The Sweetwater Reporter (Sweetwater, Tex.), Vol. 41, No. 304, Ed. 1 Thursday, January 30, 1936 Page: 4 of 6
six pages : ill. 23 x 17 in. Digitized from 35 mm microfilm.View a full description of this newspaper.
Extracted Text
The following text was automatically extracted from the image on this page using optical character recognition software:
v v.v
TTTTTT7TTT
THE SWEETWATER REPORTER, SWEETWATER, TEXAS
fHURBUAV, JAN; W, 1988.
"We
The
Now v
■'t
7
2.. v
There Is Only One Way
Open to the Merchant—
INCREASED
VOLUME IN 1936
It yfFRCIIANTS and Department Store Executives should not have to be
XVJL told that the only sure way they can improve their profits for 1936
, is to INCREASE THEIR VOLUME. But the fact remains the many
merchants sit at their desk looking out the window thinking of the “old
days ol the twenties — when they should he planning sales promotions and
merchandising events which will get their volume up to where their increas-
ing overhead will be taken care of by increased sales,
In West Texas we have every reason to expect many people to buy
many things they have not purchased before in a number of years. Here are
some of the favorable factors which w ill spell increased sales for West Texas
stores:
Kenneth Collins, vice-president and advertising manager of Cimble
Brothers, New York, told the National Retail Dry Goods Association the
other day that merchants had better gel back to the advertising ideas of
“John Wauamaker, Marshall Field, and others who operated their success-
ful businesses upon the old fashioned theory that on a given day a given dol-
lar volume was accessary for the store and that it was up to the store to buy
tliat much business or quit.
1. 10-Cent Cotton
2. 31-Cent Wool
3. Higher Cattle Prices
4. Big Feed Carry-over
5. Higher Prices for Sheep
6. Bright Agriculture Outlook
On top of this is lhi‘ immediate payment of the soldier bonus which
will bring T*/£ millions of new dollars into this section between now and the
first of July.
' “Aficr all,*' lie said, “when a store has a fixed expense, or a rising one;
when a store has a stationary gross markup of profit, it cannot be criticized
Ioi taking a gamble with extra advertising in an citort to raise its volume of
business. And I don’t call it gambling in the sense of trying to draw to an in-
side straight or hoping to fill out a four-card flush. For since general busi-
ness is improving everywhere, it simply means that since the mass of people
are beginning to spend more money, a store is guilty of criminal inaction if it
doesii l try to tell people more lads about more things for sale.”
But overshadowing all these elements is the threat of inflation—which
is mi obvious that only those who refuse to believe anything hut himbtdglu*_____c
can fail to see it.
Goupled to the national budget for 1936-37 of 6 billion dollars must
now be added 2 billions for the bonus and an additional two billions for work
relief or public works. This is 10 BILLION DOLLARS. This is about the
total of the Allied Debt to this country. This is as much as our government
spent in the war year of 1917. T his is a sum that is unheard of before. Re-
gardless of your economic ideas it means turnover. It means business. It
means someday a lot of people are going to wake up and he among the class
who just missed the boat.
And when it comes to sales promotion, the constantly increasing cir-
culation of the Reporter offers to those who have something to sell the
greatest medium in the history of their business....
1928 Was the Year to Sell...
...1936 Is the Year to Buy!
Mr. Merchant you can turn the heat on sales or someone will turn the
heat on you. Let our advertising department help you carry the message
of new merchandise to your old customers and to the new-comers to
Sweetwater area who never heard of your store.
I
fi
I
1
The Sweetwater
Reporter
Daily - Sunday - Weekly
t
Upcoming Pages
Here’s what’s next.
Search Inside
This issue can be searched. Note: Results may vary based on the legibility of text within the document.
Tools / Downloads
Get a copy of this page or view the extracted text.
Citing and Sharing
Basic information for referencing this web page. We also provide extended guidance on usage rights, references, copying or embedding.
Reference the current page of this Newspaper.
The Sweetwater Reporter (Sweetwater, Tex.), Vol. 41, No. 304, Ed. 1 Thursday, January 30, 1936, newspaper, January 30, 1936; (https://texashistory.unt.edu/ark:/67531/metapth559162/m1/4/: accessed July 10, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; crediting Sweetwater/Nolan County City-County Library.