New Britain herald., 1919-11-10
RETAIL ECONOMIST LECTURES HERE
6toCkdalo to Conduct Merchants
 Institute during the week

under the direction of Frank Stock tale, retail economist, who makes his home in Chicago but who spends ne greater part of the year travelling hbout the country and conducting ncrchants' institutes the local Cham per or Commerce is planning to hold series of round-table discussions and neetings during the week of Noyem per D for the benefit of the New sfitain merchants who are affiliated Ftth That organization.
 MT. Stockdale has been tbroueh inc ftcfo1 or this city getting an insicht nto the ways of handling stock. tho planners Of snlespeople. advertising nd window trimming methods used F the most prominent merchants nd will bn3e his course upon the re 5a'ltS OF this Investigation
 rho Retail Merchants institute is set-toSethor of local merchants and Rsiness mon. The object is to mako available to Inc New Britain business hsn the best methods and plans in '%e by the most successful .mcrch2nts a'ouSRout the country. It Is gath t'nE Tor tho exchange U> morchan- iSng ideas.
 Arrangement Of stock.
 Among the things 70 be gone over Thoroughly is the arrangement of tocls. MT. StocllGalN N&e found that lie stores of many oi, es the size of Now Britain are still displaying their tock In the same manner as ihe stores bf half q century ago and he intends n explain just how the articles cN- ,oscd fo" salo can oo arranged 10 present. an attractive appearance and lraw trade.
 Competition whilc admitted to be he llfo of business, can also be it's aoath provided the merchant is not Equipped with ideas to offset the of ers of other business mon. To be a ender and not q follower in ones limo s an asset, MT. Stockdale claims, and be intends to prove 1t to local mer- Ehants during the week of tho insti- ude. Incidentally he plans to pro- Fide them with ideas by which they an mako T successful entry into the ace for gales
 Way to Advertise.
 The proper method of advertising, both in the newspapers and in other ways will take up q portion of the Inc allotted for the discussions. In lie words of the economist In charge: "You might just ns well take down tour sign n-bonrd as to take your ad- Fertisement out Of tho newspapers. you wouldn't think of doing such a hing, and you ought not to think of aking your ad out of tho papers, setting best results through the OK ,lanation of rather than the braggin 2 bout stock. is Stockdale's belief.
 Window Trimming.
 Window trimming is one of the aost important branches of merchan- isinS and it should earn at least half he amount paid annually for store ent, he argues. The window should De a complete advertisement creating desire for the articles advertised as Nell as bringing about a curiosity fhich will cause the patron to visit he store and inspect the stock.
 Tho handling of salespeople and heir proper instruction is one mpor- ant phase of the business of selling retail and 1t ia one of the branches bot gtvon proper consideration. Tho proper time to talk and when not to nlk, tho information u custom CT wants nnd what he is not interested In and courtesy are some of the sub oectS to be treated under this head Newspapers throughout the country
 
 praise Of Stockdale's work and the esults hc has accomplished He car lies with him several hundred rec bnrnendations and clippings from bver 150 cities in which he has talked before mercantile organizations. His experience in retail merchandisine z its him in 8 thorough manner for his work.
 20 Years of Experience.
 This experience began twenty years go, when he was behind the counter Il his fathers general store, learning o sell goods. Then followed six years ps commercial Instructor. This wa: followed by two years speaking on the chautauqua platform and as lecturer or the service bureau of the Intorna ional Harvester company. His mex Experience was in the editorial eX ension departm cnt of System" the ma agaZina Of business. There he be ran his nation-w Investigations fl