rainy season, hints
for weddings in June, light clothing for warm-weather wear, and so on
through the whole range of merchandise, keeping the business before the
public all the time with something new, attractive, seasonable. Where
"Special Sales" are inaugurated, such as "White Goods Sale," "Special
Furniture Sale," etc., shoppers from out of town are given an
opportunity to participate in any advantages they may bring through the
medium of the newspaper advertisement as far as it reaches, and through
such special distribution of advertising matter relative to these sales
as is consistent with anticipated profits. The Christmas season is
specially considered, the gift question in all its bearings duly
studied, planned and provided for in advance. Tuning the business up all
the time, keeping at a safe distance any danger of a relapse or "that
tired feeling," which may almost unsuspectingly creep into a business,
by administering these special advertising tonics, new, interesting and
helpful, the result of well-studied plans.

This process of continual construction is not built up alone by keeping
in constant touch with customers already secured, but by reaching out
for new trade among new people. Getting new names. Regular customers, on
request, readily contribute the names and addresses of possible
customers in their immediate vicinity. Special appeals made to special
classes, for a consideration, usually result in securing satisfactory
lists. These lists as received are compared with names already in use,
and all duplicates struck out, thus providing against the possibility of
sending the same matter to the same name twice. Securing these new names
is simply a part of the natural development of the catalogue trade.
Wisely considered, the development is both from within and from without.
From within, by adding new stocks to the business from time to time, as
space, resources and abilities permit; and from without, by adding new
and increased numbers to the purchasing list. From within, by getting
more goods to sell; and from without, by getting more people to buy. Not
only continuing to sell the same goods to the same people, but getting
more goods for these same people, and more people to buy these goods.
Instead of having the _dollar_ sent to some other business for lack of
goods, get that _dollar_ by having the goods, the effort being made to
build up the business and develop it on the lines of selling all the
peop