The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1910-10-23

IS j lR UDl j | lB
.sLaundrymen's National Association
!, be brought into 1t. The Integrity Of
|tt..e 1naster-craftsman must permeate
1.-The workme... Eagerncss to improve
1.-the product constantly must rule the
| shop. The thing made must be the
honest pride OF the men who make It.
Further yet-the product must be
lofsreal service to humanity.
Whether 1t be an implement to be
used In the work OF the world, or an
Appliance for greater convenience and
economy, or for sanitary improve.
ment. or for legitimate pleasure, or for
| beauty and art--itsmay render O. true
human service. SO long as 1t be not a
fake. or delusion, or hurtful and
Idegrading thing. but has a genuine
place in making people more efficient,
more wholesome, more happy-then
lit has legitimate reason for being
made and sold.
Such are the only industries we are
Interested in-those OF 100 per cent.
quality, those which have personal
honor behind them, and those which
serve humanity. Such industries are
able to commend themselves by them
selves II not advertised at all they,
perchance. may. establish certain
place for themselves, though limited.
II advertised, they prove their ow--
Ebest advertisements; for after being
introduced by Advertising, they gather
new friends spread the news; after
the big hill 1t is three speeds for
ward,
And now you know that know
where am driving, and you can go
along safely.
| Frankly recognize that commodity
| Is OF no good unless 1t is able to ao-
celerate Its own publicity by reason
OF Its own quality and servicea ble-
ness-and that clearly suggests that
to advertise 1t, sensibly, is to give It
an indestructible asset.
A shaky ThinE.
Natural demand"-many Of you
have doubtless reflected how slight
and shaky a thing natural dema is.
Why do we want to buy things?
Chiefly because we want the Same
things that other folks have, or better
! things than theirs. Compare our
demands to-day with the simpler de-
mands Of thirty years ago; they: have
been arttficially made. Step by step
we have seen what other people have
bought. and then we went them one
better. Greater intimacy OF acquaint-
ance between all classes and all sec
lions and all countries has created
ever new Incentives to buy. Publicity.
in all Its phases, has made the modern
demand.
Analyze 1t all out. and you see that
the human demands which your in
dustries supply were all created by
publicity
And very huge part OF this pub
| licity that creates popular demand Is
straight-out display advertising.
In Chicago few years ago the
State Street department stores got
| together and agreed that their COM
tax. They united IN mutual promise
to confine their Advertising. each
store to single column daily. The
| result was that in one week their COM
bined sales had fallen OF so per cent
1t wasn't tried again. Your Pitts
burg department stores wouldn't
| think of such a suicide. ..omen buy
because advertising awakens and
| fosters their wants
Wen we were boys 1t was only
| children and very fool women who
| chewed gum: t was held to be a vul-
gar habit for grown-ups. What has
made gum chewing so half universal
to-day? After the Chickle trust was
formed. Fleer. of Philad elphia, adver-
tised that Chic1ets were really delight
ful. and he made denghtful fortune
| In selling out to the trust. Then
Wrigley put 100000 into his spear
mint gum advertising: and others
plunged. too. America got SO wise to
| different gums that now the whole
damn family" chew. asking not, Shall
chew gum? but, WA.cn gum shall !
stick to?
| Why have Americans abandoned the
lgood old-fashioned breakfast which
used to be thought necessary 20 make
us stout for the day-beginni with
pancakes and ending with doughnnts,
with sausage and potatoes and ham
and eggs and apple sauce and pie les
breakfast foods has SO changed a ma
5tional habit in a single generation
And now. do you think the breakfast
lfood-makers would dare stop their adj
vertising on the notion that the de-.
mand for these foods has become so
natural that they needn't be fosterei3
any more?
No. You industrial gentlemen will
have to hunt with the best lens you.
ever. saw l1seu u EilllO
featured product for which there is a
wholly natural demand. But our.
country is reeking and distended with
demands that have been designedly.
created and steadfastly kept going.
Here. on one side OF a triangle is our
stipulated agerness for something
newer. better. healthier. pleasanter.i
there on the second side Of the tri-
angle are our Inventive manufacturers
who would connect with this capri
cious eagerness of the public. And
here on the third side of that triangle
is our advertising which bitches the
other two sides together. These three
forces act and react on one another.,
-.either could exist without the other.
Each is created and stimulated by the
other
So much for natural demand
There isn't any. fla man thinks he is
going to procreate an6infant industry
with quality for one leg and natural
demand forithe other leg. let him look
out for a one-legged baby-tor the
natural demand leg will be missing,
BY this time experience should teach
him that the only two-1egged indus
tries that can sprint around the VIII ole
circle of possible consumers have In