New Ulm review. (New Ulm, Brown County, Minn.) 1892-1961, 1917-02-07
SUCCESS WROUGHT
BY PRINTERS INK K,
COUNTRY MERCHANTS BUILD UP
IMMENSE TRADE ALL THRU
ADVERTISING
LITTLE TOWN ATTRACTS GUS
TONERS FOR MANY MILES
AROUND

Several weeks ago II. 5. Mcintyre,
of Minneapolis, editor of the Twin City
Commercial Bulletin, addressed an
audience of business men, salesman and
saleswomen, on the subject of salesman
ship and advertising, at the New Ulm
Commercial Club, devoting considera-
BILE portion of his interesting talk on the
latter subject. Mr.. Mcintyre had
gained lot valuable experience in both
branches Of the subject of his lecture,
by building up large trade in a small
town in this state. "
Success In Small Town -
Mr.. McIntyre's experience has been
duplicated by a firm in a small Ohio
town and the accomplishments of that
concern was 50 successful that those
who heard the address here by the
Minneapolis man will certainly read
the story with more interest than under
ordinary circumstances. j-..-
The village of Strasburg, Ohio, has
one Of the biggest country stores in the
country Carver Brothers, general mer-
chandise merchants. The business
done by this firm in 1916 totaled $685.
900, although the village has only 1000
inhabitants. ...-. 80
Can Strasburg, a town of 1000 in
habitants, buried in the heart OF rural
district support such store? Stras-
burg can't and doesn't. ....
To ring up $465,000 on the Carver
cash register, every man, woman and
child in the village would have to spend
in the store $3.50 day. :>...-,.a
It's the people who live in a. 30-mile
radius who make possible the enormous
proportion of Carver Bros business.
Canton, city of $4,000, and Massillion,
of $4,000, are within a this radius.
Why is it, then, so many people who
might just as we'll patronize Canton and
Massillion stores are convinced Carver
Bros. have just as good quality and
selection of goods at just as reasonable
prices? -"
G. Albert Carver, the head Of the
firm answers: eve advertise" '',
The store was started by the Carver
boys father. Twenty-Five years ago the
father turned the business over to the
sons, G. Randolph and G. Albert Carver,
to be paid for at the rate of $18 week
as long as either of the parents lived.
The fathers business was just that
of the ordinary country store. An
annual turnover of $4,000 had been
it's peak performance. The boys strug-
gled along short time, then accident
taught them the great value Of adver-
Using.
Taught BY Accident #.
A hand printing press and some type
were sent, to Rudolph by friend who
couldn't sell them i'm Columbus. Ru-
dolph set up a cicular announcing Ger
tain alluring propositions the firm had
to offer. There was no newspaper in
Strasburg.
No sooner had the circular been dis
tributed than the stimulus to business
| was felt. The next month a second
circular was distributed, then third
| and fourth.
In spite of the prediction of the boys
father that they would Dust because
they. were spending too much money
for advertising, they showed gain the
first year, and the business has shown
gain every year since, except one.
Advertising thus has become regula,
part of the Carver Bros hall million.
dollars-a year business institution. OF
the big annual appropriation for adver.
Using, huge sum goes to newspapers
| Page advertisements bring results
G. Alfred says. And every papel
within 16 miles, and some as far away
as 20 and Is miles are employed. News
paper ads attract to the store scores o
customers even from Canton, "a mile
away. People living at a distance driv'
to the store in rigs and autos to taxi
advantage of bargains advertised
Ninety per cent Of the volume of trad,
comes from outside of Strasburg.
| Ganver calls his advertising campaign
the process of fertilization.
| II ADVERTISE" he says, "for the sam.
reason the farmer uses phosphates ant
lime. The fertilized sections yielc
greater returns. What the farmer call.
the process of cultivation of his crops
call the giving of service .
Being Good.
| Mary Pickford, the movie actres: