Hardware merchandising September-December 1911 . up in the stillwider question of how to meet the com-petition of the mail order houses. Thisis due to the fact that mail ordercampaigns are directed largely with theview of securing the trade of the ruraldistricts. The farmer does not livewithin easy distance of local stores, hegets his newspaper late and he is inmany other ways removed from the influence of the local dealer. He is quitenaturally more prone to pay heed, there-fore, to the attractively illustrated cata- them of that fact ? He can—when hegets the chance to present the facts tothem
Hardware merchandising September-December 1911 . up in the stillwider question of how to meet the com-petition of the mail order houses. Thisis due to the fact that mail ordercampaigns are directed largely with theview of securing the trade of the ruraldistricts. The farmer does not livewithin easy distance of local stores, hegets his newspaper late and he is inmany other ways removed from the influence of the local dealer. He is quitenaturally more prone to pay heed, there-fore, to the attractively illustrated cata- them of that fact ? He can—when hegets the chance to present the facts tothem. Unfortunately for dealers of thepassive stamp, farmers do not drive infrom the back concessions to consulttown merchants on the question of buy-ing a1 stove. They turn to the onlydata that they have on hand—the cata-logue of the wideawake corporation—and they succumb to the arguments oncheapness presented therein. If theyhear the other side of the case, in ninecases out of ten they act situation narrows down, therefore,. Store Exhibit, of James S. Neill & Sons, at the Frederiction Exhibition. logues of the mail order house than thetownsman who passes two or threehardware stores every day and sees theadvertisements in his daily newspaperevery night. In considering then, what he can doto improve his stove trade with thefarming classes, the hardwareman willfind that the question narrows down toways and means of combating the mailorder house. The problem, however, isnot a serious one for the man who isprepared to take facts as they are andact upon aggressive methods. Every dealer knows that he can dobetter by his customers than the mailorder house can. But can he convince to this : If you can get the farmersear, you can sell to him in practicallyevery case. Getting the Farmers Ear. The best method of getting the far-mers ear is to advertize liberally in thenewspapers which can establish theirclaim to a good circulation in the coun-try districts. The space us
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