The Mellette County pioneer. [volume] (Wood, Mellette County, S.D.) 19??-1971, 1920-01-23
Continued from last week.

certain amount OF business. line
largest stores that do the most adver.
Using are doing the largest business.
The smaller stores that are doing lit
tie or no advertising are not doing
as large a business. If these smaller
stores increase their advertising space.
which would increase their business.
would ii not affect the stores that are
now the largest advertisers? Would
their business not be affected If the
smaller stores increased their adver-
Using? That is, would they not take
their increased business from the
larger stores? And if this were true.
would il decrease the sales in some of
the StoreS?"
! am glad you asked that question.
1t was one that was brought up be-
fore. | was going to st. Louis in May.
When we got out of Waterloo several
young merchants got on the train and
they were talking about going to a
chamber Of commerce meeting. One of
them said: II would like to heal that
fellow. Mann. | want to near and
meet him." | overheard the conver.
sation, stepped oyer and said: "YOu
can meet him right now" went back
and got this bunch of stuff. Talked
along that line. | was showing my
method and telling him about mail or
der houses. One Of the boys asked mt
identically the same question.
There is q town out in our state, a
good town. 1t is the third town Of the
state. They have a merchants organi-
,Zation in that town. They have such
q close organization that q penny store
or Woodwork couldn't get into that
town, unless the community In that
town said so. They have control of
all the property. They don't allow
anything in there because they have 1t
nailed down. At a meeting Of their
organization one man got up and said:
whats the use? If we don't any Of
us advertise, we will do the same
business. What's the use Of adver-
tising?" So they didn't. l happened
to be in that town; walked around it;
went TO the newspaper office and
looked over the files. There was some
thing wrong somewhere. ! found out.
I was telling This man about that.
There was a gentleman sitting over
or the end of the Settee. 1t was in the
smoking car. He kept looking at me.
smiling once in a while. ] noticed him..
| couldn't just get him. Mighty clever
looking fellow, we'll dressed. After
the other gentleman left. he came over
and said: "NIr. Mann. you have the
right idea and method in going after
mail order business. was considera-
bly, amused about the story you were
telling. DO YOU know what happened
TO that town out there? | am Bellies
Hess. representative, and that Is my
buSineSS-tO find out the best place to
place our advertising. | found out the
condition Of that town, and put In four
solid carloads of my catalogues and
we just simply cleaned that territory
with ready-to-wear business, and we
sold 100000 in North Dakota" That
is just the idea, if you don't advertise.
don't forget there are many who are
willing to advertise outside Of this
town. These people were being flood
ed with Out-of-tOwn advertising. A lot
of people don't believe 1t, but adver-
Using creates business. Do you notice
the government advertising business?
They sent out word to everybody to
advertise to create business. Perhaps
you think people won't eat more. You
just tempt them along with nice stuff
and they sure will! Same way with
merchandise. Just stop advertising
and see what will happen. The whole
thing Will stop.
We need in this country at the pres
ent time a campaign of education all
over the country along this line. In
our state, we are getting a campaign
Of education along certain lines and
we need it along other lines.
| know it is a fact that a great many
men believe as Gospel truth that the
mills and other advertisers. are spend
ing their money for the Saturday
Evening Post to keep 1t from attack
irg them and exposing them as rob-
bers and thieves. If the mills would
take off their travelling men, quit news
paper advertising, take down their
%rillboards, in two years the Crosby
Mills would close their doors. l vas
talking TO Mr.. John Crosby Of Mime
apolis on this subject. made the
same statement to him and he replied {:
well, you are probably making 1t
pretty strong. but there wouldn't be
very many mills running II we didn't
use every method we know to keep
this stuff going right from the mill
to the business place. There would be
nothing to it," ! believe that the
great packers In advertising have Gre
ated a wonderful demand. and ! don't
believe that the attacks on the pack.
ers are just. Those men have used
all their energy and effort not only
TO market that stuff In the United
States, but all over the world. But
- N-k ,Nl@.