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Bill Fishman of Bill Fishman & Affiliates, Marketing Services, Inc. will be a regular columnist in The Merchant Magazine starting with this rssue.

A dynamo in the retailing and advertising business, he will share with our readers his philosophy of merchandising. "Today, the smaller independents have to become sharper merchandisers; better retailers," he says.

"Most independents don't know it, but they have a great edge over their competing giants. With a little imagination, a little sweat, a little cooperation from trade associations and-suppliers; the independent can use his flexibility to sfrengt}ren his penetration within the marketplace. Most independents who react quickly and efficiently to newcoming competition find that their efforts expand the market and their volume and profits increase. ' '

Fishman's columns will provide the push you need plus the knowhow to carry out his innovations. Over the months he will elaborate on making the most of your square footage, signs, display, graphics, all types of advertising including co-ops ads, marketing, inventory, employees, and wooing the customer.

The idea or the gimmick is not the whole ballgame, Fishman maintains. "Advertising is a tool of the merchandising office. You can't use advertising to unload a buyer's mistakes. You have to present wanted merchandise in the ads to make them profitable. The role of the retailer today is no longer that of an outlet for his suppliers' production, but rather a purchasing agent for his customers."

The wise independent is finding ways to offer his customers the same professionalism as the giant chains, according to Fishman. He knows he must service the consumer of the '80s. Crisp clean store layouts, attentive, trained store help, an adequate merchandise mix, and an effective promotional plan are musts. Even those dealers who have the only game in town recognize that they must promote wisefy to secue their position in their own market.

Columns written by Bill Fishman will tell you how to make the most of what you have and how to recognize ways to improve even the best of situ(Please turn to page 58)