Devils Lake inter-ocean. (Devils Lake, N.D.) 1909-1915, 1911-09-22
KNOWN LABEL MOVED GOODS
the Value OF Acknowledgements
Must Re Educated.

Case From Texas That Demonstrates
the Value OF Acknowledgements
Must Be Educated.
As an instance that people will not
buy goods that are not advertised, the
Houston (Texas) Post has the follow.
ing article based upon facts that Is
well worth our readers attention.
They can ponder over 1t at their leis-
ure. The Post says:
"Apropos Of the editorial on this page
and the statement that people are
prone, when buying, II 1t occurs to
them to ask where an article is manu-
featured, they are more than apt to
buy the article that Is wrapped In the
fancy wrapper, case in point forces
itself to the front
Tn city not far distant from Hous-
ton, in the heart of an agricultural
community, there has been much agi-
tat1on for a canning factory. It
seemed that everybody in the COM
munity wanted the canning factory.
There were tomatoes galore that
could be used-which during a Ger.
tain period of the year were not mar
ketable-and the people believed that
canning factory would work this
product up and create a market for it.
IAN enterprising gentleman in
stalled the canning factory. There
was much hurrah, and he was lauded
to the skies as a benefactor. He
bought up many tons of tomatoes, for
wAich there was no market at the
time, and canned them.
HE then went to the local mer-
chants and endeavored to sell them.
The people will not buy them!'
That was the uniform answer of the
merchants to his overtures. It was
quite shock to the man who had put
his good money into the enterprise
and who had spent more good money
for the products of the section and
more good money for the labor and
the cans.
"'Oh. yes they WILL was his en-
phadc answer. You people need a
little enterprise. Just to show you
that the people will buy these goods
] Will place them on your shelves and
you may pay me when you clean
them out
THE goods were placed % the
shelves of the several merchants.
There they remained. Finally the
owner of the canning plant in despair
wrote to one of the leading canning
concerns Of the country and told of
his diff Guilty and asked II they could
suggest way out of the predicament.
There was much correspondence,
and as result the big concern
bought the entire output of the local
plant.
"'You just gather up the goods you
; have placed In the stores and we will
Fend you our labels. Put them on
your goods instead of your own
: labels
1T was done. The goods were
placed back in the same shelves and
they moved out in hurry"
Now, there Is a lesson in this. Just
because there is a recital of it in the
| Post may cause some to feel that
the interest Is selfish one. But it
NV" l
concerns every reader of this story,
The reason the goods moved when
the new labels were placed upon them
was that the label, or the brand, had
been advertised. Housewives knew
about 1t, and when buying canned to-
matoes they brought what they knew
about. The tomatoes canned at home
were just as good as those canned
elsewhere and the advertiser knew it
and was willing to risk his reputation
on 1t. They bought the brand that
they had been reading about There
was no real fraud practiced on the
, purchasers, for they were getting
what they paid for.
| Advertising is the thing. Why kick
at the man who put his labels on an.
others product? 1t was a good prod.
uct and he knew 1t, because he had
/ Investigated. He was simply giving
/ 1t his Endorsement His Endorsement
; was worth something. Peonle had
come to know that and to rely upon
it. He was simply reaping upon his
investment. He was an advertiser
and had faniliarized the housewives
/ with his goods. He had taught them
that his goods were good goods.
/ 1t is not enough for q man to IN.
vest his money In the manufacture of
O product. no matter how good the
/ product may be. He must tell the
people about it, else they will nos
know that he or his product exist, He
may have the very thing that the PED
PIE are anxious to know about TN.
loss he gives this information he In
| throwing his money into q hole ana
covering 1t up when he puAs u into q
| manufacturing plant and turns out a
commodity. no matter how good. nor
how useful, unless he tells people that
| he is making such commodity.
| II he has something good the great.
er reason he should tell people about
It. There are lots Of things on the
| No. $haf a