The San Francisco call., 1910-10-22
HOME INDUSTRIES
need ADVERTISING
Heads of Big Daily Newspapers
Emphasize Necessity of
Publicity
Speakers Declare That People
Do Not Know What to
PatrOnize

That California manufacturers mus
tell the people what they produce BY
systematic and iudicious advertising i
was the vital lesson told the members
Of the Home Industry league by the
heads and representatives of the big
daily newspapers yesterday at the
weekly luncheon in the Palace hotel.
The large banquet hall was comfort
ably filled. Chairman Parker said the
league wanted the newspapermen tc
give advice on spreading the home in
dustry movement. He called upon Rev
DR.. Madison e. Peters for opening re-
marks.
Doctor Peters took up the subject OF
advertising and said 1t was something
that could be applied with immediate
success to every kind OF effort. even ir
aid of church services. He said 1t was
live issue In business success and was
pretty hard to overdo.
Chairman Parker next introduced
G.. w. Hornick. manager of The Call
II wish to thank Mr.. Hornick for the
help he has given this league and for
the advice he has given the chair" he
said
TT has been a pleasure for me to do
Hornick, mot only because I believe
you men are heart and soul in the work
but because I happen to be one of the
strongest believers in home industry In
the city.
I'm speaking of advertising do not
want to be accused OF Interior motives
simply because I am selling advertts-
ing. Were I not In such a position
would talk to you along the same lines
and DrObahlV. more a 9Th
1T is incumbent on all persons living
in this state to use California prod
ucts, but it is also incumbent on you
manufacturers to tell US what you are
manufacturing. All your members un-
derstand the objects of this league and
its benefits to the state, but there are
100000 people In the west who don't
know anything about 1t.
There are many among you who
think advertising is an expense. Ad-
vertisng judiciously done is never an
expense. 1t is an investment and a
cumulative investment at that. When a
manufacturer makes a good article he
is not capitalizing the opportunity un-
less he adertises.
You must not let up on advertising.
AS Mr. Parker has said. you must ad-
vertise for the 50 weeks in the year,
hard and fast. from day to day. The
results are bound to come. Let the
people know what you have and then
keep them informed. 1t Is like the old
story Of much steam being required to
start the engine, but very little to
keep it going.
The people may have the best in
tentions in the world to stand by your
home products, but If they do not know
what these are how can they help you?
Foreign and eastern articles are known
In every household simply because they
have invaded your territory and told
the people of their products. Your
housewife calls for them naturally be-
cause she knows about them.
IF you don't advertise you will be
UP against stone wall. You may get
publicity nd you may meet here regu-
larly to enthuse over the subject. but
in the end your wives will not know
what to get of California when they
need an article unless you advertise"
C. w. Wynn, advertising manager of
the Sun, next addressed the league. He
supplemented the remarks of Hornick
by advising the league to make a big
noise through the columns of the news
papers.
William Woodhead, representing the
Sunset magazine, said the lack of ad-
vertising by the western manufactur-
ers was notable fact in connection
with large monthly publications.
Thomas E. Flynn, representing the
Wasp, said he indorsed the views of
Hornick.
e. Myron Wolf made a stirring ad-
dress the necessity of pushing Cal
ifornia to the front rank of manufac-
turing states.