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the medium of print with a 60-point name and display—this would help the dealer to adver
— address in a three-inch space.
tise effectively and incidentally sell more of the Other merchants again are glad to accept and manufacturer's goods. use all the dealer helps they can get, and try A booklet upon effective store systems and earnestly to write advertising copy that is how to install them would be received with joy worth printing, yet they don't get the returns by all merchants, and besides making their they should. Why? Because they are credit more secure, would make friends and ignorant of the fundamentals of appeal. boosters of these dealers that would many
Here is where the manufacturer could show times pay for the time and expense involved. that he wants to help the dealer. Let him fur- The retail merchant is human and he reacts nish suitable helps that will not only sell his toward the advertiser who tries to help him in goods alone, but that will boost the entire store
the same way. and create an atmosphere that will encourage
COÖPERATION IS ESSENTIAL. buying and customer good-will.
This fact holds true also where the manuA successful store can sell more of a manufacturer's goods than one which is not so suc
facturer tries by national advertising and cessful. This is a strong reason why so many
strong-talking salesmen to force an article dealer helps are not met with the favor their
down a dealer's throat without regard to his creators think they should be. They only try
likes or dislikes, instead of trying to get that
dealer's coöperation. to force the one certain line of goods upon the
The dealer then pushes substitutes for all he dealer's customer and in no way help to boost the rest of the store.
is worth, and the advertiser is not getting the If advertisement copy is sent the dealer it is
distribution he might have had, had he looked often but a laudation of the particular article
upon the dealer as human like himself. the manufacturer sells. It does not promote
I know from experience. The point I desire
to make is this: The modern merchant who the sale of anything else or list any of the other many things a dealer carries. The dealer looks
operates his store on scientific lines, combined upon such helps as not worth the space rates
with true courtesy and service, has no fear of charged for insertion in the local paper; thus
chain-store competition. nothing comes of this class of helps.
He can sell just as cheap in the majority of It is not necessary to put the manufacturer's
cases. He can have just as good fixtures and goods in the background. I by no means advo- displays. He can learn merchandise and his cate that. But the advertiser should see that
trade's wants and operate just as cheaply as the his helps boost in a general way the other lines
chain store. He, further, has the human side the dealer carries by bringing the personality
to enlarge upon and can create good-will to a of the store and its owner more to the front.
much greater extent than can the chain store. The manufacturers that are doing this are
He is also owner and boss of his establishmeeting with the dealers' coöperation and not
ment and can make quick decisions and their opposition.
changes when necessary, which the chain can
not do, as the manager is, in most cases, under HELP THE MANUFACTURER CAN GIVE. the absolute control of headquarters often a The manufacturer who desires to gain a hold
thousand miles away. on the trade that the dealer controls should Now, how can the average merchant, who help him in his effort to become a better mer- is daily being forced to quit the business—solchant and in his fight for success. The manu- vent or otherwise—how can he be helped and facturer who looks upon the marketing of trained in the methods of merchandising that goods to the retailer as something more than are making the chain store his superior? just shipping orders as received and then It is up to the manufacturer, he who depends straightway forgetting the dealer's existence- upon the merchant to sell his goods; he must the manufacturer who does this will be the one help him to adapt himself to the new condithat gets the dealer's preference and coöpera- tions of business. By dealer-helps and instruction.
tive advertising the average merchant in busiIf some advertiser would issue a booklet ness to-day can be developed into a merchanexplaining the fundamentals of advertising and dising expert who will boost the sale of all store service, defining appeal and response and advertised quality goods. He will live in terexplaining the rule of effective typographical ror of no chain-store menace.
SHOULD A DRUGGIST
Monthly Department of
PRIZE ARTICLE: EXPERIENCE PROVES affairs through his continued association with THE CONTRARY.
them. By John McComas.
The one-roof man is narrowed not only menSeven years of living over my own store has
tally, but physically as well. He doesn't get
the outdoor exercise, the fresh air and the convinced me that it is far better in every way
diversions that are essential to develop a sound for a druggist to live quite a distance from his
body. The confinement and lack of exercise place of business.
The one and only point in favor of a drug- resulting from such a method of living unfit a gist living at his place of business is that he is
man both mentally and physically to grapple
with details and bring about business success. always on the job, day or night; and the very
Another objection to a man living at his place of business is that a man cannot avoid mixing up household affairs with store matters -a bad combination always, for he will neglect either one or the other; and sooner or later the neglected one will cause a smashup.
There is an occasional merchant who advocates the combination residence and store on the ground that his wife will be able to act as a clerk and thus help cut down expenses. Such a policy is a poor 'one, however, for a wife's time should be devoted to making a home, and not taking the place of a ten-dollar clerk.
