Newark evening star and Newark advertiser., 1914-12-31

South Americans, like the people OF
North America, place more confidence
in merchandise bearing a trademark
1t should be simple. easily remem-
bered and of a plain. readily seen
design. 1t should be as typically local
as possible and, of course it goes
without saying, should be registered
in the country in which the goods are
to be sold. 1t should be remembered
that many South Americans cannot
read, but they do know a trademark
II the merchandise suits them, and
they insist upon that mark. Many
stores bear some grandiloquent name,
and a mark. besides becoming of great
value in cash, fits in with local color.
This Is exceptionally important just
now, for when the war in Europe Is
over the real struggle for commercial
supremacy will begin, and to hold
business the American manufacturer
needs an identifying mark, Once
establish that mark, the retailer VIII
insist upon the goods bearing 1t, for
his customers want 1t, just as they
did the blue wrapped candles. 1t goes
without saying that labels should be
In Spanish, except Brazil, which would
be Portuguese.
In shipping and billing, as Wen as
quoting prices. 1t Is better and easier
to sell If price is c. |. {. board ship at
South American port. THIS means
cost. Insurance and freight to the port
of destination, but not landed unless
the steamship company includes that
In it's service. The consignee takes
care of landing and customs. In
ciided should be expense of selling,
interest on shipment during time OF
transit, as well as for length of time
credit may be allowed-the ultimate
consumer paying all, as ever.
Make Selling Simple.
The idea is to make the selling as
easy as possible, and the South Amer
lean merchant understands price
quoted c. /. Z. his own port better
man Z O. b. New York, not knowing
whether that means on board ship;
and then he has to figure on insur-
ance. freight, etc. To the c. l. I.
quotation he simply has to add his
customs and transporting charges, as
we'll as profit, to set his selling price
He doesn't like to bother with all tne
Incidental charges, which he knows hH
Is paving for in the price quoted, but
being relieved from detail pleases him.
United States Trade Limited.
The trade of the United States with
Argentina is limited amounting to
some Ii per cent, but mostly in lum-
ber and oil, the probable hnisned or
manufactured article of Importance
being steel and iron. England buys
Areentina's raw material and sells
back manufactured articles, selling
labor which means dollars left In Eng
land for the workingman. She also
acts as q broker, selling Argentina 6
raw products all over the world. Ger
many buys raw material and sells
back manufactured articles, selling
labor only, adding thereby to Ger
many's prosperity. IN selling raw
materials the United States sells a
good deal of what she could use we'll
enough at home. There should be an
increase of finished manufactured
articles in which labor is the principal
item. This is the real basis of foreign
trade prosperity. Besides buying
literally Of raw material means ships
that have gone to Argentina loaded
with American merchandise and come
back loaded with raw material, there
by balancing trade, pleasing the
Argentinos and helping lower freight
rates through giving the steamer full
cargo both going and coming. The
United States has reached that point
where the greater portion Of her ex-
ports consist of food products and
less manufactured products. The food
supplies we need bad enough at home.
Take cotton goods, for example. The
South sends cotton to England and
Germany or France, where foreign
labor turns 1t into the finished cloth,
which Is sold back to the United
States, taking back to Europe the
manufacturers profit, as we'll as the
cost Of the labor and interest on the
money invested In foreign-made ma
chinery and buildings. freights on rail
or steamer, all going to a foreign
nation. The American public should
learn to buy their manufactured arti-
cles from their own mills, which are
operated from the most economical
standpoint many being practically IN
the very field in which the cotton
grows. This is a deeper patriotism
than that engendered by the glamor
Of war.
How and to Whom Shall | Sellp
Satisfied that he can compete with
Europe in merchandise as to quality
and price, the packing requirements
can be adapted to South American
needs, and the shipping and banking
facilities being equal, the American