The Nevada County picayune., 1917-12-20
THE BUYylT HOME DEPARTMENT.
bdrQdinS Don't Fool Farmers
pA1RoaIzE HOME TRADE

0ooS00too0 00ooo 10 Uo oe00 bN All Up So DsNs Local ote~ss-9dseeeIs~ is orsatsst Pector In the 8xpa nsien sf Strong Dvsipsss ln>srssto-rhs Az ef Advertising.
 ICuoyrightsd 1siA by Thomas J. suiitvaa.I Kites rise against, not with, the wind The method of the hust1ans mail order house is to plan with audacity and execute with vigor. It sketches cut possibilities and then treats them as proba abilities.
 Education Is the great factor in tho expansion of local business interests. Even the catalogue plays its part, neg auvely perhaps, but none the less surely.
 One or two demonstxaticos arc enough. Experience advertises from the housetops. It teaches the differ e0ee between false and true values and economies and judgment.
 And the farmer is an apt scholar. Once stung, the repeated appearance of the catalogue is bound to cause re- volt not only in the philosophy of the victim, but in hts entire social system.
 Farmer Recognizes vsluss.
 The farmer is not a poor appraiser of genuine values; but, being honest himself. he can be fooled once.
 After one good hunch he becomes wary of catalogue artistry and spends his cash boosting home trade and sup porting home merchants who do not sell their wares sight unseen" and never hand their patrons any green goods disguised as bargains
 Trading at home Is more than a mat ter of loyalty to home interests. It is a matter of individual self interest Every one is bound to profit by the community's success.
 Clientele Not Particular.
 The mail order houses have their clientele or they couldn't flourish as they do, but it is not among particular people The trademark of the genuine belongs to prosperity, self interest and common sense.
 It Is to be acquired only by the buyer of guaranteed goods, and 1t is fact that guaranteed goods distinctive enough to gratify the most fastidious tastes are to be found in all up to date stores in all provincial communities from Nome to Panama. It follows the rule of demand and supply among intelligent people wherever progress and prosperity train together.
 The catalogue houses are not passing up any new advantage for the further ing of their own interests. It's their business to keep awake
 Just now they are chortling with glee over the parcel post business as 1t affects their expensive output of printed matter.
 By making freight shipments to dis tributing centers like Cincinnati. for instance. they can take advantage of zone rates and save large per cent of the former expense of mailing direct from the home plant, catalogues con taining order slips being rated as par eel post matter.
 Familiarity Bresds Distrust.
 At first blush this looks like a tre- mendous advantage and bowling boost. But there is still some sense left in the ancient saw about familiar ity breeding contempt
 It also breeds distrust. and too much catalogue is apt to pail on even the simplest consumer In remottst Ar cadia.
 At one time any sort of u~il matter was welcomed hy the farmer as dis peller of moHotony, but the pld Urder has changed. and a certain l,w Jf the Latins beginning "Tempora .nutantur' is coming in vogue again with venge- ance when it pertains tn the improve ment of farm conditions aHG the evo- lution of the farmer.
 Catalogues Get scisso.s The farmer nowadaNt sel scribe for reliable farm journals And buy cd books. His main source Of res1'r7 is not confined, as it orcc was to .ac almanac and mai crder literatu'e The big multicolor,n dialogues make nice entertainment to' tn" kids with scissors. but there .h.ir utility will eventually end
 However, this is oh age of i'd -~rtis- ing. and almost e~er' :r,. le man -tsc- tured is brought tp .se notice of the public through the use of printers ink
 Standard goods Gce usually adver- tised in standard G-hrazincS and pu.T cations while the inferior manufacture Is exploited in g,ar:ng assGl!aes and large figures, w!th magn.Te', illustra tions that make the mticies aE~r more substantial md d,-i bio :hdn the pictures of standard made gods
 The cheap. shoddy co"d,; sgn Gte cd to the public through t&aap, shoddy literature. and for the I"sSoa that toe consuming public has llifle kroG ledge of values or quality the low grad. ar tlc1es find market wlta those wao are cheap buyers
 Buy cheap goods and y-.u always pay