Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-07-12
SHOULD ADVERTISE
IN THE HOME FIELD
Publicity Expert Says Local
Papers Are Best Medi-
umS for Factories.
BY THOMAS c. TROY.

be debated at great length with but
little chance for successful settlement
of it. Nearly every manufacturer will
concede that the immediate vicinity
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 un-
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 get as close as possible to
the field of raw material and thereby
reduce the cost of it's transportation
as possible to the field or de-
mand for the manufactured prod
uct The former is a rather an
tiquated idea. and the latter the
more modern. If 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 it will
not pay TO advertise in his home ter
ritory. 1t 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 it 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 it is possible
10 get results, and don't advertise
where no results can possibly be got
ten. This principle has become fixed
law
Advertising is the creator of sales.
The field never seeks the goods. The
goous always seek the field. 1t is the
advertising that brings to the atten-
fulness of the manufactured article
and inspires within him the desire to
own and use the article in question.
1t 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 the field of raw material and
moves to Iowa with q 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 it is
where the goods are sold and not
where they are made. If you would
pitch your camp close to the firing
line an" be ready for the conflict, you
should build your factory right in
The heart of the field which will use
your goods. If your goods are salable
n Iowa as well as in other states, you
should advertise them in Iowa Just as
strongly as you do in any other state.
But who in your home field will
know of the usefulness of your prod |
act if you do not tell them of it? The |
act that they see smoke come from
he stack of your factory six days a
week, or hear the shrill blasts of our
steam whistle four times daily, or
know Sam Jones, one of your factory |
workers, does not impress on the pur-
chasing public the service your goods |
~ hnrnn rio
around your factory door. must be told |
In unmistgkaole terms. the great serv-
ice your goods will be to them if you
would win their patronage. 1t mat |
ters not what your line is, the goods !
you sell become servants. No per. |
son desires 10 hire even a servant, I'M
less they know something about them. |
The greater the merits of your goods, |
the more essential it becomes for you
to impress on your home folks the vir.
tues of them, in order that the home
lolks may know what your goods are
and the service they give. M.ny times
they too will carry your message for
you when they know the worth Even
though your goods may lack perfec-
ton, ii will pay you to bid for your
business in the home field. Your
ueighbors will be more charitable with
YOU than strangers. Your friends will
bear with you till you get your goods
perfected, If need be.
The purpose of advertising is to ere
ate a demand for goods and to help
the local dealer to sell them. The
elimination OF excess baggage in cir.
culation is impossible. 1t can be re.
duced TO minimum. but not elm
mated. Since the demand for every
generally marketed product Is directed
TO tno local market why is it not more
pTactica' TO use the local paper? Could
L IL the Hatrnnage of a com munitv ho |