The Nevada County picayune., 1917-12-06
THE BUY AT HOME DEPARTMENT.
Local Paper As Home Champion
THE POWER of THE PRESS


 Pr'c>i.s Prsss Cen Do Fsr Hems
 Msrohsnts-hs~ te Make the Best
 uss st Very EHseisrt Weapon In
 Fight For the hsrs Market lCepyyishted inA ky rhe~sn J. suh,v an.
 In former days expectations rites we're used Ia s1oreise evil spirits. but fr our times the same effect k attain ed and beyosd comparison more eff Actually by the newspapers Before the taiismnn ghosts, vampires, witches and all their kindred tribes are driven from the land. never to return. Moth. ing is SD intoiershie to them ss the smell of printing ink
 New Element of Power.
 What gunpo~der did for war the printing press can do for the local mer chants who are competing with the re- step toward enlistine the aid and friendship of the editor Is to under stand that he is ready to boost his home town all the time and that every dollar expended with him for advertis ing will return dollars worth of ben eft or more He asks no favors of any one; be has a dollars worth to sell, and he can deliver the goods every time
 The invention of printing added . new element of power to the race From that hour the brain and not the arm, the thinker and not the soldier. books and not kings. were to rule the world; the weapons forged in tho Iptpd, keen edged and brighter than the sun beam, were to supplant the sword and tho battlesI.
 Power sf the prees.
 The press is not only free; t is powerful. That power is ouTs It h tho gpSetest that nan caa soteL 1t wds net grs sntsd by nuopss schs; U VAs not gained for us by aslsesssadk bst 1t sprans fpom t,as Isopl& aD< AA - isaosStal tnetanst ' As elwsy1 G9tAs1 fsv h. Dsspas.
 NDA h1ee@0aQ1V ass - s0toD tAsassivSs 10 hsa0s fSs 0bs OFAl tuVvSssssn that ths chisf vnbss Sf | lsrsi paper ls an evidence that tAs 4s~a . f0M, s,s~s sse &uey = = AseA.
 Whits opass His otsek in yrsds.
 TAA vublisher's EtOck h traAs h the white spses \. hss pspsr which As kas to ssll. tAe valus of which the msschaaf cap aeter1,ne by Ats e6ogte ts mske ssoA usa of it. not hy Htsas ssxr sr As laeh d. onss . ,sAsth, bus k1 . sSs1. iAtss. wsn prsparsA al, vos ssAs we'd sftsr wssA.
 .,5 s~ at stus=
 TAs Is>al asxehssh aaA ssvas- estpls ~ks are AeAtaAG As sstak aseil srASr L~waSs oss dad as asys ssboabls sh thss thA lssei slntsr.
 Ths locsl nsrchant cas as kus6nsn 0n . sAalisr margin of pvoAt thsn Ahe ,usfI order honss as Ais expsRses are iesk. He dues Eot need to carry such . large stoek. ss he knows bis people and thsAr desires. and he knows ssd can prove that he can sell better Sosds for tue rnoney thxn the other fellow.
 How to Get RssuIts.
 No doubt the principle reason why . few merchants say that sdNert sing In locs papers does not lr.N k because they themselves lna kc small u.r of the space they buy Ihzs is the aay of hargsri~. and consequently inc space in the paper Gt:r.srt sttenttolr Give s little lime and thousl to the prepars ton of swir ads i'c merchant who will do Il. s vii .,.; result aud will no }uu2eH hHAe t.s-e e te ea4l,n tia of the ioaal es.# he.a- i.e s7ad ns \ draw tUS H5ed5tau
 How many of them employ modern. TT, lo date methods in the conduct of their business Do they advertise in t-Iligentiy and consistently. telling the public what they have for sale and at what price: When there is " slight husiness depression in their town do ths, increase their advertising or do they hurry to the local Bewspa per and cut ont their nd
 He Weuldnt Advertiss
 By constant and liberal use of the advertising columns of the local preep the merchants encourage he editers tt greater effort in providing more and better local reading matter. and iD thlt way the advertising worth of the paper k materially increased as the nrrival of paper worth while is always awaited fin the homes Of yeur consum erx
 And when you come to she end Of life's Journey do not be in a position to nave the following inscribed upon your tombstone;
 And when ne dies go plant him deep
 That naught may brsak his drssmless