The record-union. [volume] (Sacramento, Calif.) 1891-1903, 1896-07-05

of the maximum of Industrious people
and consequent comparative prosperity
for all.
But if this sentiment is commendable,
it remains that there is another against
which it is hard to battle, and that will
be overcome only after a long time ana
much education of public taste. The
sentiment is that referred to in the
Bulletin" article, the memory of the
things of the East for one thing, and at
tachment to brands for another, while
the idea that an importation, because it
is an importation, is better, goes
long way to discourage the consump-
ton of home products.
But there are other factors to be CON-
sidered. One of these is the fact that
home manufacturers do not make the
people familiar as do the Eastern peo-
rle. with the brands of their goods. The
Eastern producer is persistent adVer-
tiser. He makes mis- brand and it's
praises so familiar to the eye that wnen
desire is to be satisfied the mind at once
recalls the advertised brand. Take 1t
in the matter of boots and shoes, how
many people can name a Cahrornla
brand of that product, while every other
man and woman one meets can name
Como ONE on. more makes" of Eastern
boots and shoes. So. too. with a long
line of jar and can goods, and a great
LIST off products which we produce, and
that are lust as good as the imported
article. but with the brands of which the
people are not familiar.
Some time ago the Record Union
urged that home product exhibition
be held in this city, at which only arta-
cles produced in this city and vicinity
should he shown in one class, and artl-
Giles produced in California outside OF
this county might be shown in another
class. The idea embodied in THAT sug-
cestion was that of advertising to the
neople a knowledge of home manufac-
lures and production which 1t is safe 10
assume they do not now have. The fact
that the Eastern merchant and manu-
facturer is a good advertiser and per-
sistent one, very largely accounts for
their success among us. The examine
tion of the advertising columns of the
California press will prove this.
Another reason to be taken into &C
count is that the Eastern product is sold
at a lower figure in most cases tnan the
home product The production and
manufacture is so much greater in vol
ume there than here, that there is con-
tent with a much smaller margin on
profit. while the California manufac-
t,mer with a much smaller area for dis
posal of goods and a greatly limited CD
entele. and hence a far smaller volume
of output, feels it to be necessary to real
ize greater profit, or, as is PROBABLY true
in many cases, his cost of production
and manufacture is really higher.
The great mass of the people wish to
get as good an article as they cam for
the least possible money, and hence
there is enormous sale of goods where
the asking is not for particular brand,
while who makes the goods and where
they are produced cuts no figure. The
East as a rule can for the reasons given
undersell us, and hence under such ask
ing our manufacturers suffer.
There are still other reasons which
suggest themselves, but it is not neces-
sary to catalogue them all. But de-
spite all that is to be said regarding
sentiment, cheapness and attachment
to brands it remains that 1t is a duty
to conserve home manufactures and
home production by consuming Califor-
mia goods even at some sacrifice. That
course persisted in for a considerable
time would bring California products
into greatly more prominence, and
manufactures to a large extent, and
finally enable makers and producers TO
more evenly compete with the produc-
ton of the East in the scale Of prices.
But the home manufacturer must by all
manner of devices advertise his product
rot systematically and infrequently, but
boldly and persistently, making the out
go to that end a part Of the risk and
venture. When he does this he will be
able to make note CT an agreeable
change in the volume of his trade, ITO its
betfef-Yf1sa1t