The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1908-11-18
ADVERTISING IS 1 COMMODITY.
HIGH OFFICIAL OF THE HARRI.
NAN LINES TALKS To FRUIT
MEN.
NJ. ~. o. McCormick--The Idea That
Advertising Is An Expense Has,
Given Way to More Intelligent Un-
deEssanding Of Business.

Advertising Is a matter OF deep per-
sons1 concern TO the fruit grower and
especially to the Ave thousand men
Who are directly interested In the or
anse and lemon industry OF Southern
California. according to Mr.. K. o. Nc
csrmick. Of the Hartman lines. This
Industry has added $4,000. 100000 to
the national wealth during the past
year. and Mr.. Mccormick In an ad-
dress told the members Of the Cali
fornia Fruit Growers Exchange at
their convention In Kansas City last
month. how they can increase the use
ef their product and make 1t even
more important In the markets Of
the United States. Mr.. Mccormick
sakd IN part:
1T has ever been wonder 20 me.
how n can be that men and organiza-
uons cas muster up the courage to
pat large sums OF money into lands,
hctories. machinery. and materials:
Incur big payroll liabilities. and other
eelieasions; then. when Il comes to
shs most important factor OF ALL
eha< OF making the product known:
-. "a other words. making the peo-
pc want Il: to hestate--to consider
the publicity ~ q something apart
from the business.-a something 10
be~<r not to be done. dependent on
the judgment. or perhaps whim Of
same incsvidusl.--or TO think of II as
an cspense. or say q gamble. It seems
70 be true. however. even in these
days 30 full Of precedent. that many
manufacturer. merchants and deal
err who are never satisfied except
they have the very best procurable In
machinery and men. location and
materials. either fall down entirely.
when II comes to advertising. or do II
with such haif-hearted interest and
doubt. that such trials as they reluc-
santly accede to. are failures. Per-
haps I should not term them failures
In fAct; they are not generally fall
ures an far as they go.--but rather
failures because they don't 60 far
enough.
Advsrsisins - . Commodity.
Nov II I can Aid In dispelling
doubts which may be entertained by
any Of the members Of this associa-
toA. - TO the sfnciency OF advertis-
ing. for promoting its business.-en-
Argtng u where II In already estab-
MsAs1. sxtending IL into new regions.
] VIII b doing about the greatest SER
vice Il n In my power to render you.
TO start with. you must recognise ad-
vertising m q commodity. II II i'm
psrstivsly necessary that you get this
truth nxed firmly In your minds. be-
fore you can hope to give II that
broad consideration which Its i'm
portance demands Get away at once
and forever. from the idea that II Is
IN expense. II 10 not an expense. II Is
= commodity: just as necessary a
commodity In the selling OF oranges,
~ business is conducted today. as are
the oranges themselves. dc not
mean by this assertion that you can
not 30 ON selling oranges forever
without any advertising: but X I un-
serstand Alright. one Of the purposes
Of this convention Is TO see II means
can be devised which will increase the
consumption OF oranges and thereby
increase the sales Of the product.
mo Law Of Average.
The Lord q Thomas Advertising
Agency argues strongly on the law Of
average. and claims that II Is the only
thing that II absolutely certain In ad-
vertising. The point they lay stress
on u: What one man likes or wants
forms no criterion. When a thousand.
at q certain expense. are led to spend
q certain amount. you have an alb
soiute certainty. The millions will
do. what the thousands have done"
This appeals to reason.
'-rhjs agency Is advertising It's own
business by publishing announcements
that II Is paying q man $1,000 a
week. As chairman OF a committee
of ls or 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 IL worth all II
pays him. In conversation with a mu-
tuai friend regarding this expert the
former remarked. "He doubled the
Van Camp Bean Business 1t Is
hardly necessary to dig into verified
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