GO OUT FOR TRADE
■MERCHANT SHOULD BE AN EX
PERT IN HIS LINE.
WISE USE OF PRINTERS' INK
How Advertising by a Specialist Was
Turned to Profit by a Wide-
Awake Country Store
keeper.
One of the latest deals of the town
•to-town man is the working up of sales
for some local merchant, lie enters
the town and contracts with some
storekeeper to hold a week's sale.
What goods the merchant cannot sup
ply he will have shipped into add to
the stock on hand. He is a worker for
the percentage on the gross sales, and
stands the advertising bills. He is a
past-master in the art of country town
advertising. He knows how to get out
an attractive poster and how to reach
the town people and the farmers as
well. He covers the front of the store
•with signs calling attention to the
sale. He has a force of specially
trained clerks. He makes business
fairly hum, unless he bucks up
against another merchant in the town
■who knows a few things about getting
business himself.
Not. long ago In one of the small
western cities one of the "experts"
•opened up a sale for a merchant who
liad a considerable stock of stale
goods, particularly boots and shoes,
■on hand. The front of the store build
ing was covered with attractive signs,
thousands of posters and handbills
were sent throughout the city and
•country, and the advertising began to
ehow results. There was one live
merchant in the town who saw a
chance to reap a benefit from the ef
forts of the "expert." The sale had
only fairly gotten under way when the
•dealer-up-to-date commenced placard
ing his store in the same block. He
was not slow in the advertising line.
When the sale manipulator hung out
his sign, "Finest shoes in the town,
$1.50 per pair," the up-to-date man mot
it with: "These shoes don't look like
kid, they are not paper, but they will
wear better than anything you can
get for twice the money—only $1.05."
Other signs called attention to hon
est values; that there was no special
sale on hand; it was regular business
and regular prices—but prices were
right, the goods were right and honest
values, and invited comparison with
"any other stock in town," and the
people were interested.
Farmers understand the "bargain
sale" deal, and at the end of the first
day the up-to-date mail had sold 139
pairs of shoes and rubbers. He didn t
lsave to cut prices. He gathered up
all his odds and ends of stock, placard
ed them so as to tell the people they
-were a little out of style, but honest
bargains, and he did business in vol
umes as great as the expert bargain
man, and convinced his customers
that not alone on one day could they
get full value for their money, but on
any day.
It is well for the merchant in the
small city to do judicious advertising.
This will bring as good results, and
save the percentage paid the "expert."
In fact if the merchant would take the
amount that would be paid out to the
expert and use it in advertising in his
home paper he would be the winner in
the end. Then, again, the "expert" is
•out to make sales, and he makes them,
sometimes in such a way as to turn
away the trade of those who were
.good customers of the merchant.
D. M. C'ARR.
COUNTRY STORE EXPENSE LIGHT
Local Merchants Should Be Able to
Meet City Store Competition.
Tn the matter of expense of conduct
ing business, the country merchant
has far the edge over the storekeep
er of the large city. He has lower
taxes, his insurance is not so high,
neither has he to pay his help such
high wages as the city merchant. In
fact, the country merchant can sell
goods lower than the big city store,
and make money—that is if he is a
good buyer and gets his goods at the
price he ought to buy them at. It is
all tommy-rot to say that the depart
ment store sells goods for quality any
lower than does the average country
merchant. The reason is plain—de
partment storekeeper or the mail-or
der house can't do It, because ex
penses are so much higher. Walk
into department store, ask to see
a line of hats, men's hats, or a line of
•shoes. Note the prices marked and
•then drop into a country store, pick
out the same quality, let it be the
same make of goods. What will you
find? That the country store asks
fully 15 to 20 per cent, less than the
came goods are sold for in the big
city store.
Migratory Merchants.
Retail merchants in small towns
bave almost as bad competition with
the traveling month-in-a-town fakir,
as they have in the big catalogue
houses. Many towns have ordinances
and even state laws in 6ome cases are
in force, to control the wandering
from town-to-town "merchant."
Those mgratory dealers are han
dlers of job lots, seconds and stale
goods and are adepts in the advertis
ing art. They land In a town with a
carload of their inferior goods, hire
a vacant store room in some part of
town, in or as near the business cen
ter as they can; distribute attractive
posters throughout the town and coun
try, and then glib salesmen start to
■work the unsophisticated. It is main
ly in the boot and shoe, dry goods,
clothing and.the notion line the trav-
OlioM works, ; -
BEING UP-TO-DATE.
