Tensas gazette. [volume] (St. Joseph, La.) 1886-current, 1912-07-26
SHOULD ADVERTISE
IN THE HOME FIELD
Publicity Expert Says Local
Papers Are Best Medi-
ums for Factories.
BY THOMAS G. TROY.

$1,000
surrounding the location of his fac
tory Is home territory, whether or not |
also home field. We will choose for
the time being to designate as terri |
tory the home locality which is I'M
productive and as field that home To-
cality which is productive.
There are two reasons for a manu-
facturer locating his factory at any
particular place-that is, when the
bonus is not the sole object in view.
One Is to got as close as possible to
the field of raw material and thereby
reduce the cost of it's transportation
and the other is to get as near
40 possible to the field or de-
mand for the manufactured prod
uct. NThe former is a rather an
tiquated idea. and the latter the
more modern. II a factory located
itself In a territory to be close to
the raw material, and there is not
nor cannot be created any demand
for his manufactured product, then
his home surrounding cannot be con-
sidered a field for him, and II VIII
not pay to advertise In his home ter
ritory. It would be Just as sensible
to try to coax the old town pump to
yield up rich Jersey milk as to expect
advertising to produce results In
territory where your goods cannot be
used.
But the manufacturer who locates
his factory in the heart OF the field
where the demand Is great, should ad-
vertise in the home field. 1t is just as
sensible that he do so as 1t Is reason
able for the manufacturer to not ad-
vertise in the territory where there
is no demand for his goods. In short,
this principle becomes pertinently ap-
parent. advertise where 1t is possible
to get results. and don't advertise
where no results can possibly be got
ten. This principle has become fixed
law.
Advertising ia the creator OF sales.
The field never seeks the goods. The
gooos always seek the field. 1t is the
advertising that brings to t1e atten-
ton of the prospective buyer the Use
fulness of the manufactured article
and inspires within him the desire to
own and use the article In question.
II is the fact as to whether or not the
article manufactured can become OF
use that determines the value or val
uelessness Of the field and where to
advertise. The manufacturer who
leaves tho field Of raw material and
moves to Iowa with a product that
will sell only In Kansas. Missouri or
Arkansas, or all three states, and is
not salable in Iowa. is lacking In
judgment.
There Is a firing line Of competition
in the manufacturing game and 1t Is
where the goods are sold and not
where they are made. II you would
pitch your camp close to the firing
line ans be ready for the conflict. you
should build your factory right In
the heart OF the field which will use
your goods. II your goods are salable
in Iowa as well as In other states. yor
should advertise them in Iowa lust al
strongly as you do In any other state
But who In your home field will
know of the usefulness Of your prod
net II you do not tell them Of it? The
fact that they see smoke come from
the stack of your factory six days {
week. or hear the shrill blasts OF : oul
steam whistle four times daily. o.
, know Sam Jones. one of your factor,
workers. does not impress on the pur
chasing public the service your good
!. represent. The public at home. RICH
around your factory door. must be tols
I'm unmistakable terms. the great sery
ice your goods win be to them II yol
would win their patronage. 1t mat
tiers not what your line is. the good
you sell become servants. No per
sou desires to hire. even a servant. un
less they know something about them
The greater the merits Of your goods
the more essential 1t becomes for yol
: 70 impress on your home folks the VII
! tues OF them, In order that the hom
folks may know what your goods ar
, and the service they give. Many time
. they too win carry your message 70
vou when they know the worth. Eve
( though your goods may lack perfes
ton. 1t viii pay you to bid for you
d business in the home field. You
!. neighbors will be more charitable wit
!. YOU than strangers Your friends wi
Z bear with you till you get your good
a perfected, II need be.
|. The purpose OF advertising is to crs
I ate a demand for goods and to he'll
the local dealer to sell them. Tn
: elimination Of excess baggage In eli
? cuiation is impossible. 1t can be n
4 duced to a minimum. but not elm
mated. Since the demand for ever
A generally marketed product Is directe
. to the local market. whs Is 1t not NOR
/. practica, to use the local paper? Coul
not the patronage of community b
= directed to the local dealer more q
: fectively through the columns OF III
local paper with its local influenc'
than through paper Of general eli
culation and general influence? MoI
! of the reasonable manufacturers wi
. concede the greater influence of th
: local paper In any community tina
that of any paper. periodical or mag
: zine OF general circulation.
When you buy advertising space 20
want the maximum amount of circul
ton that your money win buy. b.
. more than that you want the creates
amount Of influence you can get
Is the influence Of your ad that pull