Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1921-06-10

and skunk traps and lot of other odds and ends.
The other merchants of the town predicted ruin
for the youngster. So did the banker of the COM
munity.
Hell never be able to compete with the city
stores,' he said
But the young merchant surprised them. he
sent letters to a list Of prospective customers
The womens wear was sold in two weeks.
From that time he gradually turned the olu
general store into a women's and childrens store.
He did not specialize on clothing But he llmlteu
his stock to those things in which woman IS
naturally interested and house furnish
1ngs and groceries.
And he advertises. That is one of the main rea-
sons for his success. The town alone could not
support his store. One new business idea ne uses
Is very effective. He has appointed agents III
the surrounding small towns. Their work IS to
report to him weekly, on printed forms, any IN
formation that will put him in touch with new
customers. If girl becomes engaged, or couple
is married, he knows about it, and is AFTER the
business that usually results from such events.
lie knows also whenever new house IS DunL
or old house is remodeled, or new family
moves into his territory.
In seven years this young man has built up
business that is known for miles around sew
enty-fve per cent Of his business is done with
farmers and their families, who drive or motor
in from points fifty miles away. That is the rea-
why, during the past year, he has been aDle
to do business of more than $78OOOO in town
whose population does not run much over z,SOO.
Hundreds Of small towns hold similar oppor-
tunities for young men. II ever there were goiuen
opportunities" snall-tOWn merchandising nolds
them today. For American farming is fast becom-
ing mighty fine paying business. Wealth is &C
tually increasing faster in the rural districts than
in the cities And the American farmer and his
family are no longer satisfied to exist on the very
barest necessities Of life. They are buying lux
uries and conveniences in large quantities. The
introduction of electricity alone into farming COM
munities is creating tremendous demand for
electric churns, washers, irons, fans and vacuum
cleaners. Water system, porcelain sinks, wall
paper paint and varnish, better house furnish
ings-these are only few of the things that are
selling heavily in the rural districts
An expert has figured that the American farm
market has wealth of $800OO,OOOOO0. Part OF
that market is around you. The chain stores are
spreading out from the cities. The mail order
houses have secured quite hold on the farmers
trade. But if you decide to build up business
in your community you need not worry over tnelr
competition The mail order houses give no bet
ter values than it is possible for local merchant
to give. And or woman always prefers to
trade with a friend whenever that is possible The
young man with capacity for friendship and
goodly share of brains and energy has every as
surance Of success in small town merchandising.
But merchandising is only one of several fields
in which the small town offers excellent oppor-
tunities.
The president of one of our big Pacific coast
banks devotes an unusual amount of time to the
development of his employees. One day he called
two clerks into his private office
81 believe he said "that you two young men
are going to make good at banking. But you need
a little broader experience with banking problems
than your work here affords you. In a big place
like this, you know, you are laDle 70 lose your
sense of perspective
IT have made arrangements with two of our cor
RESPONDENTS There is job awaiting each of
YOU in q country bank. On these jobs you will
be called upon to do little of everything. You
will become banking factotums. When your edu-
cation is completed there is an executive position
here for each of you. You have week to think
it over"
The voung men thought well of the PROPOSE
ton and disappeared into the bushes" But the
presidents plans went awry. Neither man re-
turned TO him. One wrote him a long letter in
which no listed some of the advantages of
small-town lob over city job-the cheaper living
cost the more healthfu surroundings, and the
chance to make more intimate friends. The other
man in telegram, quoted Caesar, according to
Tonofellow: Better be first in little Iberian
village than second in Rome"
There are something like thirty thousand banks
- tho Tinted States More than three-fourths Of
these are situated in towns of less than ten thou
eand nonulation It is in these small-toWn banks
tbot many of our future banking leaders are being
formed. for here a new idea in banking is being
developed.
AZ one banker has said, it has been found good
businass TO take interest in people as well as from
+bom In other words, the bankers of the country
are going out of their ways to help their clients
to grow richer.
could mention many instances of the rise OF
Young men in the banking world because Of their
ability in this direction But space permits of only
one.
ware q few years ago. two banks. They were
very strong competitors young man in one OF
the banks said to the cashier:
oThere is Just so much money in this community.
Roth banks here are falling over each other. try
inc to induce farmers to bring their business to
them We have great many good accounts al
roadv WHY not roll up our sleeves and help our