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PART 3. CONCLUSIONS. The sooner the small town daily awakes to the
opportunity of giving better service to its people the more
difficult it is going to be for the distant metropolitan newspaper
to gain or maintain a foothold for circulation. Through greater
co-operation our small town newspapers are going to provide their
readers with condensed and complete financial and market reports,
with summarized national and international news, and emerge from
that antique notion that the presentation of local news is their
most important function. As long as the progressive people of any
one of a hundred or a thousand towns are forced to depend upon the
big city newspapers for the vital general news they must have the
local newspaper will be considered as merely a petty and
inefficient home product. Modern manufacturing and salesmanship
through effective newspaper advertising have made it possible for
any town or city to develop sales for best standard goods of all
varieties just as handily as in Chicago or New York City. Our
newspapers should educate their readers more generally to realize
that if they will patronize home town shops for the same goods they
go to New York or Chicago for the local dealers can afford tocarry
them in stock, and the traffic will be beneficial to the whole
community. Manufacturers of all standard goods are desirous of
having as wide a distribution of their wares as they can develop
and may be counted upon to back up with advertising any efficient
work upon the part of newspapers to create keener buying sense on
the part of readers. The woman who will journey hundreds of miles
to buy a pair of Gossard corsets or a special suit should be
brought to realize that the same goods can be bought in a home town
shop and probably for less money than...
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