Fitzgerald leader enterprise and press. (Fitzgerald, Ben Hill County, Ga.) 1921-1964, 1921-06-22

ASSOCIATION, foreign Adv Representatives.
THE NEW BUSINESS ERA IS BEGINNING
In Saturdays Macon Telegraph a note was sound
ed that means the usherlng i'll during the next few
months OF retail business era in Georgia a.
in other states and sections OF the Union The
Leader quotes the following news story
First sell Macon to Macon people" Mr.
Swineheart advised in his address 1T should
be written on the heart Of every citizen that
N<,on is the prettiest place, the best home
city in the south. Sell Macon to its citizens
so that they would fight Tor its good name
Sell the city to its business men 50 that they
will cooperate in bringing trade Of the out
side here, and hold the trade that is here
The biggest things that are being done
are being done by cooperative advertising"
lie told OF the organization OF the eighteen
counties in the Wabash Associations Of the
educational campaign and people there, and
OF the results Of truthful advertising, proper
~ placed the large volume OF business
Stand By Newspapers He Urges
We must stand by the newspaper, he de
clared after explaining that he is a merchant.
We must give them moral and financial sup
port and they will return the same to us.
When we help them grow, our power of
reaching the outside world is increased, and
your trade circle is extended
He cited instances of the cities in the Wa
bash valley whose business and advertising
men co-Qpcrated i'll advertising having
growing trade volume in the face of indus
trial declines. He urged the merchants to
necessarily push his goods before the public,
building reputation for his city in truthful
Advertising
Bring new customers from longer dstan-
ces," the speaker advised. Hold weekly or
monthly cooperative sales on which all out
ot-town customers are given special induce
ments to come to town, and the results will
be tremendous and surprising as we have
found them. | know of towns which increas
ed their trade volume . per cent by cooper
ative advertising where the towns neighbor-
not using it had loss of II per cent in three
months"
The gentleman quoted is one OF the bgges
advertising men in the world He buys approx
mately FIVE million dollars worth Of periodic;
advertising space each year. He is not connecte
IN any way with selling advertising or with an
business IS selling advertising. He speaks fror
the standpoint of the, buyer
MIR. Swinehart's advice, as readers OF tn
Leader may recall, covers in a few words tn
identical points that the Leader has been NAH
ing IN editorials for nearly ten years. The idea
expressed by Mr.. Swnehart are not claimed t
be original with him any more than the sam
ideas have been claimed as original bv tn
Leader. They are the sound product OF year
OF experience in advertising and, more 10 tn
point, in merchandising
Within few months Macon will have pr
through her plans for giant scale co-operativ
selling program, not an annual or semi-annu;
event, or short drive through a short period {
time, but a perpetual campaign. Smaller town
and cities in the Macon district, which include
fitzgerald, who fall in line with the idea and OF
game and push the same sort of campaign wi
thrive and prosper more than ever before. eve
as the towns he mentions in the Wabash vale,
Other towns and cities in the district who ar
content to let meager well enough alone" ar
gong to dry up and blow away. Ii is comm
as sure as fate. The reform or rather the deve
opment in business interests is as certain as wa
prohibition and woman's suffrage No one b,
heyed they would come until they did
Some dissatisfaction has been expressed b
individual merchants oyer the outcome Of Fit
gerald's first attempt al cooperative sale. he
hrst experiment with the cooperative selli3
iaea, Il stands point blank as matter a ia,
NAT y the idea did not bring the big result.
fitdgerald that II has brough, to other towns