The Washington herald., 1908-01-15

Our many failures in the held OF Tor
elgn trade have already begun to teach
us a different line OF procedure. The
patient work of our consuls is beginning
at last to bear fruit. The American con-
sular service Is acknowledged to be tbs
best In the world and after 1t has been
patterned the service OF other nations.
1t has been discouraging to these earnest
men, however, to see their reports ig-
nored. their suggestions in regard 70 trade
opportunities set aside, and billions Of
dollars diverted to other countries when
a little effort on the part OF America s
manufacturers would have brought that
sum into American Golfers.
The failures We have made have caused
sudden awakening, and already the
ubiquitous Yankee drummer IS making
himself known In remote countries. and
Is beginning 20 modify his ideas to suit
those OF his prospective purchasers. He
Is ready TO learn the languages OF the
countries with which he must trade, and
to sell the goods the people want He
can soon laugh at the young fellow who
insisted on trying 10 sell a cargo OF
heating stoves in Para. Brazil, and al
the enterprising youth who Invested his
all in corn salve to be sold the bare
foot Japanese. He is learning 10 study
climatic conditions and the customs and
needs Of a people before unloading his
wares OF them.
American statesmen have gone after
trade. and they are going TO get II. There
is the Singer Sewing Machine Company,
for instance. whose wares are doubtless
more widely disseminated throughout the
world than those of any other manufac-
turing concern in existence. The sales
men OF this company have penetrated
every country on the globe, and In the
heart Of Morocco the Singer sewing ma
chine is the only evidence of American
enterprise. The statesmen studied the sit
uation there, too, and the machines they
ordered for the use Of the women in Fee
were small ones, turned by handpower,
and suited to operators who sat upon the
floor
4 young American salesman In Cuba
had q proprietary medicine that he was
anxious 10 bring 10 the notice Of the
people. II was a cure for skin diseases,
and as a large percentage Of the pOpula-
ton he saw was afflicted that way, he felt
no had bonanza If he could only bring
il 10 their notice. a million and a half
prospective customers We're on the island
he felt they needed his wares, but how
to make them understand the character
Of the stuff he did not know. He was
willing 70 advertise and had plenty Of
money 10 spend that way, but what
would be the use Of printing advertise
faents that many could not read? Bill
board advertising was out Of the CUES
ton in a land where heavy tropical rains
and q torrid sun put the best posters out
Of commission IN a short time. He brought
his Yankee ingenuity 10 bear on the sub
feet. Curiosity must be aroused somehow,
and as cod-liver oil was one OF the chief
ingredients. he decided TO use the picture
OF q FISH IN some way. But how The
Cubans are great on band concerts, and
thousands gather each night on the plaza
70 hear the music. He devised series
Of pictures to be thrown on screens by
nashIight. and between inspiring scenes
OF bun nights and skirt dances there ap-
peared time and again each night q giant
fish There was nothing TO explain the
reason for this fish, and curiosity soon
reached a white heat Then questions
began to be asked. and in q short while
the clever fellows medicine was in gen
eral demand.