Here is the first chaper.
I have scanned it, and hit it with some OCR software, it takes up less space as text compared to a Jpeg.
A Word to, the Picture and Art Dealer
THE successful Picture and Art Dealer is the one who watches his business carefully, and studies to buy goods that will sell. He gets as near to a cash business as possible and takes advantage of cash discounts. Buy for cash; sell for cash, is the best rule any dealer can aspire to. If you cannot pay cash, strive to get as near it as possible, and be very particular to meet all obligations when they become due. This habit will do more than anything else to insure your success, in business. Buy good goods and sell them for good prices.
THE live Picture and Art Dealer is awakening to the fact that he must add new goods to his regular lines. A visit to several leading stores in different cities reveals the fact that art wares, art lamps, art clocks, art electric lighting fixtures, art rugs and other goods are finding a place in the Picture and Art Store. Added to this are camera and photo supplies, postal cards, art stationery, art books, art fancy goods, art cabinet ware and art wall papers, and yet the list is not complete. And this is just as it should be. We are decidedly in favor of the dealer adding any goods, provided they are the best and most artistic of their kind and will not reflect on his business. But even here a point might be strained in favor of goods which, can be sold at a profit, even if they were not in the art line. ' In our opinion the dealer, who from a sense of dignity, refuses to touch anything not strictly in accordance with the old fashioned picture and art ideas, makes a mistake. Those dealers who can afford to run the old fashioned picture and art store as they did twenty years ago need no advice from us.
MANY Picture and Art Dealers are satisfied with too small a per cent profit business, when they should could make more if they had the right idea of their business. The average Picture and Art Dealer needs more backbone. He needs to realize that he is, in one sense, in a high grade of business; a business that, requires qualifications of a s pecial .nature, and of a superior order, and which should command a higher renumeration than the ordinary business. He must remember that he is not farming, neither is he in the grocery business, consequently he should get a superior compensation for his labor and capital invested. Moreover, to a certain extent tent his business is a luxury, and luxuries never sell like flour , and sugar. Therefore, when he makes a $ale he should aim to get the largest consistent profit. He need seldom fear that he is getting too good a profit. The successful man who conducts a Picture Store carefully figures up every cent of expense involved in the purchase of his pictures, frames and other wares. He then adds the actual expense of running his store, cost of help, rent, insurance, deterioration in stock, advertising, and all other necessary expenses. If one hundred per cent is then added for profit, it will be found none too much.
AND even 100 per cent may not be enough on every class of goods. There must be good business judgment to discriminate in the matter. The point we wish to enforce is, that more money can and ought to be made, in this class of business. We cannot give exact advice on this important subject, only a cautionary hint. There are some goods, some mouldings, or frames, for example, as we have stated, that the above suggested 100 per cent for a reasonable profit would not be large enough.