Carson City daily appeal. [volume] (Carson City, Nev.) 1907-1930, 1915-05-08
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 "uch a nc
needs the community cash.
Many of them fall by the wayade because OF their ignorance OF Q
indifference to the rights o. the public. ..a Co..
Fifty years ago the W merchant st in his stor and waited or
business to come to him.
Today the successful merchant is a hunter-he must go Out cunning
for customers-and his ammunition is his stock IN trad ana MS -" :
the local newspaper. $3.50 their
city cousins, and they gauge the merehan y ms 1Mn soads neat,vd dis
If he is a husler-if he keeps his store clean his goods neauy ~,
played, his advertisement running regularly IN the loeai per .
tracts the public eye, and the public follows its eye. ..
But a clean store, neatly displayed goods and newspaper advertising
ire not the ony requisites O a successful mercantile career.
The country merchant should not bank o much o the act 'na' nc
He should be progressive-constantly bidding for Fredericksburg
means of lettering the condition of the consumers AM acquant1ng them
of h fact He should consider their welfare, as we'll as his
The merchant should have N 70 creed, and h at creed snoula
never be broken: He should treat all customers ahk never
his goods, and keep his shelves well stocked with truth,
He should ion intellectually in movements for building up and X
their rights are as great as his own. lney DO n' ," 'e '"'
Heshould join intellectually in movements for building up and X,
banding the business interests of the community tor success Is MI iou"o
on the topmost rounds of the ladder.
The merchant who has built II p a reputation a a public spirited nal
as who labors for the well being Of the whole community never ''eNS
for customers al his store. .ou.h :,
They migrate toward his door a naturally a. hi BIRDS ny s0o" j"
Such merchants gain the confidence of the people for the people
know that the same intelligence and air nnndeoness msn nc ;e en omm ~
behalf of the community will be extended to his customers III '""e'
Most country towns have a few such merchants in their midst and
the communityi is the better off for their presence.
You invariably find their advertisements in the local papers, teInns
of the merits Of the wares they have to sen and giving the peop' ''
information to which they arec clearly entitled .a
Such business men are successful, because then method O S"e
md their very attitudes breathe success.
They ave MANY customers, because the people admire a hustler.
This town is located in a splendid community, and it should Az
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 bralnsa art capaoc %
accomplishing great results. ..
Individually they can do much, but collective heS Cal eVo"''0"'
trading conditions of this community.
The money that is being daily sent away for goods might ut as
we'll be spent in or local stores-aho "o"n DC !"
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 i'll
quality and price with the outsider.
Then advertise persisenty-keep the home goods constantly in the
mind of the consumer-awakenh him o the fact that it is as much to his
interest as % sto keep his money in circulation at home.
When YOU convince the consumer that you have the goods that he
wants and that they an be purchased here just as cheaply as elsewhere,
he viii keen his money at home by trading at nome.
The neople wan a live community and are willing to support W.
business men /
Who is in the live class? Speak up, gentlemen. Speak up!