The Devils Lake world., 1922-02-08
ADVERTISEMENT
.NEWSPA APER PAYS
BIG SAYS Mann

commerce. MI. mann is CONSIDERED
an advertising expert all over the
United States and is called upon
quite frequently to deliver talks on
advertising in all parts of the country.
He left again on Tuesday evening of
this week for St. Paul and Milwaukee
where he will deliver addresses at
state conventions of retail dealers.
The Rockford Morning Star has the
following to say in regard to Mr..
Mann's address there:
Newspaper advertising pays, and
pays big" said Fred Mann owner
of the largest small town depart
ment store in the United States, at
a dinner held last night at the Nell
son hotel. advertising is the
greatest asset of business" he con-
tinued. "In 1891 l was driving a
delivery, now our store is nation
ally famous, and attribute my
success to Advertising"
Mr.. Mann, whose home is in Dev-
ills Lake, N. D., city of 5000 pop
ulation, is regarded as probably the
most successful small town mer-
chant in the country. He discussed
advertising last night from the
viewpoint of a merchant, who has
learned to appreciate the immense
possibilities of publicity. His re-
marks were not oratorical, it was a
narrative of success, based on hon.
est merchandising and carefully
prepared advertising.
Mr.. Mann was introduced by R. D.
Chappell, secretary Of the Rockford
Chamber Of Commerce, as "man
who has studied and analysed pub
licity more than any other man in the
country" and as zone of the most
distinctive men in America"
Can Better Merchandising.
after survey of many states"
said Mr.. Mann, "and after attending
conventions of the national Chamber
of Commerce, it is my opinion that
merchandising is not done as ef-
ficiently as possible" He then dis
cussed visit to Washington during
the war when the federal trade COM
mission was involved in the suit against
Sears-Roebuck company. Mr.. Walsh.
one of the commissioners, told Mr..
Mann that there was no chance for
legislation in congress against the
mail order house, as the opinion was
current in the capital that the mail
order houses were operated more eff
GENTLY than We're the small retail
stores.
Ex-President Wilson held differ
ent opinion, said Mr.. Mann. Mr..
Wilson he stated that the downfall of
the small town would mean the down.
fall of agriculture, for the children
must have social center.
Decries Card Advertising.
IN speaking of the types Of adver-
tlsing, the speaker decried the use Of
the "card" system which gives onlv
the names and addresses of the firm.
1T would not surprise me that if
within twenty years the osteopaths
will have taken large share of the
doctors business on account of the
different advertising methods ad-
Opted"
Continuity Essential.
Continuity is essential for the sue
cess pf advertising, continued Mr.,
Mann. "People will forget and forget
quickly as soon as the use of news
paper space is stopped"
The value Of good credit was en-
phaized. "Nevcr owe wholesaler"
ne advised the merchants, recalling
his first sale Of goods, which amount
ed to $1,000, and his conversation
with the jobbers' credit man who told
him the necessity having a good credit
rating.
Buyers, he said, are divided into
three groups by wholesalers. Those
who pay cash are shown the best
goods, and given the best prices.
Project Called Folly.
When Mr.. Mann decided to hu;ld
new store at Devils Lake, he was
rediculted by skeptics, who called his
project sheer folly. But the new
store was built at cost of $4,000
and 100000 for fixtures. The farm
ers came, and they have been steady
customers ever since.
| Talks to Grocers.
AS the first Mann store consisted
only a grocery stock, the speaker de-
voted considerable time to discus
sing the nessity of advertising for
stores selling foodstuff. He cited
the example of a concern at Fort
Hayes, Kan, which had been in busi-
ness thirty years, and never advertis-
ed. Upon the persuasion of Mr.. Mann
the store ran its first advertisement
III the local paper. A short time after
wards Mr.. Mann received a letter
from the proprietor containing copies
Of the some of the stores newspaper
advertisements saying that he never
realized how much business could be
increased.
Hardware Dealers
Hardware dealers can also adver-