Los Angeles herald., 1908-11-08
EXPLAINS VALUE
OF ADVERTISING
CONSIDERS PRINTERS INK" A
COMMODITY
USE OF NEWSPAPER PAGES NO
LONGER EXPENSE
High official on Hartman Lines Tells
Fruit Growers How to Create
New Markets for Their
Products

| 6AONCAt 1AA0 C1PSlAaAAS W NAAS WV
men who are directly interested in the
range and lemon industry of Southern
! California, according to E. o. McCor-
mick of the Hartman lines. This In
| dustry has added $16,000,000 to the ma
tional wealth during the past year, and
| Mr.. Mccormick in an address told the
members of the California Fruit Grow
ers' exchange at their convention i'll
! Kansas City last month, how they can
| increase the use of their product and
| make it even more important in the
markets of the United States. Mr.. Nc
| Cormick said in part:
1T has ever been a wonder to me
/ how 1t can be that men and organiza-
| tions can muster up the courage to put
| large sums of money into lands, factor
les, machinery and materials; incur big
/ pay roll liabilities and other obliga-
| tions, and then, when it comes to the
most important factor Of all-that or
making the product known, or, in 9TH
| er words, making the people want 1t,
hesitate-consider the publicity as
something apart from the business-a
| something to be, or not to be done.
| dependent on the judgment, or perhaps
whim of some individual-or think of
1t as an expense, or, say, gamble. 1t
| seems to be true, however even in
these days so full Of precedent, that
many manufacturers, merchants, and
dealers who are never satisfied until
| they have the very best procurable in
machinery and men, location and ma
| terials either fall down entirely when
| it comes to advertising, or do Ii with
such half-hearted interest and doubt
| that such trials as they reluctantly ac-
cede to are failures. Perhaps 1 should
not term them failures in fact; they
are not generally failures as far as they
go-but rather failures because they
don't go far enough.
Advertising is a Commodity
Now If 1 can aid in dispelling
doubts which may be entertained by
any of the members Of this associa-
tion as to the efficiency OF advertising
for promoting its business-enlarging it
where 1t is already established, ex-
tending 1t into new regions, 1 will be
doing about the greatest service 1t is
| in my power to render you. To start
with, you must recognize advertising
as a commodity. 1t is imperatively
necessary that you get this truth fixed
firmly in your minds before you can
hope to give it that broad considera-
tion which its Importance demands.
Get away at once and forever from
the idea that it is an expense. 1t is not
an expense; 1t is a commodity; Just
as necessary a commodity in the SELL
| ing of oranges, as business is con-
Quoted today, as are the oranges them
| selves. l do not mean by this asser-
tion that you cannot go on selling
oranges forever without any advertis-
ing; but If 1 understand Alright, one
of the purposes of this convention is
to see if means can be devised which
win increase the consumption of or
anges and thereby increase the sales
of the product.
The Law of Average
"The Lord & Thomas advertising
agency argues strongly on the law of
average, and claims that 1t is the only
thing that is absolutely certain in adj
vertising The point they lay stress on
is: What one man likes or wants forms
no criterion. When a thousanG, at a
certain expense, are led to spend GER
tain amount, you have an absolute cer-
tainty. The millions will do what the
thousands have done This appeals to
reason.
This agency is advertising its own
business by published announcements
that it is paying a man $1,000 week.
AS chairman of a committee OF sixteen
of their advertising experts he has the
last word In the determination of the
plan and scope of campaigns. And the
agency also advertises that this high
salaried man is worth all 1t pays him.
In conversation with a mutual friend
regarding this expert the former re-
marked, He doubled the Van Camp
Bean business 1t is hardly necessary
to dig into verified statistics before we
assert that the most of this increase in
the Van Camp business is from people
not heretofore bea heaters. / feel quite
sure that those who have been won
away from other bean preparations con-
stitute but a small proportion of the
increase.
There is no mystery or magic about
advertising-that is to say, no more
mystery than attaches to doing any
other thing well. 1t is not an expert
ment. Properly done it is simply good
salesmanship. 1t does simultaneously
in a thousand or a million places what
an individual can do only in one place
at a time Paradoxically 1t not only
does not supersede the salesman, but
is his greatest ally. The better the ad-
vertising the better the ally. It is the
advance agent of the salesman.
"smokina Advertising"
'I was much impressed by the re-
mark of a character in a short story
in a recent magazine. In conversa-
tion regarding a rival establishment
the author makes him say, That stores
stock is not as good as mine; the Gus
toners smoke advertising The re-
mark implied that the people who get
things at the rivals place thought they
were getting better articles, because
the advertisements of that concern told
them so; and it was so to them-as
long as they believed it. Why do peo-
ple eat the modern breakfast foods?
WHY do you call for White Rock or
'Clysnic or 'Sun-Ray' water? Is it
because the food, or the water, Is really
superior to all others? Is 1t because
you must have that particular brand;
that you can't get along without 1t?
Thousands of people now wear nothing
but Douglass shoes, other thousands
none but Emerson, or Hanan, or some
other make. 1t is not in the least un-
fair to either of the firms mentioned
to assert that the material which has
been most potent in securing and re-
tanning this or that thousand persons,
is the. advertising
The Value of the Newspaper
"Reading the newspaper is as inti-
mate a part of our every day life as
sleeping and eating. 1t is a rare per-
son who does not at least glance over
his daily or weekly paper, and to the
great majority of people it is the only
avenue open to their minds accessible
to those who have things to sell. The
| peculiar strength which is all It's own
| is we'll put by a rebent writer In the
| following words;
""The newspaper carries suggestion
into the family circle at leisure mo-
ments in parlor or library. where no
| salesman Is ever permitted to enter
1t is In closer touch with and exerts