The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1890-10-09
NEUTRALITY-SUSPICIOUS.
OF THE VALUE OF
PRINTERS' INK.
What Advertising has Done for
One Man it May for Another.
TART in Advertising. |

Several things have occurred lately
which should direct the attention OF
thinking business men toward the sue
cess of firms who have been known as
bold advertisers.
A short time ago the manufacturers
of ''Ivory Soap" Messrs. Proctor &
Gamble, sold out to stock company
and their proved statement showed
that the net profits on the business for
the past three years had averaged more
than $50O,0OO per year. No wonder
"Ivory Soap" floats.
A still more recent case is that of
Coates, Son & Co., the great thread
manufacturers, whose lithograph and
circular advertising has covered the
face Of the globe. In selling out the
private concern to stock company the
profits sworn to have averaged 50, $780,
24O year for the past seven years !;
for 1889 they were $2,373,875.
When the Royal Baking Powder Co.
was called upon to make a statement
in court Of their profits they proved up
a net profit Of s72O,0OO for the year,
and this has no doubt increased during
the past two years.
Take the firm who make Allcock's s
Porous Plasters it is said that this one
item nets profit of 100000 year.
Suppose you are jobbing drug firm
and you want to buy Allcock's Porous
Plaster-you have got to have them or
your trade will leave you; no drummer
ever calls upon you to sell these plasters,
so you have to 60 and buy them your
self from the manufacturers. When
you get to their office and apply at a
small window, like telegraph boy at
brokers' office, conversation some
thing like the following occurs:
Customer would like to buy a
large quantity of your plasters, and
want the best prices.
z. p. Man-All right five per cent.
off on car load, cash in advance.
CustOmer-But a car load is too
many.
P. 2. Man-Then you don't get the
five per cent,
Customer send me car load
with bill.
p. P. Man-We don't deliver goods
send your check and we will dump a
car load ON the sidewalk; you can cart
them away yourself. Good-day.
You 60 away with sublime respect
for the power of advertising.
Suppose you are a grocer and want
Tor rather are force6 to buy Pearline,
out of which old Mr.. James Pyle and
his sons draw some $4OO, 900 profit a
year. You will find that Messrs. Pyle
don't care a snap whether you sell
Pearline or not, and don't give you
enough profit to keep your best girl in
soda water. They have advertised
Pearline until it is independent of the
grocery trade; they have made people
want it, and you must supply Pearline
or go out of the business.
The Potter Drug and Chemical Co..
of Boston (of whom, by the way, Mr..
White is now the head, though he en-
tered the company's service as an errand
boy,) spend 100000 a year in adver-
tising, and make an annual profit of
something like 100000.
The Eastman Dry Plate Co., of
Rochester, started their kodak by
spending about $4,000 for the first
year, and drawing out something like
$4,000 in profits during the next
twelve months.
Ivers & Pond, the piano men, of
Boston, took up magazine advertising
a little over two years ago, and spent
money literally but carefully, and fol-
lowed up the correspondence secured
through their announcements promptly.
The business has increased exactly
threefold.