such expenditure rs justified is per-
feciiy clear. The results show II.
II the average local merchants In
TIM city and in other cities Of New
Mexico would spono a percentage Of
their gross Income in advertising in
approved local advertising media,
equal 10 the percentage scpnt by the
msii order houses they would drive
every mai order ous out az Ncw
Mexico In a year; for b simple rea-
son that no mail order house can af-
lord 20 use local newspaper space 100
sufficient Volume 10 get local results
even II tho local newspapers would
sen the space to mail order houses
which the local newspapers generally
viii not do. and which ouT Alhuquer-
uue papers refuse 20 do. And the cato-
log as a producer. is a dead medium
when compared 70 the local news
paper.
There Is just one way To- educate tho
public against mail order buying.
Tint is 20 place constantly before
them goods as satisfactory. at prices
a. satisfactory. The home merchant
who does hat will not be worried
r~crsously by mail order competition
There IL the element OF pubic spirit
IN the matter. u In wrong 70 send
money oarnod at homo away from
home for goods which can be had al
home for the same money. grade snd
service considered. But Just 70 long