The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1922-01-31
BIG PROBLEMS
OF TODAY The
FIRST SUBJECT
Large Attendance of Business Men
and Women At Opening Of
Merchants Institute

That the business people Of Lake
land are intensely interested in the
first Merchants Institute ever held in
Florida was evidenced by the fact that
the hall in the rear Of the First Meth
odist church on South Kentucky ave
nue., used by the Mems Bible Glass Of
that church, was filed to capacity
Monday night to hear the opening adj
dress made by Frank Stockdale. who
has come to Lakeland to conduct this
institute under the auspices of the
Chamber of Commrce The women
showed their interest by being largely
represented.
Mr.. Stockdale was introduced by
Manager r. J. Appleyard, of the
Chamber of Commerce, who briefly
outlined the purposes of the Institute,
namely, the betterment Of business
methods, thereby improving business
conditions generally throughout the
Lakeland territory.
Mr.. Stockdale is an incisive and in
teresting speaker. He is thoroughly
q. home in this particular field of
work, and the first of the meetings in
Dictated that the whole program is to
be exceedingly helpful. Round table
discussion was held at 1880 o'clock
this morning in the lounge room at the
Hotel Elk, and similar discussions
will take place every morning at the
same hour, up to and including Fri
Gay.
His topic tonight is Figures and
Figgers,' and the meeting will start
promptly at s o'clock.
Mr.. Stockdale's opening subject was
Meeting Today's Competition" Ii
space would permit it would be worth
while to reproduce the entire address
but the following is synopsis.
Mr.. Stockdale said with the be-
ginning of my work here tonight. this
is the forty-seventh state in which |
have held these meetings. As far as
| know, this is the first time a Mer.
chant Institute has even been held
in Florida"
Mr.. Stockdale's work here is t.
analyze the problems Of the merchant
to show how Lakeland can take ad
vantage Of the fact that there are al
most 10000 people within its trading
radius with their great productivity
This is still new country with ar
enormous opportunity for the future
He emphasized the fact that wher
ever YOU find live town. it is gOol
retail town, and where n town ism,
living up to its opportunities it is {
poor retail town.
Mr.. Stockdale was much impressed
by the possibilities for the extension
of our retail trade on account of the
fine roads of this section There i.
| a real opportunity for Lakeland mer
oh 70
whole country through the good road
that lead to Lakeland. For no matter
how much money is earned in a com
munity, it is useless it is spent there
! also. Money earned is individual
! Money spent helps build the aommun
+ ity.
I Mr.. Stockdale then came up to the
/ specific problems of the retail trade
He showed how all businesses are tied
I up with retail selling, and how a city
like Lakeland exists because of its
retail stores. When you start to build
up the retail business you are build.
/ ing up the city.
He then went on 10 his evenings
subject Meeting Today's Comueti.
! ton II showed how training is nee.
nssary now to meet the competition
Of the future, and how necessary it is
to look ahead. Merchants must have
a goal for sales, and lay their plans
/ to maintain it. He then spoke for a
short time about the place that spe-
/ citic things like advertising and dis
play, and personal selling, have in the
general scheme of merchandising. add
ing few suggestions for sugges i've
selling on the part of the retail sales
/ people.
+ These lectures will be of great
( value to the merchants and their
/ clerks, for Mr. Stockdale takes special
pains to handle the specific problems
of the retail trade. He especially wei
comes questions and will answer all
/ of them