The White Pine news. [volume] (Ely, Nev.) 1906-1910, 1907-09-04

stores stretch from the Atlantic to
the Pacific. ard into Europe.
Half dozen imitators have
sprung up. and nearly a score of shoe
manufacturers are trying advertis-
ing of one kind and another. The
old-line shoe men who enthusiastical-
y predicted unhappy things are
vaguely wondering what they can do
10 keep in the game. 4 new set of
conditions has arisen. and they must
travel swiftly to keen up with the
procession.
Something like million to a mil
lion and a half dollars have been
spent advertising the Regal shoe An
offer of So. 900. 600 for the Regal shoe
trademark would be refused.
Certainly the s1.500.000 invested
in advertising has brought reasonable
returns in ten years. particularly
when you consider that the business
has been conducted at a satisfactory
profit during all that period.
Not many years ago a German
chemist ont in Newark began the
manufacture of talcum powder, and
used his picture as a trademark. One
day last winter l was standing at q
drug store in country town in Nir-
ginia when a colored girl asked the
clerk for a box of powder wit de
face on it
THE clerk may have been a substi-
tutor or he may have honestly mis-
understood at any rate, he handed
out a box of cheap powder with a
baby's head where Menen's should
have been.
/" No, sah,' said the girl 'missis
wants de kind wit de mans head.
And she got Mennen's. | have it on
good authority that Mrs. Mennen re-
Gently declined an offer of 81 zoe. 900
cash for the business. She certainly
did wisely, for if reports are not
badly twisted, her profits are more
than 25 per cent year on that in
vestment.
The average manufacturer is in
bondage TO some one. His distribu-
tor, mis- jobbers, his statesmen or his
retailers have him at their mercy.
He recognizes these elements as
his mediums of distribution, and is
afraid of them. So far | have been
unable to find manufacturer who
was willing to throw up both hands
and acknowledge this. Once in a
while | accuse one, and his attempt
to deny takes the form of offended
dignity or a weak apology.
THE manufacturer selling an adj
yertised trademarked article is alb
solutely independent The only class
to whom he is responsible is the GUS
toner, and SO long as his goods are
/ up to the standard and his advertis-
/ ing sufficient. he need not worry
about the customer. If his advertis.
/ ing is right. and his goods right, the
retailer finds it easier to sell then
than to explain why he fails to keel
/ them.
THE average merchant is sensi
/ tive. If he hears few calls for al
article he begins to wonder if he is
not losing trade by not having it il
stock. If the calls continue his wor
ry increases, and by and by his re
sistance is overcome and he buys the
goods. Once in stock they will stay
i there if the demand continues.
THE question of price is not diff
ficult on advertised trademarked ar
ticles. Take r e G corsets as an il
! lustration: Sold from manufacturer
to dealer-no jobbers-at fixet
prices; no cut, except odds and ends
and even then permission is usually
asked of the r & G company.
THE statesmen, the johber, the dis
tributor of an advertised trademarket
article are in their proper places
they are the assistants of the manu-
facturer, not his bosses. When thu
manufacturer trademarks his pro
ducts he is making a step in the RICH
direction. When he signs a contrac
to advertise that trademark he i.
signing the declaration of indepen
dence
1--WE begin at the beginning b,
creating the trademark. That is tc
say, after careful investigation ant
/ planning, we submit designs appro
pirate to the article to be trademark
/ ed
Sometimes we are able to produce
/ trademarks that are strikingly orig
! inal and expressive-always we car
/ find something that is sane and adj
yertisable. Next we have the trade
mark registered at Washington, in
the manner provided by law.
I'VE first make sure that our eli
ent is not infringing upon any other
!
| he is protected by registration in the
1 broadcast manner possible After that
we plan an advertising campaign thai
will give the trademark a permanent
/ tangible value by creating for the
merchandise a satisfactory demand al
profitable prices This advertising
campaign may consist of the use OF
magazines, newspapers, billboards
street cars-all of these mediums, OF
a part of them; or it may consist OF
/ trade paper advertising, booklets, OIL
/ direct work on the consumer or the
i dealer.
1.-The plan that has brought success
10 one advertiser may produce moth
1 ing for another Your business must
be carefully studied, and a plan es-
pecially prepared to meet your con-
ditions."