The Fargo forum and daily republican., 1908-11-02
ADVERTISING
AS A COMMODITY

4, 80 a~1Ns @tS9k- &tN k~iN w - ~ -
MORE INTELLIGENT UNDER
STANDING or BUSINESS
NEWSPAPER is A READY AID. !
Advertising Is matter OF deep per-
sonal concern to the fruit grower and
especially to the ffve Thousand men
who are directly interested in the or !
ange and lemon industry OF southern
California, according to E. O. McCor-
mick Of the Hartman lines. This In
dustry has added sic. 600. 900 to the ma
tional wealth during the past year
and Mr.. Mccormick in an address told
the members OF the California Fruit
Growers exchange at their convention
in Kansas City last month, how they
can increase the use OF their product
and make 1t even more important In
the markets of the United States. Mr.,
Mccormick said In part.
1t has ever been a wonder to me, how
it1can be that men and organizations
can II muster up the courage to put
large sums of money into lands, fact. :.
ories, machinery and materials; i incur
big payroll liabilities, and other oblI-
cations; then when 1t comes to the
most important. factor Of all-=that Of
making the product known; OF, In
other words, making the people want !:
to hesitate--to consider the publicity
as something apart from the busl-
ness,-as something to be; or not to
be done, dependent on the Judgment.
or perhaps whirn OF some Individual -
or to think ofit as an expense, or say d
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 ex-
cept they have the very best procur
able In machinery and men, location
and materials, either fall down en-
tirely, when 1t comes to advertising,
or do It with such half hearted inter
est and doubt that such trials as they
reluctantly aecede to. are failures Per-
haps 1 should not term them failures
in fact. they are not generally failures
as far as they go-but failures. be-
cause they don't go far, enough
Advertising Is Commodity
Now IL can aid in dispeliing doubts
which may be entertained by any Of
the members Of this association, as to
the efficiency Of advertising, for pro-
noting its business, it
where 1t is already established, ex-
tending II into new regions, will be
doing about the greatest. service It is
in my power to render you. To
start with you must recognize adver4
tising as a commodity 1t is imper-
ativeiy necessary that you get this
truth fixed firmly In your minds, be-
fore you can hope to give 1t that broad
consideration which its Importance de-
mands. Get away at once and forever,
from the idea that 1t is an expense.
1t is not an expense, IL is a commod-
ity; just as necessary in the selling OF
oranges, as business Is conducted to-
day, as are the oranges themselves.
do not mean by this assertion that you
cannot go on selling oranges forever
without any advertising; but IL / undr
erstand Alright; one OF the purposes
or 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 1t is the, only
thing that is absolutely certain In ad-
vertising. The point they Jay, stress
on Is: What one man likes or wants
forms no criterion. When a thousand
at a certain expense, are led to spend
a certain amount, you have an abso-
lutte certainty. The millions will do,
what the thousands have done" This
appeals to reason. 90. J.
This agency Is advertising Its own
business by published acknowledgements
and Is paying a man 1,0oe a week As
chairman of a COMMITTEES 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 1t pays him.
In conversation with 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 mot heretofore bean eaters.
feel quite sure that those who have
been won 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 1t Is simply good
salesmanship 1t does simultaneously
In q thousand or a million places what
an individual can do only In one place
at a time. Paradoxically it not, only
does not ssupersede the salesman, but is
his, greatest ally The better the ad1
vertising the better the ally. 1t Is
the. advance agent OF the salesman. It
predisposes the dealers and the pub
lie, and clears the route Of the sales
man Of many Of it's thorns. Good
salesmanship lis the ability to induce
people to buy your things equally with
or In place 1.-THE stun that others have
to sell. II judicious advertising will
assist In creating demand for orr
angers II will add much to the chances
OF the success or the salesman In his
work That 1t will do this may be pref
dicted on what II has done in other
fields. III you look for evidences OF the
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