Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1924-01-21

ment in the Valley, and its possibilities,
declaring that without vision people
perish. but that with proper vision.
community pride and community inter
est. practically anything could be ac-
compishcd lie called attention TO the
wide marketing field for Valley pro-
ducts. declaring that a marAct WAS all
ways waiting for the products of the
Valleys soil
Mr. Mann spoke also Of the interest
Of San Antonio in the Valleys develop
mcnt. and the intcrlocking interests Of
San Antonio and the Valley. declaring
that business men should seek friend
ly understanding making for closer CO.
operation.
San Antonio Market Center
In this connection. ~ discussed the
growing Importance Of san Antonio rs
a market center. and declared that a
better relnt nt.orship should exist heiwes "
the manufacturer. the iobbcr and tAr
retailer. The manufactures should r"-
gard the jobber and the retailer as his
agents for the distribution NJ goods.
and should assist them in their husi-
ness in every possible way. he declar-
ed. The same relationship should ex-
list between the jobbcr and the retail
er.
Mr. Mann spoke OF his own career as
a small town merchant. and attributed
his success in building un q business
of S50O0OO in a town half the size ~
Brownsville largely 10 his success in
meeting mail order and chain store com
petition. He discussed tho subject of
mail order competition of the retailer
At considerable length.
Merchants Should Advertise
Declaring that a retailer could sue
ccssfully meet mail order competition
by using Just as good advertising as the
mail order houses did. Mr.. Mann stress
ed the Importance Of proper advertising
~ q principle underlying successful
business. He spoke Of the use ~ news
paper advertising in particular. He
called attention 20 the fact that many
retailers do not believe in advertising.
II was sufficient proof NJ the value of
advertising. he said 10 see the advcr-
tising Of successful mail order houses.
lie discussed the use of Illustrations.
n;ctrres. and other features Nc advcr
per cent Of the population is foreign.
advertising still pays. These foreign
citizens see pictures and are interested.
Their children are IN the public schools.
and the children interpret prices. lie
gave illustrations from his own cxper-
icncc among the farming districts of
North Dakota. Don't forget that IN
every one Of those homes there IS "A
mail order catalogue" he declared
why should not your advertising pay
just as wcll?"
Manufacturer Must Cooperate
In rcvcrting TO the subject Of cooper
alton between the manufacturer. the
iobhcr ana the retailer. ~ declared
that trade. ideas. advertising layout y.
pamphlets. and other selling helps
should be passed down to the retailer.
10 assist him in cheap and satis(ac-
tory distribution az goods.
Use Of good window displays. good
road signs. properly maintained. and
other methods of advertising Were
mentioned and endorsed by the speak
cr. lie then called attention 70 the use
Of mailing list. for sending out cir
culars or personal trade letters Do
YOU know the name and address ~ cv-
ery person living in your trade terri
torv?~ he asked. The mail order hous-
IS do
The speaker closed ~ again refer
ring 10 the common interests Of San
Antonio and the Valley. and called at
fConiinued on page six.l