Jasper County Democrat, Volume 20, Number 57, Rensselaer, Jasper County, 17 October 1917 — ALWAYS THE LOCAL PAPER FIRST [ARTICLE]

ALWAYS THE LOCAL PAPER FIRST

It may be that many merchants in Indiana are receiving reports of different trade convention which are considering the importance of private mailing lists for ’ retailers. It has often been advocated that one of the best uses a merchant can make of a private mailing list is to issue a monthly store paper. There is no question about this being good, but under no circumstances can it be made good enough, because wherever a storepaper is sufficiently good to really attract trade in volume to maintain the business, it is always found that the cost of the store paper is too great. Such papers are only economical successes when they are made auxiliary to an advertising campaign. If the merchant is doing all the advertising he can in legitimate town papers and still feels he wants a special direct medium through which to talk to his patrons, then he' m'ay find it advisable to mail out a store paper, but We strongly advise that nobody attempt the publishing of a store paper until they have fully patronized the local papers.-—Business Chat.