Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1908-11-27
ADVERTISING As
TRADE COMMODITY
Idea That Advertising Is an
Expense Gives Way to Cor
rect Understanding
NEWSPAPER is "A READY AID
High Official of Hartman Lines Tolls
Fruit Men That Judcious Advertis-
ing Will Create New Markets for
Their Observation-Disclosures Under
standing of Business Works Miracles

Advertising Is matter of deep per-
especially to the 5000 men who are
directly interested in the orange and
lemon industry Of southern California
according to Mr.. E. o. Mccormick, OF
the Hartman lines. This industry has
added $16,00,000 to the national
wealth during the past year. and Mr..
Mccormick in an address told the
members of the California Fruit Grow
ers' exchange at their convention in
Kansas City, how they can increase
the use Of their product and make it
even more important in the markets
of the United States. Mr.. Mccormick
said in part:
It has even been a wonder to me, how
it can be that men and organizations
can muster up the courage to put
large sums OF money into lands, fac
tories. machinery, and materials; incur
big payroll liabilities, and other obli-
cations; then, when it comes to the
most important factor of all - that
of making the product known; or, in
other words making the people want
it; to hesitate - to consider the pub
licity as a something apart from the
business - something to be, or not
to be done, dependent on the judg-
ment or perhaps the within of some
individual or to think of lit as an
expense or say gamble 1t seems to
be true, however, even in these days
so full of precedent. that many manu-
facturers, merchants, and dealers who
are never satisfied except they have
the very best procurable in machinery
and men, location and materials, either
fall down entirely. when it comes to
advertising, or do it with such half
hearted interest and doubt that such
trials as they reluctantly accede to-
are failures. Perhaps should not term
them failures in fact: they are not gen
orally failures as far as they go-but
rather failures, because they don't &c
far enough.
Advertising is Commodity.
Now if can aid in dispelling doubts
which may be entertained by any OF
the members of this association, as to
the efficiency of advertising, for pro-
noting its business charging it
where 1t is already established, ex-
tending 1t into new regions, / will. be
doing about the greatest service it is
in my power to render you. To start
with, you must recognize advertising as
a commodity. 1t is imperatively neces-
sary that you get this truth fixed firm
ly in your minds, before you can hope
to give it that broad consideration
which its Importance demands. Get
away at once and forever from the
idea that it is an expense. 1t is not
an expense, it is a commodity; just
as necessary a commodity in the SELL
ing of oranges. as business is conducted
today, as are the oranges themselves.
do not mean by this assertion that
you cannot go on selling oranges for
ever without any advertising; but If
understand right, one of the purposes
of this convention IS to see if means
can be devised which will increase
the consumption of oranges and there
by 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 it 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 thousand,
at certain expense, are led to spend
certain amount, you have an abso-
lutte certainty 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 committee of sixteen
Of their advertising experts he has the
last word in the determination of plan
and scope Of campaigns. And the agency
also advertises that this high salaried
man is worth all it pays him. In con-
versation with mutual friend regard
ing this expert the former remarked,
sHe doubled the Van Camp Bean bus
mess" It is hardly necessary to Dc
into verified statistics before we assert
that the most Of this increase in the
Van Camp business is from people not
heretofore bean eaters. feel quite sure
that those who have been won away
from other bean preparations constitute
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
craftsmanship. 1t does simultaneously
in a thousand or a million places
what an individual can do only in
enc place at time. Paradoxically it
not only does supersede the salesman
hut is his greatest ally. The better
the advertising the better the ally. II
is the advance agent of the salesman.
1t predisposes the dealers and the pub
lie and clears the route of the sales
man of many Of its thorns Good sales
manship is the ability to induce peo-
pie to buy your things equally with,
or in place Of, the stuff that others
have to sell. If iudicious advertising
will assist in creating a demand for
oranges 1t will add much to the chanc-
es of the success OF the salesman in
his work That it will do this may be
predicted on what it has done in 9TH
er fields. If You look for evidence of
the results Of advertising you may
pick 1t up in the things you do every
day.
Smoking Advertisina."
was much impressed by the re-
mark of a chara cter in a short story
in recent magazine. In conversation
regarding rival establishment the au-
thor makes him say THAT stores stock