The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1909-02-04
A Correspondent Suggests way
to Extend Trade.
Let People know More IhOr
OughIy of Our Own.
SUGGESTIONS.
Topeka Makes Many Articles OF
High Grade
Which Could Be Sold to Add
tfonaI Custom.

from this uoiut extending over the
entire state and even TO foreign coun-
tries. still the field is only partially
cultivated
The fact that one -four mill located
more than a hundred miles from To-
peka, sells three car loads TO one
Topeka customer every week, is but
one example Of the patent fact that
some trade which Topeka should ap-
parently control. being in its own
city. needs correction
Topeka has a great reputation on
-four There are numerous mills here
and great quantities OF the -four they
make are shipped to different parts Of
Kansas and the United States. TO say
nothing of the foreign trade but
there are tons Of -four which every
week come in from outside mills and
take away from Topeka the money
which should belong in and help this
city.
This is true not only OF -four, but
OF many other commodities made
here
In this connection this paper has
received a communication which is so
sensible and makes so many good sug-
gestions, that space is gladly given TO
IL
The Letter is from Harry McMains,
who is an expert advertising writer.
for q long time connected with the
advertising department OF the Jones
Dry Goods company Of Kansas City.
Mo-, but who now lives here and is
vitality interested in Topeka's growth
and welfare He is the manager Of
the Southwestern Advertising agency
which is located in the Mulvane
building His letter follows:
To the Editor Of the State Journal
It seems to me that Topeka business
men have formed the habit lately
of blaming the people Of Topeka for
their failure to patronize home indus
tries.
These business men should take into
consideration the changed conditions
Nowadays We have the newspapers and
the magazines 70 bring 10 US the news
from all over the world And a con-
siderable part OF each publication is
devoted to the advertising Of all classes
Of merchandise.
And advertising to a larger extent
than ever before and much more than
any Of Us think. guides Us in our buy
ing
If the people of Topeka have been
backslding in their patronage of To-
neka made goods perhaps II Is because
topeka manufacturers have failed to
properly acQuaint Topeka people with
the goodness and value Of their prod
ucts.
People do not buy goods because they
were made in certain cfty even
though that city is their home town.
They buy goods that have constantly
been brought 10 their attention
through advertising That these con-
6itions are detrimental to Toueka
made goods is without doubt true and
brings TO mind that saying, fight fire
with fra
Take -four as an example
Just as good -four is miIIed in To-
the people know it? I assert that
while II IS true that all Topeka women
know that flour IS made in their city
they do not know the brands If To-
peka mIHers viii acquaint the people
through advertising with the brands
OF Hour they make. demand will be
created that the grocer cannot SWAY
By the suggestion of other brands
Topeka boasts OF the cleanest pack
ing house in America Yet tons of
meat, no better. perhaps not as good
from outside plants is sold in this civ
This packing house should tell Topeka
people Of the excellence Of its products
The WOlT Packing House does this now
Do not appeal TO their local Patriotism
but tell the truth straight from the
shoulder about the goods.
And the story could be told in the
same way about every other line Of
goods made in Topeka
There are various methods nv which
Topeka people could De made better
acquainted with Topeka made goods
OF course a campaign of newspaper afi-
vertising would be the most effective
and the most economical But adver-
Using should be backed up. The varf-
Gus manufacturers in this cftv eor111
cooperate with the dealers in TooaL-a
handing their goods 70 hold special
sales and make special displays. Anv
business man knows the fnexOeusfva-
ness OF such publicity and its wonder
full results.
This same idea could be worked in all
the cities n the territory covered nv
Topeka manufacturers.
suppose SIX factories whose lines did
not conflict were 10 club together ard
make campaign in their trade terri
tory IN each city they could hold a
big sale and special display. in the
various stores that handled the goods
Advertise extensively. Distribute uIa1+1
OF literature Send enough goods from
the factory 10 make the display in
terestfng- Just think Of the free ad-
vertising and the results
The Aidwinter does that 70 a GER
tain extent for the local trade. II does
not accomplish permanent results
mentioned above
These efforts should be followed m
~ persistent advertising
Advertising in the right way viii
AAAe-hE A-t- 1AAAN AOEEkdlS OUT k21E2
use Topeka Made Goods in ever in
creasing quantities Advertising VIII
make Topeka q bigger and better and
Weather city Advertising win IN
crease Topeka's population. Advsr+f--
ing VIII znaks Topeka famous
And the manufacturers are tha orsz
to start the ball rolling because they
reach out farther than any of the 9th
sr business interests
hope that some OF the ideas I have
expressed may be OF little value "a
sou in taking advertising.
yery truly yours,
HARRY McMAINs.
Topeka, Kan. Feb. 4. 1903