The Caldwell tribune., 1919-03-14
BRILLIANT LECTURE ON
RETAIL MERCHANDISING
Newspaper Advertising; Window Dis
play; Store Management; Organi-
cation and System Discussed.

The lecture delivered by Mr.. G. w.
Sulley at the Methodist church Mon
day evening was we'll worth the time
of any business man. 1t was a splen
did, searching lecture that brought
home to every man present his own
slipshod methods of doing business.
1t went beyond that in that it showed
him both in words and by picture the
proper methods of arranging, organ
izing and systematizing his store;
transacting business and building up
trade.
More than 200 merchants and sales
people were present at the M. E.
church Monday evening, when Mr..
Sulley, expert lecturer of The National
Cash Register company, of Dayton,
Ohio, gave an interesting and educa-
tional talk on retail merchandising
methods. By means Of stereopticon
slides and motion pictures, Mr.. Sullev
depicted the troubles of the retail
merchant, and showed how to remedy
them in a graphic manner.
Last year alone 1890 merchants
failed; 40 every business day; one
every fifteen minutes" Mr.. Sulley
said Analyzing the causes of these
failures, he demonstrated the fact that
the great majority occurred because
of inefficient business methods.
Newspaper Advertising.
During his talk, Mr.. Sulley laid en-
phasis on the value of newspaper ad-
vertising to the retail merchant. He
said in part Except for the small
store in an outlying district of large
city, more people can be reached
oftener and at less expense by news
paper advertising than by any other
medium. But don't spend few dol
lars advertising, and then say adver-
tising doesn't pay. Make advertising
continuous policy of your store, and
you will not be disappointed with re-
suits" Preparation of copy for ad-
vertising, and how to secure best re-
suits, were also discussed.
Window display was also touched
on by Mr.. Sulley, and the solution OF
delivery problems. perfection of a
store organization, and other interest
ing features were thoroughly dis
cussed.
Troubles of Merchant.
| One of the big features of the even
ing was the showing of the feature
film, Troubles of a Merchant, and
How to Stop Them" This film was
prepared by the Essanay company foI
The National Cash Register company
at cost of $4,000. expert actors
portraying the various characters OIL
a merchant who was struggling along
trying to operate his business along
out-of-date lines He was on the
verge of bankruptcy, was shaving ID
hours each day trying to make his
business go, and had given up all hope
of ever succeeding. But, by the
ILLUMINATION Of leaks and losses, he
finally rose to prosperity.
Mr.. White was the chief characte,
in the fidm His store was located ir
an old-fashioned building. His win
dows were too high to permit propel
display of merchandise. The side
walk in front of his store was dirty
and the whole front was unattractivt
in the extreme. Customers passed b,
his door to make purchases at another
store The interior of his store wa'
in keeping with the exterior. Hi
goods were of good quality. but poorl,
displayed His clerks were indifferent
His poor business methods cost hin
money every day. He was deeply ii
debt.
Then came a change. Through tn,
introduction of modern busines
methods in his store. the tide wa
turned. From failure he was turne,
into successful business man.
Following the showing of the film
the meeting was adjourned by singn,
|"America," illustrated with stereopti
con slides depicting historical event
in the United States.