Vernon County censor. [volume] (Viroqua, Wis.) 1865-1955, 1922-09-13
BEST CIRCULATION
In OUR COMMUNITY
Spending Money Away From Homa
Town Does Not Benefit Our
Merchants
BOLSTER FLOOD GATES

BOLSTER FLOOD GATES
Some men and yomen spend their
money away from home because they
think they are putting it "into cireu-
lation"
They are sincere in their belief THAI
they are serving real economic pur-
pose by taking the trolley or the train
periodically and buying the things
they need in some metropolis of this
state. An eloquent stranger from the
city in question has explained the mat
ter to them IN great detail and per-
haps with some logic
Or they have read the printed ar
guments sent out by a big dividend
paying mail-order house in a distant
part of the country.
In either case, the advice never
comes from any fellow townsman Of
theirs who has the interests Of the
home town at heart.
That is point to be remembered.
PUT COIN INTO MOTION
1t is true that such buyers, by car
rying their money out of town in per-
son, or sending it out by money-order.
are putting their money into motion
That is one step in the process of cir
culation as it is known by economists
&
says in defining circulation: "Motiou
around or through something, back 10
the starting point.
/ Nothing comes back in the kind OF
circulation" they are trying to put
under way. Value received would
come back to the community, If it were
4 the right kind of circulation That IN
the theory of all sound business.
, Nothing must be lost in the cycle.
whether the return is nj money or in
: kind.
| The money, or the purchasing pow
err, that is in a small community il
like the reservoir of water that is stor-
ed up behind a dam. The big-city
market is the lowland into which the
river drains when the sluice-gates ara
lifted. Every time some member OF
the community carries his money away
the water level is lowered, and the
j power that should grind the corn In
lost.
OLD SAYING TRUTHFUL
And it is as true here as in the old
saying, that "The mill will never grind
with the water that has passed"
We are getting into theory here, but
It is the theory on which all sound
business life Is based, and our readers
must be set straight on this point IL
the big campaign of community edu-
cation which is being carried on in
Viroqua is to succeed.
There can be no true circulation an.
der the circumstances any more than
water can flow uphill
Why?
Because there is nothing in the
smaller community 10 attract the ne
eessary return current.
Let us put the case concretely, You
earn your money in Viroqua. 1t IL
the heart-blood of the community's
life. Instead of buying what you need
at the Viroqua stores, so as to keep
/ the money In circulation at home, and
thus helping TO maintain a healthy
business life, you drain these INDUS
trial corpuscles out of the system
Every such drain weakens it.
And you pay more than you pay at
home for the same merchandise. an
we will prove TO you subsequently in
this weekly series of educational ar
ticles.
NOTHING COMES BACK
Now, the money is out. What comes
back from this expenditure made in
the distant his city by your Viroqus
4 money.
NOLnlnk--ADS0luJety ngtnlnK.
Your Wanted circulation" is q
myth. The big city is self-sufficing.
Viroqua has nothing, makes nothing
and raises nothing that the metropo-
htan neighbor must have Viroqua
cannot supply anything that hundreds
of other places of similar size cannot
supply. Viroqua shoppers persoa
or by mail--are cultivated 80 long eg
their money holds out; after that they
are no longer wanted
PROFIT IN TRANSFER -
There is profit in every transfer Of
merchandise. You buy coat or a
pound Of prunes, and the merchant
gets little more than he pays for
these goods, because he deserves to
be paid for the service he renders you.
There are risk and enterprise invoIv-
ed on the one hand, and there are help
fulness and service on the other This
profit Is the merchants living. You
pay profit to the out-of-town mer-
chant, as well. But you pay more for
less service. There is your trip TO pay
for, ii you run in TO the city, and there
| is the risk you run buying 'unsight.
unseen" las the boys trading jack
knives say) if you deal with the mail
order house. In both cases, there is
the greater overhead to pay, owing to
| higher rents, insurance, greater cost
of labor, expensive advertising and
scores of other expenditures that the
home town merchant does not have.
The hometown merchants profits
are spent in Viroqua. They ultimate
| ~ reach you again. Your money
comes back to you--the starting
point" of this business circulation.
| Buying at home is the only salvation
/ there is for the business life or Viro-
qua. The same principle is invoked
by small nations to maintain their i'm
dustrial existence in face Of their
large and more powerful neighbors.
Viroqua must profit by their example,
| and every man, woman and child must
| stand shoulder to shoulder with the
home merchants to maintain our ecou-
on1ic independence
Next week we will consider another
phase Of the problem.
A BIRTHDAY SURPRISE