The Nevada County picayune., 1918-05-02
THE BUY AT HOME DEPARTMEN1|
MiSS0pp0rtunitY Y0umiSSSuCces,
WISCONSIN FIRMS SCHEME.

An Up to Date Merchant Whe sus- osssfvily Fought Firs With Firs-Le- oal Dsaisrs Request Consumers ts Give Then, an Opportunity to FIours. Can and Will Meet Competition. rCopyrtghted, 1AA. by Thomas J. Sullivan If you want to succeed in the world you must make your own opportunities as you go on.
 The man who waits for the seventh wave to toss him on dry land will f1nd that the seventh wave is a long time in coming. You can commit no greater folly than to sit by the roadside until some one comes along and invites you to ride with him to wealth or in6u ence.
 Business men. local and otherwise. h the entire country, are desirous of increasing and extending their busi- ness, and if they did not care to do this they would not be in business.
 Can Successfully Cope.
 It is doubtful if there be 6 local rs- taller in the country who could not successfully cope with the mail order and catalogue retailer would he but try This the local merchant may not know, but nevertheless it ts an abso- lute fact.
 There is a retail firm in a town in Wisconsin which conspicuousiy displays upon it's counters one of the cata- logues of the largest Chicago mail or der houses, upon the cover of which is pasted a notice that 1t will furnish any article advertised in tho catalogue as cheaply as the buyer can secure the articles from Chicago. and it lives up to the advertisement attached to the very letter.
 Mail Order Hevss Seconds.
 The substantial local merchant knows well that the cheap stoves sold by the catalogue mail order houses are Night weight stoves; that the iron beds shown in the advertisement matter as massive frames with strong corner posts and heavy crossbars are light frail castings, commonly known to the trade as seconds" which no honest or reliable furniture dealer would keep in bis stock because he could not sell them to people who were given an op- portunity to inspect the goods before purchasing
 1t is only on very rare occasions that patrons of mail order house ever get the worth of their money when they buy from the pictures in the cata- logue, while, on the other hand, the local retailer. if he understands his the manufacturers and Jobbors who have reputation at stake and who supply goods of quality to their direct representatives, the retail merchants. throughout the country.
 Prize Their Rsputseisns.
 The responsible high grade manu- facturer and wholesaler will not under any condition or circumstance sell their goods to the catalogue retailer at any price. Many instances are known where catalogue houses secured by trickery a quantity of staple goods of standard make and advertised them ns specials at rdiculously low prices The manufacturers. in order to protect their regulations and interests. neces sarily had orders sent in for the en- tire stock or quantity of the articles through persons in their employ. They did not propose to have their articles, which were standard, advertised by the side of inferior articles of light weight and of decidedly cheap con struction.
 4 Vast Difference.
 There are numberless articles which the catalogue house advertises as the best on the market. among which are paints. and it often agrees to fur nish an impossible guarantee with this class of goods. However, 1t is very noticeable that it never at tempts to ship its paints into states that require printed copy of the analysis of the contents of the pack age.
 The answer to this. of course, if that the goods are not as represented in the catalogue. The up to date To- cal merchant. of course. is conversani with these facts and can explain then to his customers if given an opportu nifty. and he can also. if he understa ndi his business thoroughly. explain the vast difference between the goods solo by the catalogue house and those solt by him.
 Articles Challenge Explanations.
 The cheap. fashy, flimsy article cal never stand alongside of the honest reliable article without challenging al explanation.
 The business man who cannot nee this demand upon him is not up t' date. and his education regarding thu line of goods he carries should b. touched up.
 If the home town consumers ar' alive and awake to their own interes they can begin to educate the loca