Live Business Men the Ones Who
Make the Greatest Success.
The man In business is out. to win
or he wouldn't be in business. There
are many little details that must be
looked after, must be studied and
which are essential to success. Many
merchants, particularly in small
towns, are kept so busy wrapping up
bits of ginghams, weighing out sugar
and doing the hundred and three oth
er things, that they think they have
no time to give all these little essen
tials attention. These days the mer
chant is really up against a hard
game, unless he keeps right in line
and to the front. Statistics show that
90 per cent, of those who engage in
the retail trade fail.
People must buy necessities. The
average mortal wants the best he can
get for the least money. Merchant*
Jones can't sell at any higher prices
than Brown on the opposite side of
the street sells like goods for, and
Brown's method is pretty good.
Brown has captured a good trade,
and on some lines gets stiffer prices.
How does he do It? Look at the ar
rangement of his goods. He has a
place for everything, and everything
properly In its place, and displayed to
the greatest advantage. He hasn't
his potatoes and his apples mixed in
a heap and his tomatoes and other
canned goods of the vegetable class
mixed with his jellies and his jams;
neither are the labels so covered with
dust that the goods look as if they
were held in stock for years. You can
just bet Brown Js up-to-date, his goods
are so arranged that people find a
pleasure in stopping in front of the
store and looking at the show win
dows, and go through the door and
see the harmony and order in all the
arrangement of his stock. Brown
himself is no slouch, his attire Is plain
but neat, no gaudy display and his
temper Is always even, and a smile
is for every customer, and all his
clerks are required to keep them
selves neat and show the greatest
courtesy to everyone who enters the
store. Then, again, he sees that goods
are delivered promptly, no delay In
getting your sugar, your butter and
all that you order from Brown, for he
is always Johnny-on-the-spot. Then
again, he keeps all his customers feel
ing well; he always believes in an
era of good feeling; he is sympathetic.
Then Brown is a man who doesn't
believe in keeping a set of books for
the purpose of charging up poor ac
counts. He has a knack of collecting
his bills so his customers feel they
are under obligations to him, and
while he is a stickler for making cash
sales, sometimes good responsible
customers want a little credit, and
get It. Merchant.* like Brown are the
kind that build up the home town.
MAIL-ORDER TRICKS.
Prices Manipulated to Give Erroneous
Impressions of Cheapness.
The catalogue houses make such In
roads into the business of the dealers
who chiefly rely upon country trade,
that in some localities merchants can't
be blamed for the complaints they
make. Much can be done by the mer
chant to prevent his customers send
ing to such concerns for goods. If he
will but make the effort. Sometimes
a little solid reasoning will have the
right effect. Any man of common
sense knows that the basis of all
prices is the cost of production.
There must be a paying profit in the
business of manufacturing, and al
lowance made for cost of placing on
the market. The purchaser should be
satisfied that the manufacturer and
the dealer made a fair, honest profit.
The farmer estimates his profit on
the cost of growing his products. On
many crops and on his cattle and
hogs his percentage of gain is much
more than the storekeeper makes
upon the goods he sells. A little rea
soning along these lines with explana
tions that if low prices are made
there must be inferior goods supplied,
will perhaps help to keep many peo
ple from sending away for goods.
One trick of the catalogue houses is
to classify goods by sizes as to make
a very low price on goods little in de
mand, and large profits on goods
mostly called for. The one who looks
at the list to see prices finds his eye
first sees the low-priced goods and
naturally concludes that the whole
line is lower. If a careful examination
of the list be made the trick would be
found, and an average of the list
would show that the articles most
called for are higher than would be
asked by the home merchant.
In a Presidential Year.
