The Morgan City daily review. (Morgan City, La.) 1916-1920, 1917-10-18
Interest Of Dealer And
Editor The Same
President National Editorial
Association Urges More
Cooperation

A plea that local hardware and
improved dealers cooperate with
the home publishers was the message
sent by H. c. Hotaling of Mapleton,
Mimi, president of the National Ed
itorial Association, to the conven-
ton Of the National Federation I'M
plement and Vehicle Dealers asso-
Citations, which met in Chicago the
other day. Mr. Hotaling was innvit-
ed to address the convention. He
was unable to be present, but took
the opportunity OF urging that those
present give more thought and time
to the advertising they do in their
local newspapers. His letter is as
follows:
National Federation Implement
and Vehicle Dealers Associations
in Convention Assembled, Chica
go.
Gentlemen: I regret sincerely
my inability to accept the invitation
Of your president to be with you in
your deliberations and to speak to
you at this particular time. The
wide extent of your organization
and its diversified interests bring
you in close contact with the pub
fishers of your respective communi-
ties. It is an accepted fact that the
cost of doing business is materially
reduced by we'll directed advertising.
The trouble with too many dealers
is that they look upon their adver-
Using as method of helping the
editor to keep his publication afloat,
rather than cool, business PROPOSE
ton intended and calculated to
bring profitable results. This can
not be accomplished except by Civ
ing some personal attention to the
matter in hand No, advertisement
simply proclaiming that John Smith
deals in buggies can expect to Sc
cure the same results as the care
fully written one setting forth the
good features of the buggy in ques-
ton, the materials which went into
its construction and the character of
the workmanship thereon. Neither
can the man who advertises cut of
seasop-sleighs in July and auto |
mobiles in December-expect to
obtain the, sales that would and |
should take place were the advertis- |
ing receive some attention, the prop !;
er display and changed regularly. |
Tell your story as you would tell it
to the customer and, above all things
tell the truth and play the game
square. Deceit and unfair dealing
never made profitable sales or built
up a profitable business. The Good
Book tells about building a home on
sands.
ut is not my desire to take up
your time in the discussion of shop
talk. The interest of the implement
'AA1A, VIC AoI uWdlc IlcTCIldUC ana the
auto dealer, as well as those of the
country publisher, are one and the
same. All are interested in build
ing up the community in which they
make their homes and in endeavor-
ng to do sufficient business and at
such profit as to provide comfort
IDLY for those who come under their
are and protection. The catalogue /.
louse and the mail-order system is :
he greatest enemy Of community :
:rowth and it behooves every inter-
st to work in unison to discourage !
his gigantic industry which is build .
ng up the city at the expense of the 3
ural districts. 8
"You gentlemen do not need to be , ,
I'D of the seriousness of the pres 2
Mt situation. Many Of you are 8
callers in farm machinery. You -
n oy,, ho<{,r %Lo~ lox,,