The Washington herald., 1912-02-25
AUTOMOBILE NOTES
an guess their speed that close. and get

a
can guess their speed that close. and get
II right.
"Ag these are, perhaps, little things,
but they mean a great deal to an owner
and cost him considerable IL bought sepa-
| rately. When a man can get them all
| with n first-class car. for only $500. as
he can here. and at other exhibits around
the show, it really seems as II modern
motor cars had been brought to such a
stage OF perfection that makers were
now obliged TO turn to the smaller details
as the only remaining field for improve
ment. 1t seems a case OF We couldn't
improve the powder, so we improved
! the box"
An incident OF the invasion Of foreign
trade centers by the American makers Of
motor cars is the first campaign of full
page advertising in the history OF news
paperdom in South America, Austral-
asia, South Africa and a number OF other
countries.
In laying out the campaign the stude-
baker advertising stan experienced an
unexpected obstacle.
Practically none of the papers selected
for use has on file at any OF the big
advertising agencies a rate for page
copy. Advertising on this scale was un-
known to them. Even on specific re-
quests for such rate the publishers
invariably misunderstood and insisted on
quoting rates on smaller quantities OF
space. One OF the papers refused the
advertisement because Il was too large
Another insisted on payment in advance
In order TO secure money to pay COM
positors to set IT. II was finally neces-
sary to cable a foreign advertising ex-
pert, who came all the way from Lon
don TO undertake the work OF placing the
hFf nd ~
lished, wac found to range from so to
$500
The page appeared almost simultane-
ously in about II5 cities and made a tre-
mendous sensation. judged by the great
increase in inquiries from the cities in
which It was published.
An interesting feature was the prepara-
ton Of the copy. The original English
vas translated into German. French,
Italian, and four varieties Of Spanish.
The final correction was made by the
modern language experts of Columbia
University. 1t was also found that the
American copy needed to be quite thor
Oughly revised for use in Great Britain
and the colonies. where an entirely Diff
ferent set Of words is used in technical
description.
An almost tragic incident OF the cam
paign was the fact that several papers
To which the order for the full page was
sent-notably three in Mexico-expired
while these orders were in transit, sue
cumbing to political upheavaI and simi-
lar causes.
The development of the finer details OF
the automobile tire business was never
more forCibly eXemplifed than in the
statement OF W. d. Shifts, manager OF
statesmen for the Goodyear Tire and
Rubber Company, who says that many !
of the largest and best universities in |
the country are represented on the
Goodyear stan OF experts |
1T used to be-" says Mr.. Shifts, that |
the business OF creating a rubber prod |
uct was considered purely a workman's !
job, but the technical side OF the business !
has developed wonderfully in the last !
few years.
Rubber and tire manufacturers are |
reaching out in every direction for ex- |
ptrts-for trained men. For example the |
Goodyear Tire and Rubber Company |
has in its employ. in the experimental /
and other departments OF production,
not less than seventeen alumni OF Massa-
cEuset:s Institute OF Technology, to saw
rothing Of the alumni of other first
class colleges who are Goodyear men.
Among the colleges represented on our
Fay roll l might mention Yale. Harvard.
pennsylvania, Michigan. Cornell, Prince
ton. Reserve, BowdoIn, Williams, Beth
any. Case. Buchtel, Wooster, Mount !
Union, and Colgate
Tire manufacturers. judging from the
experience of the Goodyear Company Il
have realized that there is a difference 4
between modern and old-time business /
methods. and they are equipped accord II
ingly. University men have had a great l
deal TO do with bringing the tire busI-
ness TO its present state Of advance II
ment and perfection
Thomas Nelson Page, the author, in a
statement which he has just issued as
chairman of the committee on member
ship of the American Association for
Highway improvement. points to the as
ISOLATION as the proper vehicle through
which all the people Of the country can