Lexington gazette. [volume] (Lexington, Va.) 1871-1962, 1912-11-27
SAYS ADVERTISING
is HERE TO STAY
Professor WaneruS of the Uni
versity of Iowa Gives Rea-
sons for Importance.
Advertising is here to stay.

Advertising Is here to stay.
Advertising is so new that few peo-
pie realize the important place It has
come to occupy in the business world.
These are two conclusions reached
by Theodore Wanerus of the State
University of Iowa in a thesis on The
Economics of Advertising"
He states advertising is UNSUITABLE
from the economic standpoint His
reasoning is as follows:
Changes in means of transporta-
ton, and increased production OF
goods are other reasons for the use
OF advertising. In the time OF our
grandfathers the most common meth
DDS Of carrying on trade were by
means of pack animals, rude OK carts,
stage coaches. and the slow sailing
vessels.
Today We have network Of
steam railways, local and interurban
electric lines. swift steamships, and
even airships which have almost an
initiated space and made us world
citizens instead of jewellers In iso-
lated out of the way places.
With this improvement in speed
OF transportation a remarkable in
crease in the production Of goods has
taken place. Buyers for this increased
output must be found in order that
the consumption may keep pace with
the production.
Must Sprea d knowledge.
This increased speed OF transpor-
tation and the increase in production
have made necessary a corresponding
increase in speed of spreading the
knowledge Of goods, and again the
means employed is advertising.
so long as our system of compe-
tition in the business world remains
as it is, advertising is here to stay. 1t
cannot be ASSOCIATED from the pres
ent day business methods"
Mr.. Wanerus divided mans wants
into two classes, Cultural wants and
existence wants" The latter includes
such necessities as food. clothing and
shelter. while cultural wants include
those things that tend to the enrich
ment and ennoblemsnt Of life through
ethical development
The existence wants are common
to all races and conditions Of man
kind; the cultural wants come only
as the results of education and high
civilization.
The tendency towards a higher
standard of living increases with each
succeeding generation, but there will
always be classes of people to strive
for the higher comforts and Injuries
which the world has to offer. These
necessities may be readily procured
by any citizens at any village store
This is not true, however, OF those
luxuries and products which fill the
cultural wants"
Mr.. Wanerus sums up his argument
that advertising is a great factor in
improving civilization by raising the
standard of living when he says: THE
world is so vast that some means Of
acquainting the people of one state or
community with the culture of anoth-
er is necessary If the culture is to
spread beyond the confines of the
| place where it originated.
Advertising is Best Medium.
up to the present time advertising
is the best agency that has been found
to do this"
The writer cited two large national
advertisers who were enabled, as a
result of advertising, to place before
the consumer cheaper goods Such
cases of advertising expenditure as
these have, without doubt, beneficial
economic effects and their beneficent
| principles Will be further developed"
That newspapers and magazines
have been powerful factors in the ed
ucational development of the United
States is self-evident. Mr.. Wanerus
points out that this rapid growth Of
the periodicals has been possibility
only because of advertising.
advertising has become a means
towards the support of periodical lit
erature to such an extent that 1t has
become possible to furnish to the pub
lie more and cheaper periodicals. The