The Wolf Point herald. (Wolf Point, Mont.) 1913-1940, 1920-01-22

up fine. Everybody said the farmer
wouldn't come in a store of that kind
But they did. We put in rest rooms
something they never had before. Al
the time the advertising was increas
ing.
Last Years Business $500, 600.
l had a younger brother who cam,
into the business at that time. HI
had developed into a great advertis
ing a AT the present time W.
have a large contract with our dali!
paper for advertising for the yea
1926. We pay 30 cents an inch. W.
spent last year on that business be
tween $4,000 and $4,000 in adver
Using. We sold over half a million
dollars worth of goods. This year We
expect to sell over 5000, 900 worth. We
handle groceries, dry goods, ready-to'
wear clothes and the basement is filled
with shelf hardware. crockery and
dry goods. The advertising method
that we pursue out there is the news
paper, first. always. | believe the
press Is the best medium and cannot
be beat. Then the personal letter.
then circulars. pamphlets and cata-
lOgues. But the main thing is the
press. In Il little country town with
a little over 1900 circulation we can
We run w every year. one In June
and another along in September. We
send nut ii personal letter to our mail
ing list. We have one compiled OF
only 2.5N me Our country is very
thinly populated. We have To go Out
some forty miles 10 get this number
TO mail out. wonder what we would
do if we had II $4,000 population righi
ut our door?
When we are ready 10 have a silk
sale. we get out an advertisement tell
ing them all about IT,. Everything Is
absolutely honest. Our first adyer-
tisenIent tells the people 10 watch for
the page advertisement in the news
paper. On the morning this silk sale
is TO be opened thnt entire dry goods
section is nothing but silks. spread
out, SO that when they come in the
door there are silks all ready to greet
The eye. We have the price tags on
them. These sales invariably are a
We not only make money
in that department hut II livens up
every department of that store.
There are a great many people who
question that method of doing bust
ness. We found that the consumer
iIsed Just as much silk and gets in the
of using more.
Cares for Flu Victims.
We run an anniversary sale in the
fall. We are also very anxious about
second week in December to move
Il lot of the merchandise that we eX-
to move in October and Novem-
Der. We use exactly the same method.
And, by the way, all during that cpl
Jennie of the flu we sent sympathet-
T. letters to all our customers telling
hem how to handle it. In u town
hey had no facilities for the care of
PATIENTS. We had two large hospitals
n the city. Medical authorities took
lver two stories in the hotels. We
advertised that fact through the cOun-
ry telling them if they were i'll TO let
IS know, the ambulance would come
Il once; and we gathered people from
he surrounding country. We had one
lOctOr TO take care of all these people
Turing this time. Then. after it was
'ver. We talked about the flu being
,ver and how fortunate we were TO
.af thr.or1Uh with cnnolI Iaoth laCS Wn
them we had expected to sell this
merchandise and wanted TO move ii
nd would put a price on it attractive
o them. Then a four-page ad came
announcement. Where we
ouldn't reach them that way we
nailed 1t to them. The first day of
he sale our receipts were $4,000, and
uring the seven days we sold a little
yer $4,000 worth Of merchandise.
That is the drawing power Of that
tile paper. Of course, In your larger
torres here it would be much larger. j.
The page ad / am holding is an an i
ouncement Of the fall opening. The !,
anne plate I call your attention to.
a great believer In a name plate
lat stands out. For Instance, when
g have a fall opening out in that /
tile town we have live models. We /,
ave the best orchestra IN town. We
srve coffee, cookies and try to make
pleasant for them. 1t is quite q |,
tile novelty and II we have q fash /
n film, when that dim is run, we dis
lay the same garments on the live +,
That seems rather far /,
.tched for a small town but we are e,
ying 1t out. d
How far can you 20 on ADVERTISING! q
ow much can you spendf l ind 4
,ers is no limit even IL you cut out d
stun that doesn't bring returns. Il
n our tw~enty-fourth anniversary <
lid to an nd man OF the newspaper: 4
want to get out a good ad; going 4
have an anniversary eule on a GER q
in date, and / want to mako It
,od one." e
why don't you nike It . good Y
,er' he said. O
-Weli, all right; show me how 1t il t
I
why don't you get gut q special p
liton? A IL or 14-page paper?" v