BUILDING UP TRADE ___ 1 REGULAR CUSTOMERS THE CEjT FOR THE MERCHANT. SOME SCUND TRADE HINTS ! ( Reasons Why Merchants Should , Strive to Make Friends of Their Patrons, and Treat Them with Due Consideration. i A Rood many retailors seem t,o be so absorbed iu the search for 'new , customers that they don't have time to take the right kind of care of the old ones, and in this way they are driving business to the mail-order , houses faster with one hand than they are taking it away with the other, says one man who has carefully studied trade matters. We do not mean that a retailer should not. al ways be trying to enlarge his list of customers. That is exactly what he should do, but he must give even greater care to holding the old than to getting the new. The regular cus tomer is the life of almost every busi ness. He is the fellow you should have in mind when you are buying. He is the fellow you should decorate your store to please. He is the fel low you should try in every way to accommodate, for he comes to see you regularly and it is his money you de pend upon to pay your bills. Your show windows and advertising can be largely aimed at the customer you are trying to get, but they must also give much information to the "regular" if you would make them effective; and you must never forget that your strife for the new customer is not with the object of making a single sale, but to add him to the "regular" list. It is this "regular" list which you want to grow, for its growth means your business growth, and for this reason you must not be satisfied with just adding to the list. Keep them on the list. Give just as much attention to holding the "regu lar" already in stock as you do to add ing to the "stock" and you are a good ways further on your road to suc cess. City retailers cannot generally be criticised so much on this score, although some of them depend too much on landing the new "sucker" that is supposed to be born every minute, but country merchants, who have very few opportunities to land "suckers." and should be extremely careful of their "regulars," seem to be most neglectful of them. Very few of them take the trouble to thank a regular customer for his trade and invite him back again. They take it for granted that he knows his business is appreciated and that he is always a welcome visitor. It does not cost much to tell him so each time he is in the store, however, and do it in a manner which will leave no doubt of the welcome. That is what makes his blood flow warmer, and causes a big lump to swell up in the corner of his heart for you and your store, and the first time you make some little mistake this bump comes to your aid and tells him, so he conies back to you and explains things in stead of taking down the mail-order catalogue and sending away for his next order. Then, when you see the "bump" has done this good work for you, be man enough to make the wrong right in such a hearty manner that when he loaves your store again the "bump" will have grown considerably. The retailer who is able to make every customer feel that he is a personal friend is not likely to feel hard times, and if he has the other points of a good merchant equal ly well developed, he cannot help be ing a success. ———————— How to Advertise. Advertising is telling people what you have for sale and why they should buy. U sounds as easy as going to sleep in a feather bed on a cold night. Every merchant advertises, in some form or another. He may use nothing but his voice and a few signs, but he advertises just the same. The mer chant should consider advertising from the standpoint of utility. He ad vertises in some form or other, al ways. What is the best way? How can he reach the most people? That means, what medium should be used. The newspaper is a good vehicle for advertising for it is read by great numbers of people. The local paper is best, for it reaches the peopld liv ing near at hand. The store Sign, the window, other means for conveying advertisements are useful in varying degrees. There is another thing to be considered—how to do the advertising, what to say and how to say it. Ap peal' to interest, be succinct, say some thing about the goods, make a special ty of something in each advertisement or series of advertisements. A Human Zoo. "Just look at those people," growled the ill-humored man in the Fulton street subway station. "Not one of 'em can stand still for two seconds. Tip and down they pace, round and round they whirl, waiting for the next train to come along. What makes 'em do it? It is that restlessness that turns a station platform into a regu lar inferno. No matter where you go there is somebody bumping into you, and all because nobody will stand still." The man's wife coughed timidly. "What did you say, dear?" she asked. "I said." answered the man; and then lie said it all over again. "It's funny you didn't hear what I said in the first place," he added. "I talked loud enough for everybody to hear." "I know you did," she returned, "but you were rushing around all the time from here to that post and back, and I couldn't catch half of it." —New York Press. LET ALL PULL TOGETHER. Necessity of Harmonious Efforts on Part of Citizens. The principle of working together and accomplishing more than individ ual effort may accomplish is the real reason for associations, secret so cieties, fraternities, organizations of every sort. Pulling together does things which nothing else may accom plish. Its value is very great. There is a danger, too, In uniting oneself too closely with others, lest one's liberty be involved. Hut that lies wholly in the construction of the combination. If properly put together, it