The evening star and Newark advertiser. [volume] (Newark, N.J.) 1907-1908, 1908-01-24
TO INCREASE SALES.

Replying to a recent letter from a Detroit
commission firm regarding the dissenlinat-
ing of advertising matter and as to the hest
method of introducing American sooE into
the United Kingdom, Consul Albert Hal
stead, of Birmingham, says:
The Birmingham Chamber Of Commerce
is organized solely to promote the interests
of British manufacturers and no cata-
logues or printed matter sent to that cham
Der would do any good. The only possible
result would be 10 furnish men In the same
line of manufacturing with ideas and de-
signs that seemed promising, which they
would endeavor to copy,
Here Is a. population of about 100000
of people, practically all of whom are
within twelve to fourteen hours of Lon
don. A territory of approximately 10000
square miles offers many possibilities for
the sale of articles of high class and ex-
cellent construction properly offered for
sale. The United Kingdom Is a great in
dustrlal nation. The Birmingham district
Is one of the most important centres of
industry. Here is made practically every
thing. There is a decided and a growing
preference for articles of British construc-
tion. There is a considerable prejudice
against articles of American manufacture
which Is based on the fact that British
manufactured articles are made to last for
years, while American manufactures are
thought to be made to last for a compare
lively brief time. A British purchaser
demands stability generally more than he
utIIiduuS ingenuity VI oiiO dSNibiis ! hCi
have also been cases where articles of
American manufacture didSnot come up to
the standard of the sample offered, and
this has hurt American trade. There have
also been cases in which, because of the
pressing demands of the American domes-
tic market, articles ordered have not been
delivered on time, and orders have been
taken by manufacturers who knew they
could not deliver for months after the
time specified.
A British purchaser will almost invariably
continue to buy articles that have, given
sa abstraction. so that the British field Is
one worth culttvating properly. Inc British
purchaser must be shown that 1t is to his
advantage to, purchase the article onered
for sale; he does not jump at new articles
with avldity, and requires proof OF their
utility and of their especial advantage to
him. 1t will appear immediately that II
is impossible to satisfactorily introduce ar
ticles, with such a national habit, through
ordinary agents or merchants. The Ideal
way of introducing articles In the United
Kingdom is by means Of a permanent
agency located alta central point. The mar
In charge OF this agency should know the
British field thoroughly. and have the art
Of craftsmanship as well. He should have
entire charge of the whole British ter
ritory, with authority to employ such as
%sistants as are necessary; This means q
large initial expense, which must be re-
garded as a capital outlay.
In other words, 1t is not wise to expect
immediate profitable results from an en-
trance into the British market, II takes
time, patience. and capital to cultivate
the field successfully. The use OF mer-
chants or general agents may bring some
results but can never bring results as salts
f~actorily as the agency method. This opln'
ion is based upon the experience of mans
men In the British field. Of other %consuls
and myself. 1t is slow work to enter tht
British field, but when 1t has been entered
successfully the results are lasting. l neeC
not emphasize the highly-competitive char
acter of the British field. Here you hav'
a country, entrance into which is possible
Without the payment of duties save on
few articles. Consequently, In addition L
the keen domestic competition, the Amer
lean manufactures will have to meet wit
the competition OF Germany. France, Italy
Holland and other industrial countries:
The British purchasef docs not like t.
pay for goods (. o. b, New York or at an!
other American port. He likes to know
what the goods Will cost delivered to him
he does not like to pay for goods that b.
has not ~seen-that may not be up to tn
standard OF the sample or may come broker
and Ia bad shape. He gets time for pay
ment, and when he pays cash expect
liberal discounts.