THE WIFE'S PLACE. I do not mean, though, that a wife should be kept in ignorance of her husband's business affairs; on the contrary, she should always know exactly where he stands. For her opinion and advice are sometimes invaluable
assets. fact that he is always on the job condemns the Some druggists consider that it cuts rentals arrangement, making it a poor plan to follow. in half to have their dwelling and store all in
By confining himself to one roof the drug- one building. Such a procedure is poor econgist ties himself to a humdrum existence which omy, for the reason that the money saved in narrows his view-point and acts as a drag on rental will be lost many times over through cirthe expansion of his business. By not getting cumstances arising from such a combination out among his fellow men and mingling with of home and business. In my opinion the drugthem he acquires the reputation of being a gist who can't make enough out of his busipoor mixer; and when the people think a man
ness to pay house rent had better seek a more is trying to avoid them, socially or otherwise, lucrative calling. they are going anywhere but to his store with Still another bad feature of living at one's their trade.
place of business is that the druggist is likely
to be called out at all hours of the night, often TOO CLOSE ASSOCIATION NARROWING.
unnecessarily, just because he is close to the It is true, of course, that such a man could store. Such happenings break up the muchgo out and mix with his fellows. But he won't. needed rest of the druggist and increase his He becomes too much wrapped up in his already too-long working hours.
All that a druggist makes by such night calls He has more of a chance to ride some hobby or will not pay the premium on his life insurance other and to rid his clothes of the iodoform policy—which policy the wife will have to col- odor. He can hoe his garden or tinker with lect if too many of the calls are answered. his automobile without being subjected to the
petty interruptions liable to the man within
easy summoning-distance of his shop. He can HEALTH THE FIRST CONSIDERATION.
enjoy his book or his paper with a more restBY HARRY BRACONIER.
ful feeling than he could if the store were only The druggist who, when his day's work is
a stone's throw away. finished, simply turns out his store lights and My advice to the druggist who is undecided then turns around to tumble into bed, may have as to where to take up his residence is this: more time to sleepboth here and hereafter- “Live a reasonable distance from your store so than his brother pharmacist who, after his clos
that you may be enabled three or four times a ing hour, expands his chest and takes in whole
day to stretch your limbs and to enjoy some of some breaths of the evening air on his way nature's own air. Both you and the store will home. But he will not live so many years, nor profit." enjoy life so much as will the right-living one. There is of course the possibility of living
RESPITE FROM STORE ASSOCIATION IS so far from one's work that the task of walk
ABSOLUTELY ESSENTIAL. ing home after standing behind the counter all
By John J. BOBERG. day becomes an irksome one. The chances for better health, however, all favor the man who If any man needs an occasional respite from has to take a fairly long promenade before
his duties, it is the druggist. The long hours reaching his sleeping place.
he is on duty and the highly specialized charOne-half to one mile distant from the store
acter of his work tend to make him narrow, strikes me as about the proper location for a and taken together they constitute valid readruggist's home. Living at such a distance, he sons why he should seek as many broadening has a chance to become thoroughly awakened
influences in life as possible. and cheerful in spirit before arriving at the If he chooses the drug store for his home store, whereas the fellow living in the same
the probabilities are that he will follow the block will hardly be able to get the sleep out
lines of least resistance; the attractions of his of his eyes before commencing work.
business will draw him on, absorbing all his
interests, until gradually he shuts himself from WHAT A WALK WILL DO.
the outer world completely. At dinner-time his walk is usually an appe- Because he is so close to his business, his tizer to the druggist who lives at a distance thoughts cannot be removed from it altogether. from his store, and the return trip helps to He cannot find time to rest his mind with digest his meal.
thoughts of home life and outside activities. At night, after closing, a brisk walk will dis- Without realizing it he becomes self-centered, place the drugged air in his lungs with the pure and from lack of variety he misses much of the ether of the out-of-doors atmosphere.
joy of living In case he should be awakened at night, the Most of us are acquainted with the man who pharmacist who has to walk a little distance boasts that he has been working, sleeping, and will be more fully alert to his task than the living in the same building for the greater part man who jumps out of bed suddenly to face a of his life; but we do not envy him. customer will be. Then, too, the former will Some druggists may choose the other exenjoy his sleep all the more after completing treme and live at such a great distance that his nocturnal stroll.
they are forced to depend upon the train or The druggist living above his store seems to upon street-car service. They are choosing the me to run the danger of being supersaturated lesser of two evils; but in addition to the anwith his business and becoming a “dull Jack.” noying delays and the time wasted by this He is liable to sink into a rut, and to think, arrangement, they, too, are losing the benefit sleep and talk nothing but business.
of a daily walk to and from work. The one whose residence is apart from his The druggist who lives at a ten- or fifteenstore, however, can shake off cares more easily. minutes' walk from his place of business strikes the happy medium. He is in a position one night and my partner plans to look after it to get some real enjoyment out of life. His the next. The scheme works splendidly on my business and his leisure hours are separated. nights at the store. I return from supper at He is not tied down like the man who lives at 5.15, allowing "George” ample time to reach his place of business, but he can go home and home for his wife's six o'clock dinner. get away from the atmosphere of drugs, for- On his nights at the store I, of course, don't getting his cares entirely for a few hours. need to leave at any definite hour, for my home
is easily accessible. I can run across the street
any time and tell my wife to hold supper until NOT IF A PARTNER LIVES AT A DISTANCE.