may accomplish the ends desired without curtailing the freedom of the associated individuals. However, we desire to say a word about working in harmony, whether in actual associa tion or without any definite organiza tion. When partners work together the accomplishment of the firm is far greater. When merchants of a town resolve to work together for the bene fit of themselves they do things worth doing. When the business interests of a state resolve to bend their united energies to the fulfillment of some thing needed the chances of success are multiplied by geometrical progres sion. There is not a city in the country against which at some time the charge has not been laid of selfishness and hoggishness. Yet. these cities are no more selfish than any other aggre gation of people. The man who sets a' outs cities and towns and country sides may not do it through any save a mistaken sense of loyalty to his home; but for all that he does dam age. He makes a mistake. It is a selfishness in itself to try to belittle one's competitors. It leads to envy and a host of evils. * Your town may have all the good, honest, generous folks on the face of the earth, but we doubt it. We think we have known a few elsewhere. Yotir market city may possibly be the abode of thieves and liars only, but we have known many honorable citi zens and upright business men in it. Work with them and not against them, and together you may pull the cart out of the rut. With you tugging at one end and he sweating at tin; other, and both of you cussing each other and lifting at different times, nothing can ever be accomplished. Work to gether in ail legitimate and desirable deeds. TOO MUCH OF A JOB. Lack of Qualifications Kept Young Man from Embracing Girl. An innocent young man with an honest ambition and a fund of inexpe rience once called on a modern maid en in a great city. After the usual preliminaries, he thought it was about time to begin, so he edged along on the sofa. l. D. Reel, their school teacher, pleaded guilty and were fined $123 each and costs. GREENSBURG. Robert Wilson, an engineer employed by the Frick Coke Co., sustained serious injuries through the runaway of a donkey en gine at the Morewood plant in Mount Pleasant. MlLTON.—Through the efforts of the Milton Rod and Gun club of this place the state fish commission has distributed among the islands in the Susquehanna river fi. / cans of bass and salmon. KITTANNING.—Win. Iletric and 'I. B. Orr of this place, while fish ing along Crookeii creek, found a nest of copperhead snakes. They killed 14 and as many more got away. The men wore rubber boots, which saved them from being bitten. JOHNSTOWN. Elmer Peterson, aged 17, and Charles, his brother, aged 16, were crushed to death in a mine of the Pennsylvania Coal & Coke Co. near Hastings, this county. A ponderous rock fell from the mine roof and crushed their bodies to an unrecognizable mass. PHILADELPHIA.—The jury in the suit brought in the United States cir cuit court by the International Coal Mining Co. against the Pennsylvania Railroad Co. to recover overcharges claimed to have been made on coal shipments, brought in a verdict in favor of the coal company for $12,- 013.51. ALTOONA.—Postmaster Geo. Fox, against whom charges of pernicious political activity, along with other petty allegations, were made by A. G. Stains, a deposed letter carrier, has been vindicated 'from the charges by Col. W. W. Stone of the postofliee department and J. J. Vogel of the civil service commission. REYNOLDSVILLE. An Italian starting to work at the Eriton mine 011 a Dubois Traction Co. car near Sykesville deposited a keg of powder on the controller at the rear and then sat down in the smoking compart ment.. The powder suddenly exploded, wrecking the rear end of the car, shattering most of the windows and seriously injuring three of the car's 25 occupants. HARRISBURG.—The state depart ment has completed the list of candi dates nominated at the recent uni form primaries throughout the state for congress, the legislature and the bench. For the 207 places in the house of representatives there are 7C7 candidates nominated; for 25 state senatorsliips 01 candidates are on the tickets of the regular parties, and 124 gentlemen have been nominated for the 32 congressional seats allotted to Pennsylvania. KITTANNING.—A big steam shov el and two men were precipitated into the Allegheny river at a big landslide 011 the Allegheny Valley railroad near Redbank. Both men were seriously injured. HARRISBURG.—John B. I.oman,, a former postmaster at Germans Mills, Cambria county, who is charged with embezzling money order funds to the amount of $1,500, was brought here under arrest and taken before United States Commissioner Wolfe, and sent to jail in default of $2,000 bail. GREENSBURG.—AiI unknown man was killed by a train near here. HARRISBURG. Miss Margaret Kramer of Philadelphia fractured both legs while turning over in bed. WASHINGTON.—Dogs killed eight blooded sheep on the farm of Samuel Harbinson, Mt. Pleasant township, and wounded others. GREENSBURG.—Nick and Elijah Kramer, brothers, accused of murder j ing James Darnley last March 17, were acquitted by the jury. PHILADELPHIA L. I.eavln was I killed and his brother Jacob probably fatally injured by the explosion of a soda water tank in their store here. HARRISBURG. W. A. Scarlett, chief engineer of the American Union Telephone Co., was drowned while ca noeing on the Susquehanna at Dauphin. BRADFORD. —Michael Eagan, 45 years old, a brakeinan employed by the 8., R. & P. railroad, met instant death in the local yards here by be ing run over by a freight train. PITTSBURG.