This Is presidential year, and the
alarmist, the dry-goods box philoso
pher and the calamity howlers of dif
ferent breeds and opinions are abroad
in the land. Presidential years are
"off" years, so they say, and the most
level-headed old-timer shakes his head
with doubt when he speaks of the con
ditions throughout the land. There is
a little cause for a tightening up In
the affairs, more cautiousness in finan
cial and commercial centers in gen
eral. This year there are no such "pre
sentiments" of evil as generally mark
presidential years. Business goes on
just the same as it has during the
past half dozen years or more, only
there is evidence that men are not
losing their heads and are carefully
considering possibilities. The agri
cultural sections are particularly for
tunate in the fact that their pros
perity depends little upon the fiuctua
tions of stocks or securities. 'Tls
the wealth of land and live stock that
counts, and while any depression may
to a certain extent influence price, It
will require a greater calamity than
a change in administration to par
fciyzo agricultural
CAMERON COUNTY THURSDAY, APRIL 9, 1908
Picked Up in
-##-Pennsylvania
WASHINGTON. —A poker game and
all-night carousal at, house 154, West
land, resulted in the murder of Lee
Oliver.
GREENSBURG. —In a fire which
destroyed A. F. Immel's coal tipple
and building, causing $7,500 damage,
a watchdog was burned to death.
BUTLER. —SamueI Taylor, aged 55
years, residing near North Washing
ton, was kicked by a horse and in
stantly killed. He was unmarried.
HARRISBURG. A charter was
granted to the Ellwood City and Wur
temburg Electric Railway Co. to con
struct a three-mile line in Lawrence
county.
BUTLER. —A well was struck on
the O'Brien farm by Geyer & Co. The
production started off at six barrels
an hour, with indications of staying
qualities.
HARRISBURG. —The meat hygienic
Inspectors appear to have pretty
thoroughly broken up the trade in im
mature veal, which had grown to
large proportions in northeastern
Pennsylvania.
WASHINGTON. —During the tempo
rary absence of his mother, Joseph,
the 2-year-old son of Mr. and Mrs.
Joseph Bellsaire, of Cokeburg fell in
to a tub of boiling water and died a
few minutes later.
YORK. —Seven horses and mules. 14
cows and 20 hogs perished in a fire
which destroyed the large barn and
several buildings on the farm of Mar
tin Baer, near Manges Mills. The
loss is over $5,000.
HARRISBURG— State Health Com
missioner Dixon's well organized sys
tem of free distribution of diphtheria
antitoxin among the poor saved over
fifteen hundred lives in Pennsylvania
Juring the year 1907.
HAMBURG—WhiIe in transit be
tween Fleetwood and this place, a
Reading railway freight car, contain
ing furniture, etc., of Rev. Stephen
Buntz, was entered by robbers. About
S6O worth was taken.
WILLIAMSPORT— Former County
Commissioner Leroy Robinson and
Philip Farenbach, a well known
farmer, were drowned in swollen
streams near here while attempting
to ford Smuncy Creek.
MIDDLETON— George, the 11-
year-old son of William Fritz of this
place ate what he thought was a fine
large artichoke. It wasn't an arti
choke and the boy almost, died fi;om
vegetable poisoning as a result.
PITTSBURG— John Dell, 90 years
old, said to have been the last surviv
ing veteran in Allegheny county of
the Mexican war, is dead at his home
in North Versailles township. He also
served throughout the Civil war.
BEAVER FALS— Among 700 per
sons who attended a farm sale held by
A. V. Brittain in Chippewa township
were 33 of the 38 candidates for vari
ous county offices. Letters of regret
were received from the live others.
PHILADELPHIA. <3eorge Eels,
aged 60 years, shot vr..l killed Mrs.
Andress, a neighbor, in the lower sec
tion of the city and probably fatally
injured Ella Paschall, his alleged com
mon law wife, and Kate Jewel, a niece
of Mrs. Andress.
HARRISBURG. — Auditor Gcn«val
Young has announced the appoint
ment of E. C. Dewey of Clearfield to
be chief of the bureau of accrmnts
and Fred E. Beach of Tioga to be
warrant clerk in place of the late .las.
C. Jeffers of Philadelphia.
JOHNSTOWN— Believing a strange
Italian's stories of riches, pretty dress-
RS and promises of beautiful presents,
13-year-old Katie Sposit, has been
lured from her home in Windber. Ef
forts to locate her have been vain.
She disappeared March 16.
SCRANTON— Frederick Foster, 26
years old, of Dunmore is dying at the
State hospital with a bullet in his
head. The wound was inflicted by Pa
trolman Oliver Cromwell, from whom
Foster attempted to escape, after he
had been placed under arrest.
