Tulsa daily world. [volume] (Tulsa, Indian Territory [Okla.]) 1905-1919, 1911-09-13
PATRO ONIZING HOME INDUSTRIES.

E-7E HAVE been asked to say a word regarding the
IMI necessity of Tulsa folk patronzng their home
IHI Industries II city is to be built here such as
~ we all fondly imagine will be. The subject is
a complex Unquestonaby the principle Is right
home folks should buy homemade article in all cases
where quality and price equal But do they not do
so? That is the question
The World believes they do 1t furthermore believes
that the whole proposition is for the individual
sales manager work out for himself. Certainly a
newspaper can do no than call attention to
the economic value OF keeping home all the money
possible; of going to other communities for products as
rarely possible But the first law of nature as well
as of commerce enters here we'll elsewhere And
1t must be respected,
The manufacturer Of a given product must at the
very outset decide whether not he is going TO sell
through the retailer to the consumer direct He
do both and attain measurable in the
best OF the word Either plan Is legitimate but
undertake to follow both systems is not legitimate If
he put his goods the market through the
retailers then he must protect them by not selling III
the And, II he is avail himself Of
his best market that right at his door he must extend
to his local merchants the favors in the of
prices and terms that he extends to the merchant in
other states If he this his article
pete merit with other like articles the market he
very easily dominate his local situation.
The local merchant is prcdispos ID push any article
of local manufacture where he successfully compete
with foreign made goods of the same sort There is
rarely an exception to this rule But II the article
inferior by actual test; and 10y actual the
verdict Of the consumer then the manufacturer has
right complain at his lack Of success to hold II
against the retailer For the retailers business is TO
give his customers what they want The average cos
toner the best possible for his money. II the
retailer fails give 1t him. then he will fail along
with the manufacturer.
Publicity is the and only method whereby new
product may be made 10 succeed Without II the local
manufacturer fails his home market signally as
he fails abroad It has just been related that half
dozen people in Tulsa half the different manufac
here the articles they manufacture. Whose
fault is it? Certainly the fault Of the twenty-five
thousand people that make mp this community. They
know the manufacturers OF Detroit Grand Rapids, Rae
ine and Rochester they tell YOU the brands Of flour
manufactured in Wichita. Minneapolis Wellington
II the local manufacturers permit the manufacturers Of
other cities whose goods in competition to their own
here and appropriate the public eye to the
cluson Of themselves. then the blame IS them and
cannot be shifted
Goods manufactured In Tulsa should be proclaimed
so thoroughly and iusistonty that when need for
such article makes Itself known the consumer
the Tulsa product should automatically itself
Within the last thirty days concern has invaded
oklahoma The product has been on the market less
than a year II had 90 compete with the strongest line
goods in eNstcncetwo ~ them. Yet by wellplannod
and intclligonty oa,cutcd publicity. 1t has gained the
public eye. The article is really mcrltorous 1t is no
better than either Of those that formerly held the
ket undsputed But by publicity it has people talk
ing They the sign everywhere and that brand OF
an old old product is selling like fury.
We say the question Of home folks ratronizing home
Industries is question for every business to for
itself The World say that such a policy should
obtain in the next breath is forced TO admit that
II will and does obtain wherever the article is to COM
pete on merit is backed by organization run along
well. established business lines and is financially able
TO take care of the demand created by well-drected
publicity. The Tulsa market absolutely belongs to the
Tulsa manufactures in any given line. But whether he
avaIls himself OF It depends altogether on whether or
not he understands his business and modern resuire-
ments.