—In the midst of an exciting game of baseball in Hazel wood, Ralph Barr, aged 11, one of the players, was struck over the heart by I a hard line hit drive and died almost immediately. PITTSBURG. An unidentified white man was found lying along the Pittsburg, Virginia & Charleston rail road tracks near Wilson station with his head cut off. It is believed lie was struck by a train. WASHINGTON.—In the case of the commonwealth against O. F. Piper, former cashier of the People's Bank of California, and Max Avner, indicted jointly on a charge of conspiracy to defraud the bank, the jury returned a verdict of acquittal. PITTSBURG.—BartIey Fagan. sev en-year-old son of John P. Fagan of McKeesport, was killed under a Bal timore & Ohio freight train. The child jumped on and off the train sev eral times until he slipped and a wheel crushed his head. WILKESBARRE.—A boom for John Mitchell of the United Mine Workers' union as Democratic candidate for ttao vice presidency is being started by John J. Loftus of Scranton, one of his most intimate friends and a man in position to speak for him. WASHINGTON.—Miss Anna Will iams, a Robinson township school teacher, was acquitted by a jury in criminal court of aggravated assault and battery. Charles Stewart ac cused her of punishing his little daughter with unnecessary severity. WASHINGTON. —Fourteen-year-old George Terra is under arrest charged with stealing $705 from the residence of Gottleib Karla. Both live on Buf falo Hill, near Canonsburg. When searched young Terra had $205. He denies all knowledge of the remain ing SSOO. CHESTER.—Riot followed riot in the street car strike here recently. Mob violence broke out in several sec tions of the city and not less than a dozen strike breakers, who were in charge of the cars of the Chester Traction Co., fared badly at the hands of strike sympathizers. BUTLER.—WhiIe the menagerie ; cars were being loaded at the Bes semer & Lake Erie siding 20 negro roustabouts broke into the general store of John Isaacs, near the show grounds, bound and gagged the pro i prietor, stole ten suits of clothes, jew elry and fruit and disappeared in the circus gang before they could be ap prehended. CONNELLSVILLE.—In the arrest of Albert L. Beal at his home In Dun bar officers have at last captured one of the robbers who for weeks have ; been committing depredations in Con nellsville, Uniontown, Dunbar and i elsewhere. Deal's house, which was raided, was found to contain stolen dry goods, clothing, hardware, fishing i tackle, etc. i PITTSBURG.—With a daring appar ently born of desperation the two 1 bandits who held up and robbed the passengers and crew of a Scott Haven car on the West Penn railways lino near Boston, Pa., a short time after committed a second crime of a simi lar character. A short distance away from the scene of their first experi ence they held up and robbed a , farmer and his wife who were driving I along the road to Elizabeth. I KITTANNING.—Five hours after j having cleared the tracks of a land | slide at Riverview station on the Al legheny Valley railroad, another slide as large as the previous one complete ly covered both tracks again. BEAVER FALLS.—Michael Bruce, aged 20, was found dead In a ditch on the farm of his father, Elmer Bruce, in Big Beaver township. The ditch contained four inches of mud and water and he had smothered to death. Bruce was subject to epi'.pp tic fits. You Read the Other Fellow's Ad J | You are reading this one, p | That should convince you J B that advertising in these | 3 columns is a profitable prop | 1 osition; that it will bring | N business to your store, r | The fact that the other I fellow advertises is prob ably the reason he is get ting more business than is falling to you. Would it not be well to give the other fellow a chance To Read Your Ad In These Columns Your Stationery is your silent representative. If you sell fine 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 seated in our advertising columns are worthy ot the confidence of every perion in the community who has money to spend. The fact that they advertiae stamps them as enterpris ing, progressive men of business, a credit to our town, and deserving of support. Our advertising columns comprise a Buyers' Guide to fair dealing, good goods, honest prices. v _ y HEADQUARTERS FOR IF"FRESH BREAD, || popular I —)BftK er y. # ***'" * CONFECTIONERY Daily Delivery, Allorders given prompt and skillful attention. -- L _ i Don't Use a Scarecrow tTa Drive Away tha Mail Order Wolf You can drive him out order own weapon thousands of dollars every week in order to get trade from the home merchants. Do you think for a minute they would keep it up if 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 vour prices are. Nine times out of ten your prices are lower, but the customer is influenced by the up-to-date adver tising of the mail order house. Every article you advertise should be described and priced. You rrtust 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. #lll*. A MOST TMCHINO APPEAL falls short of its desired effect if ad- j dressed to a small crowd of interested \■) listeners. Mr. Business Man, are 1 1 £r4 you wasting your ammunition on the 1 \ sjESSmfc®*.Jif- small crowd that would trade with you anyway, or do you want to reach /Tx\ those who are not particularly inter ~ " ested in your business? If you do, make your appeal for trade to the t largest and most intelligent ' fw-v audience in your commun- | ity, the readers of this ( //y paper. They have count jtT\\ \ '■* ' ess want - Your ads will fr-* be read by them, and they will become your cuJtom i*i- ers. Try it and S The Place to Bny Cheap S ) J. F. 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