The San Francisco call. [volume] (San Francisco [Calif.]) 1895-1913, 1895-07-12
THE CIGAR BUSINESS.

The declaration made by the local Cigar
makers Union that we annually send out
of the State between $500, 900 and $500, 900
for cigars of Eastern manufacture is
astounding, and it may be taken as indi-
eating the enormous sums which we send
away for the purchase of other commodi-
ties of kinds which we manufacture. That
we are able to bear this incredible drain
and at the same time remain the most pros
porous State in the Union is a wonderful
thing.
The union has adopted a blue label, a
fac-simile of which The CALL published re-
Gently. This label will serve as guide to
all smokers who understand that these
cigars are as good as if not better than any
other they can buy and who have the
wisdom to appreciate the Importance of
patronizing a home industry. But cigar
smokers are generally needless and in a
hurry. They become accustomed to a GER
tain cigar, invariably one that has been
generously advertised, smoke it for a time
and then likely change to some other,
which also has been largely advertised.
Although deeming themselves very fas-
tidious and excellent judges of cigars it is
uncommon for them to make experiments
upon which to base a Judgment indepen-
dent of cigars notoriety through adver-
Using.
And yet there are Observation-Disclosures
in the City to-day who sell enormous guam
titles of particular brands-which they
have advertised. We have in mind one
manufacturer who has an extensive trade
in brand all across the continent. When
the Cigar-makers Union informs US that
this or that amount of money is annually
sent East for cigars it should at the same
time give approximate figures of the
amount which we draw from the East for
cigars of our own manufacture, and which
are sold by the enterprise of the makers.
We think it will be found that the figure is
pretty large. though of course it cannot
nearly offset the other. And the union
should remember early and late that we do
not sell a single cigar in the East that we
do not heavily advertise.
A newspaper publisher is in a particu-
larry advantageous position for studying
the art of advertising as it is practiced in
various parts of the country. Sectional
peculiarities of the most instructive kind
P1CCCAb OA1OL1oCAfCo W 11lIu II SbuQy VI
his exchanges, and he can form correct
estimate of the progress of any section
from the extent and methods of its adver-
Using. One of the things that San Fran
cisco publisher has learned is that the
Eastern competitors of California manu-
facturers have conception of the value OF
advertising which our own people, with
some exceptions, have not yet learned to
comprehend. Advertising is one of the
most intricate and diversified of modern
arts, and as rule success in manufacture
and production may be measured by an
understanding of its principles.
This aside, together with its vital bear.
ing on the cigar-making industry of Cali.
fornia, it might be profitable for the Cigar.
makers Union to inquire whether it has
exhausted all the opportunities within its
grasp for advancing It's interests. Taking
| it for granted that this is one of the most
| important of our industries aud that it is
the duty of every intelligent citizen to fos.
| ter it, it is proper to make allowance fol-
| the carelessness of consumers and not to
blame them for what perfect candor on
our part may cause US to realize are oul
| own shortcomings.
| The Manufacturers and Producers AS.