The Coconino sun., 1921-10-14
HOW GORDON PUT IT OVER.

All IutSISotiiiS otuiy Ol iHOueTH DuS- mess success is told of certain young man who had the faculty of utilizing the wonderful opportunities which are lying all about us.
 One bright morning in June this alert individual stepped into the office of the leading newspaper of a certain town in Indiana, and without form or ceremony asked the editor: "What rate will you make me on at least two full pages of advertising each week for year?"
 The editor almost collapsed in his chair, for never before had question of that kind been put to him. Bracing himself finally, he said: "Who are you, and what kind of business are you in ?" The young man replied: "I am John Gordon and I'm figuring on opening a general merchandise or de- partment store in the new Odd Fellows building on Main street and want to get prices on advertising"
 Satisfactory arrangements were quickly made and in due time the store was opened. The attractive full page of small-panel illustrated dis plays, together with short, interest | ing description of each item adver- tised, furnished some mighty interest ing reading for the thrifty people of the town and countryside.
 Gordon's shrewd business judg- ment in realizing the great purchasing power of the twenty-two hundred homes that the local paper went into every issue and which was read by over eleven thousand people, made his new business venture an immediate success.
 The live, snappy, descriptive adver- Using caused a sensation among the local. merchants when his first full page appeared, and in the frequent discussions they all agreed that this new "upstart" would last about sixty days at the most if he continued to spend his money so foolishly. Then as Gordon continued to do flourish ing business at the expiration of the sixty days, they said: "Well, six months will surely be his limit"
 Gordon's business grew rapidly and additional clerks were added from time to time. His large attractive descriptive advertisements of special merchandise offerings proved more in- teresting to the housewives of the community than any of the large cat alogues or supplements of the big mail-order houses.
 One morning Gordon had not sent over his "copy" as promptly as was his custom. His business was crowd ing him and there was considerable work attached to selecting the differ ent articles of merchandise to be ad- vertised. The editor finally decided to run over to the store and secure the "copy."
 Treading his way through the crowd in the aisles that morning, he found Mr. Gordon seated at an ordinary kitchen table in the rear of his estab- lishment busily engaged in writing "copy". To the editors surprise he saw several large mail-order catalogs opened before him, from which he ap- peared to be copying the descriptive matter for use in his own advertis- ing.
 Time went on and Gordon became firmly established. He still uses full pages of interesting store-news bulle- tins most every issue of the home pa per, and the housewives of the town and country have become accustomed to watching for them regularly.
 And today hundreds of live progress sive business men are adopting the "Gordon" method of quickly building business and keeping trade at home Those interesting descriptive store news advertisements have checked mail-order and out-of-town buying and thousands of dollars are being saved the home community; stimulat- ing local real estate and farm values and also increasing population and commercial development, affordinP better municipal conditions and financ- ial security.