HARRISBURG. Calling for help
and trying vainly to grasp the ex
tended hand of a little companion,
Roy Smith, the 5-year-old son of Mr.
and Mrs. Harry Smith, of Heckton
was swept away to his death in the
swiftly running Susquehanna.
WILLIAMSPORT— The discovery in
the woods near here of the bodies
of Frank Roberts ami Mrs. Gustine
Brizet, disclosed a double tragedy.
When found both had bullet holes in
their heads, and close by Roberts was
a revolver with two chambers empty.
WASHINGTON— The famous 01.l
churchyard weeping willow which
stood in the plot surrounding St. Pe
ter's Roman Catholic church at
Brownsville has fallen, a recent storm
having uprooted it. The tree shaded
the graves of the father, mother and
sister of James G. Blaine.
WASHINGTON— Lafayette G. Call,
a. business man of Waynesburg, shot
and killed himself in a room at the
rear of his place of business in the
Sayers building.
WILLIAMSPORT. —In Coalesburg,
Potter county, there was born to Mr.
and Mrs. Alfred Button their 25th
child. Each of the 24 other children
is well and happy.
CLEARFIELD—Operators and min
ers of the Central Pennsylvania soft
coal field, in joint conference here,
re-adopted the present wage scale for
another year from April 1
BEAVER FALLS— Mr. and Mrs. R.
M. Lowney were injured and seriously
burned by an explosion resulting from
a fall here.
HARRISBURG. State Zoologist
Surface has issued a warning to ail
owners of orchards to spray for eradi
cation of San Jose scale within ten
days.
NORRISTOWN—Thomas G. Can
nell, the former tax collector of Potts
town, convicted of embezzlement, was
sentenced to serve six months in the
county prison and pay a line of SI,OOO.
POTTSVILLE. —Another sign of an
industrial boom in this part, of the
anthracite region is the starting of
work on a new colliery to be opened
near Brockville, in the Schuylkill val
ley.
VAN DERG RIFT. All the sheet
floors, blooming and bar mills and one
half of the open-hearth steel depart
ments of the American Sheet and Tin
plate Co. here have been putin opera
tion.
SCRANTON. —Locked in their home
at Hughestown, near here, while their
mother, Mrs. Dominick Jimitio, went
to the butcher shop, the house caught
fire and three children were burned to
death.
LEWiSTOWN. —Homer B. Cupper,
57 years old, an engineer 011 the Lew
istown division of the P. & E., was
crushed beneath an empty cage while
coaling his engine at the shops here
recently.
NORTH WALES— The E. K. Freed
Milling Co., which has operated a
Rrist mill here' for the past fifty-one
years, will go out of business April 1.
The mill is to be dismantled and the
building sold.
HARRISBURG. The first arrests
made by fish department attaches this
year for catching bass out of season
were made near Coatesville. Two men
had ten bass and must pay SIOO or
spend GO days in Jail.
OIL CITY. —The Petroleum bridge,
the first structure to span the Alleghe
ny river at this point, connecting the
north and south sides of the city, has
been condemned and closed to vehi
cles and street car traffic.
KITTANNING. —Xew scales pur
chased by the borough having been in
stalled, every load of straw, hay or
coal hauled into the town for sale
must be weighed on them in accord
ance with a recent ordinance.
HARRISBURG. —Over 200 samples
bought in groceries outside of Phila
delphia and Allegheny counties have
been sent to chemists for analysis as
to their quality. The sampling was
ordered by Commissioner Foust.
M IDDLETOWN. —This place has
been considerably aroused over the
arrival in town of several traveling
evangelists, who are holding services
in an unoccupied store room and who
claim to have the "gift of tongues."
BEAVER FALLS. —Falling into a
deep pool into which gas was escap
ing Mr. and Mrs. R. M. Lowney were
badly burned by an explosion which
followed and were penned in by flames
until men arrived and rescued them.
HARRISBURG. Since the com
mencement of the fiscal year of the
auditor general's department in No
vember, the state has collected $6,655,-
279.70, an excess over the correspond
ing period of last year amounting to
$213,668.31.
LANCASTER. —Born the same year,
55 years ago, John Burnite, a farmer
of Colendn township, and wife died
within a f<-'<v hours of each other of
the same disease, pneumonia, and were
laid away together at the same time
in the same cemetery.
