The San Francisco call., 1910-09-17
PUBLICISTS SOUND
AWAKENING Note
Home Industry League TO Adopt
Policy of Persistent
Advertising
Manufacturers to Be Taught
How to Create Demand
for Products

the CISoliou o. q StOduS oSAiAoAA0 ASA a.
ticles Of home production was outlines
in the campaign of awakening" sub
mitted to the Home Industry league o
California at its regular luncheon il
the Palace hotel yesterday in thelrepor
OF the publicity committee, Of which r
+. Queen is chairman.
The report advises manufacturers t
independently in the fashion
OF the big successful eastern concerns
The need Of building up the industrie
OF the state by the support of consum
ers must be impressed on the publ
mind. The committee said that manu-
fsctUrers must put forth an articl
equal 10 the eastern product and the
Jet the people know about their produc
zion
COMMITTEES REPORT
Following is Queens report in full
Your committee on publicity and
advertising, appreclauVe or the re-
spOnsibiHty which you have re-
posed in it and regarding its work
as continuous in its character,
wishes 10 present for your careful
consideration a statement of the
methods which we deem necessary
p on the part Of the individual MEM
bers Of the league 10 increase the
demand for California products, re-
serving for a future meeting our
report upon general publicity plans,
which may be adopted collectively
for the upbuilding Of public senu-
ment in favor Of the consumption
OF home products.
To advertise successfully. is to
make known to prospective pur-
chaseTs the articles TO be sold, and
presuppoSes the ability to supply
the demand to be created at prices
1ff-n r1oh h1 "a
Of this city and state to compete
on equal terms with our fellow
manufacturers of neighboring cities
IN the adjoining states. We must
assume, in advance, that the COM
mittee on manufacturing develop
ment viii investigate and report
upon the possibilities Of and re-
quirements and facilities for the
proper development of industries on
a satisfactory basis and that the
committee on saiesmanship viii ad-
wise our manufacturers as TO the
best methods of interesting the
dealers in and agents for their
% products, as the manufacturer is
not in 4 position TO advertise until
prepared TO supply promptly the
demand which he hopes to estab-
lish, and half the battle has been
won when that has been accom-
plished.
LOCAL PRODUCERS ALIVE
Fortunately, many of our manu-
facturers are already alive to the
competition with which they must
contend and have interested not
only the trade of California but of
other states, and even foreign
lands, in the sale of their products,
and have entered, with most graft
tying success, upon advertising
campaigns which are not surpassed
elsewhere. With ample capital,
long experience and large facilities
they are not in need Of direct in
though gladly cooperating for the
general welfare of the state and
ever interested in charging their
sales; consequently the statements
which we purpose making in this,
our first report are intended mainly
for the benefit Of those who have
not yet fully availed themselves of
the opportunities which are open
tunes for themselves, but also of
providing employment and compen-
satiOn for many of our people.
We shall speak, therefore, in the
simplest terms and submit only a
few Of the fundamental truths
which are well known to all gen
eral advertisers. We shall not at
tempt TO deal at present with COM
plicated problems, nor enter upon
those details which require the at
tentiOn and direction of competent
advertising men, skilled in all the
intricacies of the art and capable of
Vertisements and properly placing
them. as II is our intention to put
our manufacturers in touch with
the advertising agents who are in
position to devote to individual
cases the time and talent required
for Z successful issue. The leaders
in the various fields OF advertising
are known 10 your committee and
we will, at ali times, deem 1t a
part Of our duty to inform correctly
all who make inquiry Of US in re-
gard to them.
METHODS ADVISED
Having prefaced our statements
with the preceding explanations,
which we have deemed essential to
a correct understanding of our
views on advertising in general and
the special field assigned to this
committee, we would now state
that there are many ways of ad-
Vertising. and that the economic
value and efficiency of each de-
pends, to large extent, on the
character Of the product to be de-
Neloped and the class Of customers
10 be informed; that is, indeed, the
keynote Of successful advertising.
In campaign Of general pub
licity the most necessary and most
important mediums for conveying
accurate and specific information
to the public are the daily news
papers They go into the homes of
the people and are. usually read
mood and seeking information. The
neWSpS perS are the vital necessity
Of any advertising campaign. Prop
crly REINFORCED with SUFFICIENT bill
board and streetcar advertising to
impress upon the public the name
Of the product and its special quail
tiles, with the name of the manu-
facturer and where it may be OBJ
tsined, an advertising campaign in
telligently directed and backed up
with goods of the right quality and
at the right price is quite certain
70 prove profitable to the manufac-
turer, besides largely increasing the
volume of his sales.
NEWSPAPERS INVALUABLE
Collectively we may infuse life
and energy into the general sale
and growth of California products.
but the successful and continuous
Development of each Industry must
depend ultimately upon the efforts
Of the individual manufacturer and
producer personally interested in
the results Of his enterprise,
strengthened and supported by the
Home Industry league, and we
would therefore recommend 10
manufacturers of products for daily
consumption that they procure in
dividual "writeups" in the news
papers, TO be followed, in the lead
ing publications, by new and at
tractive and original advertise
ments and re-enforced by whatever
billboard posting. painting and
streetcar advertising their respect
For manufacturers and producers
desiring to make known their
products to a single class of con-
sumers of limited numbers a valu-
able form Of advertising, il we'll
done, in attractive form. is the
mailing of letters to prospective
customers, followed with personal
interviews, when practicable to