The vidette. (Iuka, Tishomingo County, Miss.) 1912-1967, 1919-05-29
Worth Remembering.

III reCtnt ISSUE OF the MOntgom-
cry wv. VAL News, Luther S.
Montgomery. editor AMI manager,
makes some interesting observations
hat it would be well for other pub
] shers to take note OF. Editor
dontgomery's remarks concern the
lumber of catalogues Of one of the
zig Chicago mail order houses
which go into that territory twice
Zach year and the cost which evil
lently runs into the millions annual
Y, for distributing these catalogues.
These figures, he says, should bring
home forcibly to every merchant the
value of advertising, aud along this
line he continues:
I nix of ii Mr.. Business Mani
You will probably say, as you
laugh up your sleeve. that times are
hard, that people have no money
and that advertising in this instance
will not pay the Chicago mail order
he use. But don't you be fooled.
Years of experience has taught
these big business men behind the
mail order house that the profits OF
the world are built on advertising.
The balance sheet of the mail order
house, so long as you continue 10
t give it your field without a word
of objection, will continue to show
the enormous profits, and the yearly
gain on the right side OF the Il d ger.
II it don't pay them to advertise,
do you think for one minute that
they would do it on such large
scale? And think of the hundreds
# big mail order houses doing ex-
ictly what this one Chicago mail
rider house is doing right here I'M
Ter our very noses. Then multiply
his big expenditure by that num-
Der and the result will startle you.
You have your remedy, you have
always had it, but you persistently
fail to apply it.
You should fight the mail order
house with its own weapon adver-
Using.
You think that won't pay. But
what have you got to say about the
figures? Are they not proof that it
d ,es pay? Have you given i: a
fair trial? No. Then try it.
But, you say the News gives you
this advice with the hope that it,
advertising will grow and our profits
Increase. Very true. And with the
increase of our profits SO viii your
profits increase ten-fold.
When the newspaper attacks the
mail order house, when it urges the
nome people to spend their dollars
at home with the home merchants
you laud it, you cheer it, you give
tc the editor words OF encourage
ment and say, go to it, that just
fine."
The newspaper spends hundreds
of dollars each year doing that thing
for your benefit, keeping the dollars
at home to swell your bank account.
Of course that is the advertising
in which you believe, and you be.
lieve in it because it does not cost
you anything.
But what if the home newspaper
always boosting your business, keep
ing the dollars at home for you,
asks you to buy $50 worth of space
a year to be used in inviting the
home people to patronize your bust
ness. All, that is another matter.
Swat the hy' has but recently
become a popular slogan. The
slogan of the city mail order house
has been for years swat the small
merchant" and the implement OF
war is advertising. You have al
your command the same implement
with which to swat the mail order
house." Use it.
Cooperate with your home news
paper, the benefits will be mutual.
The newspaper uses its space
without cost to you to keep tn
dollars at home for you, so you
should buy some of the space to get
the dollars. 1t is not the custom OF
the American citizen to 60 wher,
he is not invited to go. If he il
invited to buy in Chicago he will
buy there, but he would rather buy