The Mt. Sterling advocate. (Mt. Sterling, Ky.) 1890-current, 1922-01-12
REVIVAL or sErAIL TRADE
W 70 THE MERCHANTS


Pred r. Mann Of Devils Lake. y
D.. presideuf 81 che North Dakota
Retail Merr'haui- Association. be-
Iieres the revival 81 business Is M
10 two faefors--fhs retail merchants
and their ncreptance Of their adser-
tising activity IN their home town
newspapers.
Mann = frm heIiever IN local
advertising and the use Of good
space Re believes IN il becsu-e Il
has butt for hmm business Of
s5o0.ooo q year IN q town Of 5000
population. He Eays frankly that
advertising has done it-bacized Of
course BY a proper knowledge Of
merchandising. Advertising got the
trade and Mann knew hoy to take
care Of and foster n.
As fact. Mr.. Mann is a better
booster for home town newspaper
advertising than the home town pub
fishers themselves He does not
bother mneh about r.opulstion, be
cause he knows that a town of 500
population has at least 200 buyers
and be wants those buyers and he
wants those buyers IN ms store.
What Is more be gets them
Mr.. Mann ALWAYS MENTIONS
PRICE IN HIS COPY.
There y no hanging over rates
when Mr.. Mann places has copy. He
wants space and he is willing to pay
fair price for it. He kas=s that
even at the highest rate IT l. posi-
bic for a publisher to charge there
l. very little profit, and he aims at
good win as well as an opportunity
to present his appeal
Advertising space i the most val
Eable asset of the merchant. accord
ing to Mann. If II l. net prodne-
tive II 4 the fault Of the advertiser.
He does not know how to use If. The
answer lies IN the fact that the Mann
Devils lake Sore Is he most suc-
eessful sore the United States and
Mann l. the biggest nser Of home
town newspaper advertising In the
United States.
This from the Owo-~s Mich
Argus Press:
--OwOsSo business men we're IN.
ST,ired and helped by the visit 70 this
city Thursday Of Fred p Mann.
whose genial. whOle-souled disp0si-
tiOn rsdistes cheer and optimism.
and whose recital of facts and his
experiences in the business world so
closely parallels that Of many others
that If seems to be almost a page
out Of the history Of their lives.
There are variations. Of eohrse. but
Mr.. Msnn's story Of what he be-
lieves 70 be the great secret of his
unusual success. and the manner In
which he has met and overcome
some Of the competition that threat
ened his business. suggested 10 his
friends In Two~sO-fOr he has MANY
here now-ideas they ran also ap-
propriate in the greater development
Of their business.
zone thing about Mr.. Mann. while
he i privileged to travel about the
country considerably. and Is much
sought AZ a speaker before com
msreial bodies. he j. always alert
for new ideas, and i big enough TO
give credit to the other fellow for
some Of the good things that have
come into his life He related such
IN instance Thursday night
"Mr. Mann learned early in his
business career that II j. one thing
for merchant 10 I'll his shelves
with a stock of goods and quite an
other to sell them, and sell them
quickly at a reasonable profit He
appreciates the fact that the mer-
chant who makes but two or three
turnOvers of stock a year mnst
either sell at a higher price or not
make the profit he must have if he is
10 continue in business-fOr all SUE
eessfnl businesses must have
profit, or quit.
"The quick turnover not only