, 1922-02-02
The REV. ROWLAND +. PH|[BROOK, 5. T. B., ROTAR|M
Rector Of St. Thomas Episcopal Church, Rawlins, Wyoming

tan dailics. if not met with consistent
and strong publicity on tn" part of
the local merchant in his home town
paper, will do NOR" to draw III" dol
lar away from hon" than any other
single agency. low many of the
public servants in our community
neglect their opportunity to convince
tn" people through the medium of
printers ink of their ability and
their desire to serve them in Tho
same manner. or perhaps a bette
manner, thar the city comp"titori
When We begin to call the attention
of the people in our community to
the service which we stand ready to
give them, then IL s%traying dollars
will begin to stay at home.
While no One expects the home
town store to duplicate the store. in
the city. yet one can and does expect
a well-chosen and fully exploited
stock.
Here we are led to the third and
nal consideration. namely the tastes
and desires of the community. which
must be met. In the home town there
is a grave danger of a closely circum-
scribed vision on the part of a great
share of the people. They are born
here they live here, they die here.
The standards Of yesterday are still
good enough and high enough for
for them. They are an easy class to
cater to. their desires are simple. But
there are those in the community
whose vision is not so circumscribed.
They visit other places, see what 9TH
er people are doing, wearing, eating.
Their desires grow with IN advanc-
ing world. 1t is in the latter class
that the danger of losing the Rawlins
Dollar lies. 1t is Impossible to make
those with he larger vision and the
finer tastes conform to the standards
OF the more simple. If they cannot
find what they want at home they are
going to get it elsewhere. Not to
means to perish in the worst
sense. The public servant has as his
first duty the raising of the lower
standard to as high a plane as posi-
bile, not only in the matter Of mer-
chandise, but in the matter Of amuSp-
ments. reading. and the like. Will"
it is. of course. necessary to cater 10
the simple as well as to the advanced
it is fatal to cater only to the lower
in the class of service which is offer
ed, when it is possible. by means o.
the emphasis laid by the home town
public servant on better things. to
raise that standard and to keep il
abreast OF the times.
In conclusion. there is one thing -
keep in mind. namely. that people
cannot be scolded. flogged or even
shamed into buying at home. While
they cannot be driven they are easily
rnticed. In view OF the facts which
this article has brought out it is ap-
parent that there is an easy and ad:-
Quate solution of the whole matter
There are certain things which per
tain distinctly to the city. and the
a. home town public servant must h"
content to have it so. Nothing which
he can say can in the least change
the situation. On the other hand hn
can make his industry. institution.
trade. profession or vocation more
attractive and more onticing in its
external feature to the public Eye.
He can more carefully watch his win
dow displays. the ]ncatncsS of his
place of business. the courtesy of his
help and the efficiency of his service.
He can exploit his business to the
fullest extent by means of printers
ink. show the people Of the home
town how capable and how willing
he is to serve them as they are now
being served elsewhere. He is able.
with the proper kind Of a publicity
campaign. to rducat" the tastes OF
the community in which h" serves.
and to bring a low standard up to th"
highest level.
And with every public servant
adopting the above program there
would be. on the part of the people.
the adoption of the system of tho
maximum buying. We are always
glad to allow our home folks to server
us In preference to strangers when
the ability so to do has been once.
demonstrated. And for all of Us
there is just one big thing to remem-
Der, and that is "He Profits Most
Who Serves Best" and that our sue
cess today is measured in terms of
service and one other. And with
the spirit of service and cooperation
let lis all unite in one big everlasting
campaign for a bigger, better, truer.
happier Rawlins.