Today’s market place is very different than forty-years ago.  Forty-years ago if you wanted to open a business you had to have upfront costs, property, large amounts of inventory, and your best bet for advertising was the local paper and direct mail pieces.  Of course, this took a lot of effort and even more money.  You had to hope and wait for people to get your ad and decide to come and purchase a product from you.  Going out and getting them to come into your store would have been a difficult feat.