BLOOMSBURG. The Mifflnville
bridge, now in course of construction,
was the scene of another accident that
will probably result in the death of
Jacob Johnson or this town. He was
struck across the back by an iron ca
ble which broke when one of the der
ricks fell.
WILKESBARRE. — News was re
ceived in Plymouth that Mrs. Carrie
Emmons, 68 years old, who left re
cently saying she was going to visit
friends in Scranton, went instead to
Dover, N. J., and was there married
on March 27 to John P. Johnson, 73
years old.
READING. The body of Henry
Strohl, a wholesale tobacco dealer,
aged 53, who came here from Lancas
ter nine years ago, was found in a
public road three miles west of Read
ing. Near was a bottle which had con
tained carbolic acid and which had
been drained of its contents.
BRADFORD. Gerald Fesenmeyer,
aged 10 years, is at the Bradford hos
pital with a fractured skull, and is
probably fatally injured as the result
of an accident. The boy was watch
ing the work of razing an old build
ing by some workmen when a brick
or some other heavy object fell and
struck him on the head.
MONONGAHELA. —During a brawl
among 15 men George Slawischy, a
Pole, was slashed twice across the
face, the sight of both eyes being de
stroyed.
PHILADELPHIA.—After vainly try
ing to induce his wife to join him
in a suicide pact, Henry Blair com
mitted suicide at Cynwyd, a suburb,
by drowning.
STATE COLLEGE— Eighteen stu
dents narrowly escaped death and the
$40,000 chemistry building was saved
from destruction by prompt work ol
| the student fire brigade.
You Bead fha
Other Fellow s Ad
II
/j I You are reading this one.
ij | That should convince you
rj | that advertising in these
ft! columnsisa profitable prop
| j osition; that it will bring
M | business to your store.
P t The fact that the other
If fellow advertises is prob
-1 ably the reason he is get
-1 ting more business than is
I falling to you. Would it
| not be well to give the
I other fellow a chance
To Read Your Ad
In These Columns
I ■
Your Stationery
is your silent representative. If
you sell line goods that are up
to-date In style and of superior
quality it ought to be reflected
In your printing. We produce the
kind that you need and will not
feel ashamed to have represent
you. That is the only kind it
pays to send out. Send your or
ders to this office.
The Buyers'
Guide
The firms whose names are repre
sented in our advertising column*
are worthy ot the confidence of every
person in the community who has
money to spend. The fact that they
advertise stamps them as enterpris
ing, progressive men of business, a
credit to our town, and deserving of
support. Our advertising columns
comprise ar Buyers' Guide to fair
dealing, good goods, honest prices.
V. J
G.SCHMIDT'S,^
POR
rf FRESH BREAD,
» "FANCT CAKES,
§?M 1 ,CE CREAM,
__ &
CONFECT|ONERY
Daily Dslivcry. All orders given prompt and
skillful attention.
Don't Use a Scarecrow
To Drive Away ths
fnr SBfe
. Yoii can drive him out
order henises' own
*HifeiMli// week in order to get trade
ljflfj l '', rom f ' lc home merchants.
/dn they didn't get the busi
ness? Don't take it for
granted that every one
within a radius of 25 miles
knows what you have to
sell, and what your prices are. Nine times out of ten your prices
are lower, but the customer is influenced bv the up-to-date adver
tising of the mail order house. Every article you advertise should
be described and priced. You must tell your story in an inter
esting way, and when you want to reach the buyers of this com
munity use the columns of this paper.
Jfsggk A MOST TOUCHING APPEAL
falls short of its desired effect if ad
\ dressed to a small crowd of interested
-J listeners. Mr. Business Man, are
1 you wasting your ammunition on the
1 VNf .fry small crowd that would trade with
/ you anyway, or do you want to reach
K \\ those who are not particularly inter-
ested in your business ? If you do,
—" make your appeal for trade to the
I largest and most intelligent
. audience in your commun
ity, the readers of this r"'
r "' x•s (ff paper. They have count-
T> \ less wants. Your ads will
r\——rfj be read by them, and they
w '" become your custom-
ers. Try it and see.
S The Place to Bay Cheap S
> J. F. PARSONS' ?
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I Of Brewtoo, Ga., write®!
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3