The morning call., 1892-09-04

travel and observation an EXTENDED expert
ence, he finally concluded 10 turn his atteD-
ton 10 business, and IN 1885 entered his
fathers establishment and grew up into an
intimate knowledge of the affairs of TIE
firm, so that when the time came for him to
take the helm he was admirably equipped
in all the details and practical knowledge OF
the business to conduct IL upon Its success
ful and profitable career. The firm had
for many years been largely interested in
the Central Milling Company and had
handled the product OF the mills III TINS
market While the product of the mills
was well known and deSeryedlY popular no
especial efforts had ever been made 10 eX
tend the demand until the present Mr..
Dingey took charge Of the business, but on
assuming thu management of affairs lie de-
termined To try the effects of liberal adj
yertising policy and the results such con-
summate yindiCatiOn of the benefits OF
iudc0uS and extensive advertising that II
deserves 10 be made an especial matter Of
record. There IS no one In this city VINO
has not heard of "Drifted Snow" -four and
has remarked upon the original and eX-
tended efforts made to attract public atten-
ton 10 lis merits. The gigantic sign which
crowns the apex Of the ferry building Is an
instance ia point. \ one can leave or ap-
preach the city without having his atten-
tiou attracted to this particular brand OF
-four, and in addition to this, there Is
has not q similar Sign prominently dis
played. Mr. Dingley, in addition to these
methods, employed the medium o. the pub
lie press so judicluusly that not single
person IN the city remaied without
knowledge of what DTfted Snow -four
meant. The old houses we're incredulOus
for while and thought that so great an in
nOyatlou IN the prevailing methods OF dofng
business and the expense In advertising
staple product were neither necessary nor
justlhabe and predicted a failure. but tile
result fully justified Mr.. Dingleys sagacity
in the matter. for the sales OF "Driited
Snow" which had averaged but a few
thousand barrels per annnm prior 10 his
management, went up by leaps and bounds
until at the present time this market takes
into the hundreds Of thousands and has
usurped the position once &C upied by the
older brands aid all the time Is increasing.
In fact this brand Of -four commands the
larger proportion Of tile whole local COLI
sumption. The incredibly Of the Old dealers
III the lace OF this practical eXemDllhcatlon
OF the benefits OF effective advertising has
vanished. Il is also 10 be noted that as a
result Of the immense demand for the
"DIifted Snow brand of -four. which has
/ 50 rapidly concentrated to itself the local
| trade, has grown the combination or trust
among the larger producers of flour OF the
State by which uniformity OF brand and
quality is to be maintained and no one
brand is to be given particular prominence.
The milling interests of the firm Of DiDgley
4 Co. have been absorbed by the new COM
psny upon most advantageous terms and
the popularity of 'Drifted Snow" had much
to do with the high prlce paid.
Though still lacking some months of be-
ing IS years old Dir. Dingley has shown re-
markable Judgment in the management of
the affairs of his business, and since lie has
taken charge II has grown in volume con-
| tinually and IS being added to daily.
Besides the transactions of the firm in
| -four and produce it also handles the prod
! uct OF the De Haven Lumber Company of
! Westport. the Tacoma aud Roche Harbor
| Lime Company, aud employs a feet of
| steam sehoOneTs and sailing vessels in
| Transporting the product to this and other
| markets Commenting upon the success of
his original advertising methods Mr.. Ding
! ley remarks: Given a good article, such as
! Drifted Snow flour, in order to populariZe
| il, judiciou5 advertising ia the press and by
| other methods is necessary aud adVanta-
| geous, and when this agency is properly
| employed the result IS sure. In our own
| case" said Mr.. Dingley, ''the thousands OF
dollars that we have expended in advertis
! ing our brand of -four has been returned *
us over and over again"
| Mr.. Dngley is too much absorbed in bust.
| ness affairs to be able 10 give much atten-
ton to politics. He confesses to having nc
| political ambitions and confines his atten
! tiOn solely to the management and building
! up OF his growing aud diverse mercantile
| interests.