Vernon County censor. [volume] (Viroqua, Wis.) 1865-1955, 1922-10-25
MERCHANTS BACK
TOWNS WELFARE
Cooperation Of Business Men Con-
tributes to the Upbuilding of Our
Community
PROSPERITY WITH US

The ambition of every merchant II
Viroqua is to make this town the besi
along the line.
This may be a selfish object on hi:
part. but the fact remains that he car
prosper only if all hte city thrives
FOR It is obvious that little money viii
be passed over his counters by peopis
who have no money to spend.
On the other hand, if there is no
idleness among the people, if the fac
tories and mills are running at full
capacity and all the families in town
are living in comfort, with every pros
pect of good times in the future, their
well-being is reflected in the trade
that comes to the merchants store.
No Viroqua merchant however, de-
ponds on mere wishing to bring pros
perity to this town and to make it
grow. He does not doze in his easy
chair and dream dreams about out
siders coming in to settle, without
helping to create magnet to attract
them. When he argues for better
schools and improved streets, it is not
in the expectation that his share is to
be mere words while other property
owners foot the tax bills.
MERCHANT BACKS TOWN
If that were all there is to it for
HIM, he would not deserve to be part
ner in the successful achievements of
this community.
Every merchant in this town back
up his confidence in this town, in its
prosperity and the prosperity of those
in it and in its future as rising
member of this splendid common
wealth, by his hard-earned dollars.
Before he can obtain a cent of profit,
he must offer big stock of the goods
the public wants, attractiyely display
ed in conveniently arranged store
of adequate size, with all necessary
equipment for handling his goods ex-
peditiously, and with well paid, court
eous sales people whose paramount
purpose is to render service to the
trade. Not until this investment has
bee nmade and this plant is set in all
it's completeness before the people of
the town can he hope to get back even
so much as on cent of profit.
1t is big risk to run. If immed-
late profits were his only object, he
never would take this chance. He
could invest his money In dozens of
other propositions, make more money
and make It without waiting so long.
aim IN lOWN - It lOhE
At the prevailing prices of merchan-
disc in hte big city markets, and at the
values Of property in Viroqua today,
it is easy to calculate hte dollare and
cents equivalent of the faith which
every businessman in town has in the
future of Viroqua. If you look close
ly, you win find that every one goes
the limit of his ability in this direct
ion. This holds for the general store.
the grocer, the drygoods merchant. the
-four and feed store, the lumber deal
er, the hardware store, the tinsmith,
the furniture man, the notions and spe-
cialties store, the jeweler, the shoe
store, the harness shop, the garage
man and all the rest. Their invest
ment is such that there can be no
question of days, weeks or months
with htem, as to when they can quit
with a "pile". Theirs is no get-rich-
quick scheme. Once they locate, they
become fixtures and nothing short Of
considerable term of years suffices
to win for them even a fair return for
their money. To leave before their
business, and hte business of the town
were squarely on their feet, would be
poor business policy; to leave after
prosperity had come would be folly.
Does not such citizen deserve vour
eo-operation2
SPELLS REAL PROSPERITY
If new factory has IN mind locat-
ing in Viroqua but Ia offered a bonus
by a neighboring town, the merchant
digs down into his pocket and helps
raise larger bonus, bringing a new
industry here. Whatever this means
to him, il means more work for the
people of Viroqua. 1t means more
money. 1t spells prosperity for every
family here.
No group of citizens are greater
boosters for the schools than the mer-
chants. 1t means greater opportun-
tiles for the generation that comes af-
ter them. They reap little direct ben
eft, and they bear the greatest share
of the tax burden, because of the larg-
er valuation of their property. Every
family benefits, its boys and girls be-
ing helped on the road to better citi-
zenship. In the same way do the
business men contribute to libraries,
churches and other agencies, as we'll
as take leading part in patriotic cell
ebrations nd community activities,
lecture courses, concerts for the pub
lie and similar movements.
MAKING FOR CONVENIENCE
The farmer must drive his team or
his truck to the merchants store,
whether the road is good or bad. Thus
it is not self-interest that prompts the
merchant to urge good roads. Besides,
he is taxed for them more than the
man with a smaller property. The
same is true of the sidewalks for those
residing within the towns limits. Cor
ner lights are in the same class, to
mention also other lighting for homes,
water and sewer. All these make for
safety, comfort, convenience and a
higher standard of living for all. Fire
protection is another civic boom which
the merchant urges and fir which he
pays his just proportion, sharing its
benefits with all
This is the man on whose progress
sive leadership the future of the com.
munity depends. To trade with viro.
qua merchants means dollars for you
A VIRO0UA WOMAN'S