The Fayette falcon. (Somerville, Tenn.) 190?-current, 1920-03-05
Advertising the Only Remedy

N~~----~ES
takes from circulation money from IL
legitimate channels of trade in tn.
section from which it is sent. This i,
patent fact.
la analS ENG the conditions which
brought about this cause it will be
found that merchants, especially 10
some of the smaller towns, are largely
respor sibe for this exodus of cash and
the filling Of the Golfers of the mail
order magnates. The executives Of
the big mail order houses learned well
many ears ago the value of advertising,
They speLt thousands of dollars az
nually in reaching the people. They
fl,od he country with attractiyely
printed catalogues. These catsl lgues
are embelished with illustrations: give
a comprehensive statement of each
item of merchandise and the price is
usually featured The average indi.
vidusl who receives the voluminous
volume" reads it from cover to cover.
The who'e family reads it. They begin
to figure what they want. In an sp-
pebling way every item is presented in
a most attractive style. The attention
of the prospective buyer is focused on
given article. This same individual
is reading the daily papers, in many
instances, and his home paper every
week. He searches the columns and
finds goods he wants not advertised in
these journals. He takes il for grant
ed the home merchant either does not
carry it or does not care to ego after
business. rhe home merchant may
have the very item he orders from the
mail order house. but the customer
does not know it. The result is the
mail order house gets the business.
To fight the devil, someone has said
YOU must fight the Satanic majesty
with fire. To fight the mail order house
successfully. you must use their weapon
in securing trade-Publicity.
The merchants must use every lie.
gitimate method of advertising and es.
pecially the newspapers. for they are
the best medium to economically reach
the buying public. They must carry
standard merchandise and be satisfied
with a legitimate profit. They must
give as much thought to their adver-
tisiDg as they do any other branch Of
their business. Even in the smaller
towns the merchants are waking up
to these facts. The avefage country
weekly. if worthy of of patronage, is
nowadays filled with advertising.
We are living in a period of high
prices. OF all times this is the cru
cisl period in the business life of the
little merchant. The wholesaler and
the jobber must cooperate with the
merchant. The merchant and the
newspaper must cooperate. There is
a mutual ground all must cover. Sys-
tematic and PERSISTENT adver-
tising will bit the spot and do the work.
1t is the only thing that will turn trade
from the mail order houses to the cit
les and towns. The cotton States
Merchants Association. whose head
quarters are in Memphis. has caught
vision and that organization has put
on foot plan to CO operate with the
merchant in the smaller towns of the
south by giving them the advantage of
expert sd writers to prepare copy for
q series of advertising for their home
paper and has conceived a plan, il
carried out, which will build up the
trade of this great section of the south
by holding all business that should be
had By the local merchants. Adver-
L Iittuk - q poWcE 90 mukuChChi nc tuC
needle TO the compass. and If used ju-
dcioosly will draw people to the stores
and shops In each given community.
After q customer reaches your store.
then advertising has served its function.
1t is then up to the merchant to offer
such inducements. extend such cour-
tesies, and make II mutuslly profitable
for the customer to trade with him in
such a manner as TO make of him q
friend and booster.
la practically every instance the
home merchant can complete with the
mail order house and save postage and
freight to the purchaser. but if the
home merchant does not advertise and
inform the public what be has to offer
and at what price. the mail order house
win advertise and get the business.
Put advertising to the test and the
marvellous results viii astonish you.
Go after the business: it's yours II you
hustle: the other fellows IL you do not
make tue effort. -Lauderdsls County
Enterprise.