The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1922-01-03
TRADE EXTENSION IN 1922.

Business who farsighed the slump which
started the fall Of 1920 months before actually and they
trimmed their sails accordingly with the consequence that they
suffered less than those whom the blow fell without warn
ing. The ability little further ahead than the average
OF folks for many of the Swollen fortunes that
have been made in this country.
Similarly the present time of prescence watching
closely the slow Of the deep underlying currents Of
trade and industry are discerning the trend and preparing to
take advantage of the better conditions which they developing
and there no doubt that they will benefit from their foresight
The who lacks such of vision will lose heart giving
way to ooms and will not be ready profit he should when
the opprttnity
Regardless Of difficult conditions there is going be buying
and selling of merchandise and everything else during the coming
months Until the farmers make another crop and get fair price
Tor it. cannot expect anything like normal business but in the
meantime all of rs going to continue to buy food fuel and
clothing and going to buy uxures In other words
there going to be business and every who has ability
busnessg going get his share of it. When times
tight the persons volume of buying reduced and this
that the which holds its take
toner's enagng its territory This is the idea upon which
the Chckasha Retailers association based their trade extension
campaign which prosecuted during the past year There
doubt but for the efforts made by the association this dec
ton the total volume Of retail business transacted in Cckasha
in 1921 would have been much smaller than actually
The methods used by the local merchants stimulate and
their business last year points the the only policy
will bring results the coming year Correct merchandising
principles followed up by publicity which will reach the people
will keep Chickasha the business Conditions
are such as to demand aggressive and ncessan action to weaken
and let down to lose out The monthly bargain day
should be pushed more than this year with view making
them and attractive and thereby drawing trade from
wider and wider territory To this end be the fullest
sort cooperation among merchants and to concerted action
must be added the enterprise of the individual merchant who
very dull year to the who waits for business to
him uninvted and unsought with wdeawake merchants
IN every city and town woong and lighting for trade the mere
store keeper will surely be sorey disappointed if he permits
himself to expect much
Already the big mail order houses are out with their caa
loge offering unusual inducements the business
of these reports show had slump during past year
and they starting drive recoup their losses Local
chants this competition through their advertising they
must carry their into tile homes Of the consumers
vncing buyers that they do better quality and all things
considered by trading at home than they by paong the
mail order houses is time for the merchant to consider
fully his advertising methods and policies The agaous merchant
figures out closely the of his total receipts he profit
ably invest in sales promotion and then he proceeds plan how
ne can eXpend 1t to produce the maximum results Advertising
an art one OF the most difficult and be
fully pracced without giving it much time and thought 1t
easy money for Advertising through careful pre-
paration Of copy failure give the printer sufficient
to put into attractive form and many other ways Modern
merchandising recognizes advertising the essential
tors in trade building and gives painsang Rightly
employed it results in business for the merchant with
duced overhead and this makes possible smaller profits with
corresponding savings for consumers Advertising
looked or neglected by the merchant who his share
OF the business this dull times and busy times the Judi
ciou expenditure OF money for advertising part progressive
merchandising and is profitable investment
Despite the improved outlook the country generally it is
evidence that conditions this year will be such will
the enterprise and reourceunes Of the efficient bus
There trade problems for Chckasha which
solved only BY united action the Of the merchants
hence the necessity for the largest possible cooperation through
the association which fnctoned successfully during past
year With all forces working together for trade promotion
backed by individual initiative and modern methods there
believe that Chckasha will get her Of the trade
1922 anu that the returns at the close Of the year will
disappointing.
According their military record submarines are murder
fled during the with the brutal submarine that
opportunity here would be to abolish these
vessels as assassins of war 3-sapulpa Herald.
The principle drawback booteggg the freedom Of the
IS. c. Record