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Newspaper
Washington Evening Journal
Location
Washington, Iowa, United States of America
Date
Jun 20, 1938
Page
3
OD and AD aimed to start their own business by opening retail shops but differed on customer acquisition strategies. The narrative follows how their contrasting approaches influenced the venture's outcome.
OD opened two stores aiming to attract customers with low prices by cutting expenses. He avoided fancy lighting and front displays, bought large quantities of a few lines to lower costs, and placed goods in windows. The approach failed to draw attention to the new store.
He revised the shop with cheerful paint, new windows, and bright fixtures to flood the space with light. By stocking well known merchandise in limited quantities and rotating window displays, he drew many visitors who became buyers and boosted sales quickly.
OD failed to attract sufficient customers with door to door circulars and hired boys. He switched to newspaper ads reaching thousands daily, delivering news to readers citywide. As ads increased, more customers came, sales rose, costs per sale fell, and OD passed savings as lower prices and better values to customers.
OD failed due to poor turnout and a cash squeeze after a costly sale. He never advertised in newspapers, so few city residents knew his store existed or closed. AD thrived by newspaper ads, drawing readers to fresh stock and steady growth, expanding staff and space as demand grew.
A job applicant asked how the owner built a fine business with many customers. The owner credited creating an attractive store and desirable merchandise, then emphasized advertising to inform the public. He stated they publish news about their service and products and use newspaper ads to reach the widest audience quickly.
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