the hour of seven o'clock or whenever it is BY ALFRED S. DONHAM.
that my partner can get back. For ten years I have had as a partner in the It sometimes happens, however, that on my drug business a man who lives over two miles partner's night to work he calls up to inform distant from the store. My residence is within me that his lawn—it's one he takes much pride a stone's throw.
in-is sadly in need of watering, and would I As things now stand I am the first one on mind waiting until about eight o'clock for his duty in the morning. That is as it should be, return? I can have my wife bring me a little of course. I am near the store, and, as my something to eat without much trouble, so it is partner points out, it would be foolish for him only fair that I tell him not to bother coming to get around first when I am so handy by. back at all. We close at 9.30 anyway, and it
He usually strides in about 9.30, full of life seems too bad to bring him a distance of more and vigor from his brisk walk in the morning than two miles for only an hour or so of work. air. So imbued is he with what our messenger
STORMY DAYS. boy calls "pep" that he starts in on two or three pieces of work at once. Along about eleven On rainy or snowy nights, too, he quite often o'clock I cut over home and get lunch, and then stays at home, for he is situated at some discome right back so that my partner may have
tance from a car-line and it is almost senseless time to walk home for lunch which his wife to force him out in the storm when I can run insists shall be served promptly at 12.30. across without having even to raise an umVery often he hasn't had time to complete brella.
. the jobs he started, and, as many of them re
I sometimes wish, however, that he would quire immediate attention, it is up to me to
move a little closer to the store. I seem to do finish them after my 30 minutes for lunch. more than half the work and only get an equal In the afternoon it is usually 2.30 before he
division of the profits. shows up again. He knows nearly everybody I don't know as I should kick, though, for in town, and, as he has pointed out to me many “George" is a great business getter. He has times, it is good policy for him to stop and
many intimate friends who come in to trade chat with the customers, actual or possible,
with him personally, and they quite often make that he meets on the way.
liberal purchases. The only trouble is that he
is not around to greet them, and consequently HOW THE PLAN WORKS.
they put off buying until they can deal with Evening work we divide. I run the store him personally, and somehow or other future
QUESTIONS FOR THE NEXT CONTEST. This department is in the hands of the big family of BULLETIN readers, and the heartiest co-operation is earnestly urged. The following questions are announced for the next contest :
1. What is the best method of getting into the good graces of a new physician just come to town? Submitted by Wm. McKay, New York City, N. Y.
2. How do you go after desirable credit business? Submitted by Lester A. Braydon, St. Louis, Mo.
For the best answer to either of these questions we shall award a prize of $5.00. Other answers, if printed, will be paid for at regular space rates. Every answer should be at least 500 words long and in our hands by December 10.
business of that sort hasn't yielded many re- A.M. and desires to be straightened out for the turns as yet.
following day? But taken as a whole I am beginning to get Some druggists, on reading this, will dis(will the Bulletin permit such language?) agree with me. They will say that emergency d-d sick of it all. I am going to ask my calls are really necessary, and point out from partner to exchanges residences with me. their many years of experience certain night I might add in conclusion that this article
calls that seemed to be really imperative. appears under an assumed name.
Let us consider one of these seemingly necessary calls—that of a physician who wishes to purchase a tube for evacuating a
stomach. The tube is necessary to save a life, CONSTANT ATTENDANCE NEEDLESS.
perhaps, but what excuse can be offered by a BY ARTHUR GEORGE.
physician who does not have a “red snake”
available, either in his medicine bag or at a Much is expected from the druggist of to
hospital? day, and to perform his duties as they should
I have discontinued night service at my be performed he must be prepared properly.
store, and since doing so I have not noticed any He cannot work all day and then be up half
marked increase in the death-rate. the night waiting on so-called “emergency”
Health is more essential than business. If customers.
business is good and the druggist's health is The druggist who sticks to his store all day
poor, how is he going to attend to the busiand then, when closing time comes, tumbles
ness? The man who permits business to interinto bed only to be called out several times dur- fere with his health makes a poor impression ing the night to sell Seidlitz powders and castor
on the community.. People lose confidence in oil is not prepared to do good work the follow
his ability, for they get to believe that a druging day. His rest has been disturbed to such gist's health and his drugs are of the same an extent that top-notch efficiency is out of the quality—both bad. question.
My doctrine is to live away from my store, Why should a druggist be called out of bed and by so doing get proper out-of-door exerto fix up a glutton who starts to turn in at 2 cise and sufficient rest at night.
A DRUG-STORE PET.
To the Editors:
I am sending you a photo of a genuine Colorado badger and of myself. This badger was
. caught when about four days old and brought to my store before his eyes were open. We rigged up a nipple and bottle, and we nursed it for three weeks; then we fed him milk and scrambled eggs, and he has become the pet of the town. He is as tame as any dog and plays like a kitten. I let him run in the store, and he has learned to open show-cases and drawers and make himself generally useful. He catches rats and mice, and I feel that he more than pays for his keep by beating Azoa out of a job.
If at any time you have space and care to run this picture, you are at perfect liberty to
W. B. ILIFF.