Payette enterprise. (Payette, Canyon Co., Idaho) 1909-1935, 1921-08-25

I merit 2 com mOQlLE WHICH your UleT'
/ chant needs, a commodity which has
p definite. concrete value And you
| must treat it as such.
! You are in the business to make q
/ living just as the merchant is Aud
( you must figure the value OF what
vou haze to sell Just as he figures
1 .hG price of what he has to sell. II
mus. represent cost of production G
purchase, plus fair margin OF
profit.
The Wrong Principle.
Too many publishers take adver-
Using for what they can get They do
who when he thinks he can't get
what he asks, asks what he thinks
he can get.
That is wrong in principle, and
being wrong in principle it is wrong
in practice. How long would your
business man stay out of bankruptcy
if he sold his goods on that plan?
Not very long.
I believe that a new era in coun-
try newspaper business and prosper
ity will come when the small publish
er adopts the one-price system, based
on principles that are fundamental
to all successful modern business
You are urging the farmer to stand
ardize his products. You are de-
handing that the manufactured
goods you buy shall represent stand
ardized quality. You expect the mer-
chant to have standard prices.
Why, then should you not stand
zrdize your rates. And by that
mean work out a schedule of rates
based on office costs and classified
in systematic manner, issue a rate
card just as the larger publisher
does, and sell your advertising at
those rates, without any ifs and ands
about it.
If You are getting out a paper
which deserves support. it is not nee
essary for you to turn the advertis-
ing end of your business into Il con-
ttnuous sale. Nor does any mer-
chant whose patronage is worth hav-
ing expect you to do so.
The Teamwork Idea
In what I have sail before I have
addressed merchant and publisher
separately. Now in closing l want
10 say few words to you jointly as
to how you can most effectively pull
together.
/ have in mind a comparativeiy
new idea which is bein pushed by the
St. Louis Globe Democrat and is
fast making itself felt all over the
country. IT is a simple idea. so sim
pie that one wonders that it has not
been taken hold of before It is this:
I1at the local newspapers cooper
'ie with the local merchant in Coup-
ing up his local newspaper advertis-
ng with that of the big manufac-
turer3 who advertise nationally.
always without exception articles of
merit The people are familiar with
them through advertisements in the
magazines. the metropolitan news
N3reTs and otherwise. The public
8 educated up to the merits OF these
Goods. The demand for them has
been created.
The small, town and city merchant
by advertising these goods in his lo-
cal newspaper, obviously derives the
benefits OF all this advertising al
ready paid for by the producer. He
gets a double run for his money. And
me publisher who persuades and
assists the merchant to do this is
really doing a philanthorpic act
Community Service.
n spreading this gispel the st.
Louis Globe-Democrat is getting cut
4 monthly publication appropriately
called Teamwork" Perhaps all OF
you have seen it. II any of you have
not I would recommend it to your
urges team work between publisher.
retailer and manufacturer and il |
shows how to develop such team
work and make it pay big dividends
10 country newspapers and country /
merchant. The only problem in
volved is that OF local cooperation !
the manufacturer will need no |
urging to help you all he can.
And what does such team work
mean? It means more business for