The Denison review. [volume] (Denison, Iowa) 1867-current, 1919-09-17

| of people to buy from them, and then
forget that there is mail order house
on earth and go out after the bust
ness. They must make their stores
attractive. You won't find better fix
lures nor brighter store in America
than this is, and our clerks are just
as bright. We employ sixty of them.
Some have been with us thirty years
and know our business as we'll as we
lido.
"The spirit OF this store is one of
friendliness, of good cheer and fair
ness; and very important, toos it is a
spirit OF love OF the beautiful. We
express that in every way we can in
land round the store; and it all pays
and pays big" ,.H....- .t..- .a.
Johnson's Store News is a full sized
newspaper. 1t has never less than
four pages, and often eight and twelve
Its editor knows how to write, and
how to make it interesting, and how
to- advertise. Its middle pages are
filled with advertisements of goods for
isale in Johnson's store, all we'll illus
trated and described. It's outside
pages are filed with interesting news
of town and county, with advance no.
tees OF weddings, church events, con-
certs, dances and shows in the audi.
forum. There are enough jokes and
funny pictures to amuse the family
and farmers say they like it better
than any weekly paper. 1t advocates
good roads, plans for community up.
life and service and the bringing Of
conventions and meetings to town. 1t
tells how to do more efficient work on
the farm and in the farm home
Throughout the war it printed news
and pictures of the boys who went to
war, printed letters from them, took
part in all the Liberty loan campaigns
and even printed news of rival mer.
chants. 80 ;. = nf4:.. e.. .
II tell the boys not to be stingy nor
hidebound, Johnson says. ut doesn't
pay, and besides it isn't right. If a
man opens a new store in this town,
Or if the daughter of a rival merchant
gets married. it is news our readers
are entitled to and so we put it in the
Store News. That gives us great
reputation for fairness, too, and l be.
lieve in it. Our fortunes are all bound
up together in this little town and
county and we ought to pull together
This store. paper and the advertis-
ing l do in the weekly papers in the
county costs me one thousand dollars
a month, but it is the best investment
as business getter that I make. We
mail that paper out to fifteen thous
and addresses each month. We use
mailing machine, of course. That's
lot of advertising matter going out
believe in it. The only place l know
of where money is made without adj
vertising is in the United States mint.
You notice that we don't give all the
space to shouting about our goods and
about low prices and we never scold
nor find fault. We make this paper
so interesting that it will be welcome
in every farm home.
"a farmer from away over near an
other town came in here last week
and said: johnson, the folks who buy
from you have to pay for these show
windows, these advertisements and
the paper you print, this elevator and
these signs and fine plate glass and
nickel fixtures and mahogany show
cases; all that has to be tackled onto
the price of the goods. Isn't that so?'
No Groceries or Furniture
"'All right. you do have to pay for
all that l said. But look here: You
look at our prices and you'll find that
we sell as low and in many cases low
err than the fellow you are talking
about who never advertises and vino
keeps a drab store. You ask me how
can do that. It's in volume of bust.
ness. By advertising to fifteen thous-
and people or more month I bring
fifty times as many persons in here
to buy as go into his store; therefore
l sell fifty times as much merchan-
disc. II sell fifty pairs of shoes to
his one can sell for less profit on
each pair than he and vet make more
In the year than he It's better for