Catoctin clarion. [volume] (Mechanicstown, Md.) 1871-1940, 1913-07-03
advertising
Oaks
CONSUMING PUBLIC
DEMANDS The BEST
Withdrawal of Advertising Would
Not Decrease Cost Because
of Fewer Sales.

The editor Of the Peoria (lll.) Her
aid Transcript recently received the
following letter signed "Non-AdVer-
tiser:"
Il note what you say In recent ed.
itorial about $6OO,0OoOOO or 500. OOO,-
900 being spent annually In this coun-
try for advertising. II this vast
amount of money were not thus spent
would not the consumer be relieved
proportionately? Does not the con-
sumner really pay the cost Of ad'er-
tising?"
In answering the question PROFOUND
ed, he showed that while the con-
sumner ultimately paid the cost OF ad-
vertising the money invested was
highly profitable for the merchant,
The consumer pays all costs
eventually Wages, costs OF materials.
fixed charges, profits and everything
else come out of the consumer. The
consumer never has been under the
slightest delusion respecting his func-
ton as the exclusive paymaster OF
civilization. He also pays for adver-
Using.
The suggestion, however that II
appropriations for advertising were
suddenly withdrawn. prices OF adver-
tised commodities would be proper
tionately reduced. is not based upon
sound principles Of political economy.
Prices represent values which sellers
place upon their commodities. They
are determined generally by the ratio
between demand for and supply OF
commodities considered with refer
ence to the supply Of gold, furnish
Ing basis for credit
advertising stimulates the demand
for commodities. and therefore the
withdrawal OF advertising would re-
suit in a falling off OF the demand.
II advertising does not increase sales.
1t is a good guess the progressive and
successful merchants OF the country
would not spend millions OF dollars
to hold the attention Of the public.
Life is steadily becoming more
complex Standards OF living are ris'
ing The luxuries OF yesterday are
the necessities OF today. People
whose patronage makes mercantile
business successful want to be up-to
date and they are willing to pay for
the privilege. Years ago, housewife
would be satisfied with two kinds
of soap-a crude kitchen soap and
NJ
even In families OF moderate means,
there may be found half dozen
kinds Of kitchen soaps and soap pow
ders and as many kinds OF toilet
preparations. These are not abso
lutely necessary, but they are want
ed. The demand for an article does
not yield to minute analysis. The
fact that the public demands and Is
willing TO pay its money for com
modify is Efficient
People buy the things mat are ad-
vertised. This fact cannot be success
fully disputed. Moreover, they have
been taught to believe that merchants
who advertise special sales and who
keep their stock moving are in posi-
ton to offer fresher goods and bet
ter bargains than the merchant who
waits for something to turn up and
who complains because his more
successful competitors are taking
business away from him
III all commodities purchased were
the bare necessaries OF life, extensive
advertising would be of little value.
but the fact cannot be downed that
profits do not come from necessities;
they are from the sale Of things
which are not actually needed for
physical existence. A woman could
get along without new Easter hat.
but she will not and does not.
The consuming public Is becoming
particular. 1t Graves new things, and
demands them In season. Herein con-
sists the cream OF the mercantile bust
ness The newspaper brings the pro-
Queer or distributor into close touch
with the consumer-it Is q market
maker.
The successful merchants OF today
are big advertisers. They are not
content 10 say 10 tne PUBIC, our
store il at 100 A street. but they say,
We will sell certain commodity on
a certain day at certain price; we
are willing to cut our profits II we
can dispose of this line at once. The
public Is disposed to believe that a
merchant who has nothing to say
must have something to con-
ceal.
III advertising were withdrawn,
sales would fall off, standards of liv-
Ing would decline and prices would
fall, although not proportionately to
the withdrawal of advertising. The
primary reason that nearly $700,000..
900 Is spent annually In this country
for advertising is that 1t pays. More
over merchants who spend the money
are experts on what pays and what
does not. They are seeking new
field In which to ad ertise and are
Increasing their outlay for publicity.
Non-advertising merchants are the re-
dictionaries of busin,ss, In an earlier
period they probably could be found
arguing against labor-saving ma
chirery."