The Washington herald., 1916-10-22
BY CHAs. J. COLUMBUS,
Secretary Retail Merchants Association.

\
Buy in and Boost for Washington:
With this slogan at masthead and fen
der front, the Retail Merchants Associa-
ton has carried forward trade mission
airy work for the National Capital that
has been a distinct benefit both within
and without the city.
Proud of the splendid capacity of the
city OF Washington to meet the ordinary
and extraordinary mercantile needs OF
the public our business men have fared
forth from time to time, to formally and
officially welcome the folks outside OF
the Capital to their natural market
place.
During the last three years business
men Of Washington have participated in
four water trips on the Potomac and two
automobile trade tours, six conventions
OF Capital boosters that have carried the
gospel OF Washington's good business
many hundreds of miles. and into new
and untried territory. On these trips we
found that cities far removed from
Washington were enjoying trade advan-
| tages that this city was rightly entitled
to but which it never enjoyed, merely be-
cause Washington business men did not
go after It. Other cities did. however, as
was evidenced by the box and crate
marks that We found at many landings
and stations.
o COm mmerctal Warrington.
We found that the people outside Of
Washington had not looked upon this
city as a source Of commercial enter
prise; rather, in their minds, the Ma
tional Capital. the seat Of government,
was the hotbed of politics, and the source
/ of law. For business they knew 1t not.
Following each one of these trips, We
have asked the very natural question Of
participants. Were you satisfied? Have
the returns justified the Investment Of
time and money! and invariably the re-
sponse has been that 1t did.
! Trade boosting is a unique form of
advertising and, like advertising, has its
definite rules and principles. 1t is the ex-
perience of every advertiser that the
! once-in-a-while announcement does not
pay, but on the contrary that an adver-
| tising campaign, no matter how large or
how small. must be persistent, and fol-
low a definite line Of principle. Keeping
! this axiom in mind, the Retail Mer-
chants Association has made It rule
to twice a year. at least. go from the
city's precincts to the country districts
and with its band, its souvenirs, and its
advertising matter, place in the hands
Of a growing population outside of the
District, the definite relationship that
commercial Washington bears to those
within a radius Of a hundred miles of
the city.
Only those who have made these trips,
or a study of them, can fully appreciate
the big trade prospects that abound in
what, to the passerby, would seem to be
salty territory for trade.
Capitals Rights.
Other cities enjoy this trade. and so
why not Washington? 1t is Washington ;
by every natural right, both from the
standpoint of geographical position, quail
| ity, service and price.
Trade becomes a habit. The fact that
ones forefathers bought Of so and so
is a strong inducement to a number.
Such people seldom look around for other
sources OF supplies. This is only natural
when the other sources of supply do not
knock at the door Of opportunity in those
places. In order to increase the mutual
opportunity between the merchants Of
| Washington and the residents Of the ter
1tory within a hundred miles OF the
National Capital, the Retail Merchants
Association has carried forward these
trips with the purpose of creating a bet
ter understanding Of the trade oppor-
tunities that abound in Washington. The
assurance is given that quality and hon
est dealing are of paramount considera-
| ton among the business men OF the
National Capital.
Such trips develop a spirit Of fraternity
| among the people of Washington and the
territory traversed that is possible in no