The daily sentinel., 1914-07-23
Our own make Kidney Remedy
Guaranteed to benefit or money back
SHOULD
Be ADVERTISED
To the Officers and Growers OF the
Grand Junction Fruit Growers
Association:


was out OF the valley at the time OF
our annual meeting and on my re
turn was much surprised 10 find that
no provision had been made for ade-
uuately advertising our fruit in this
seasons selling campaign.
Upon inquiry I found that no men
tion had been made OF it at the meet
ing for the reason that, while the
meeting of a year before had appar-
emily favored an advertising fund
and had referred the method of rails
ing il TO a special committee, that
committee. when meeting to consid-
er ways and means. had been over
whelmed by the protests OF that part
OF the growers who opposed adveT-
tising OF any kind and had reported
that an advertising campaign was
not desirable.
cannot help feeling that this ac-
tion OF the committee and the con-
sequent failure to bring the matter
up again this year was a serious err
ror. For. while the protesters were
undoubtedly numerous and vigorous,
I can't think that they represent the
majority OF the growers.
Those who favored Advertising
naturally felt that the committee
had only to devise ways and means,
and probably did not appear before
them in any numbers, II at all
/ am writing in hope OF being able
to show why some of US consider an
active, persistent advertising cam
paign necessary, and also in hope
that those who oppose such action
will be able to show how numerous
they are. and to give reasons for
their opposition.
We are told that the competition
met in selling our fruit is constantly
increasing in extent and persistency
and IL is necessary to make special
effort to hold the markets we al
ready have. and to find new ones for
our increasing production. or to re-
place those where the superior ad-
vantages of some competitors have
cut into our sales.
II becomes a question, then, of
what constitutes a market for any
line OF goods. There is scarcely
room for question that the consumer
or user. makes the market. The
dealer follows It. He supplies what
Is called for.
That this is so, is recognized by
all who are manufacturing goods in
a large way, or for any except local
sale.
In our relation to the selling game
we are in the position of manufac-
turers. and fruit is our finished pro-
duct
II the people who eat or buy fruit
do not know how good our fruit Is.
what incentive will they have to call
for our brands rather than any 9TH
ers, or to insist on the dealer selling
them our kinds instead OF anything
he can buy cheapest?
Advertising in one form or anoth-
er Is the only feasible method OF ac-
auainting the user with the maker.
In proof that this is recognized by
most of the large manufacturers you
have only to look over the pages OF
your favorite magazine or such n
naper as the Saturday Evening Post.
Just try II once and see how many
articles. whose names are household
words all over the land. you would
or would not know OF, or be induced
to call for at the stores, II you had
not seen them advertised I might
mention dozens probably, but you
know them yourselves, and il would
take un too much space to do SO.
Some OF the larger OF them use space
which costs from $4,000 to $4,000
each insertion and keep 1t up week
after week or month after month.
They do not do it for fun. and are
rot fools enough to keen it un II
they did not find II to nay. I do
not mention these examples because
I advocate going to anv such extent
but to show that people who know.
consider that generous, or even Law
ish. advertising increases sales to
such an extent as to more than pay
its cost.
The amount OF our annual outnut
Is in the neighborhood OF 500. 900
and any concern making an equal
value OF toilet articles for instance.
or Of several other lines, would feel
called upon to keep special adyer-
tising man or to use one OF the firms
OF experts in that line. II probably
would not be desirable for us to go
to the extent OF putting on an ad-
vertising manager at first, but l do
think that some work along such
lines, with expert direction would re
suit in such an opening of new mar
kets and Increase OF old ones as would
make us more Independent in years
OF low prices, due TO oyerproduction
or to lessened buying capacity, such
as we seem likely to have this sea-
son.
/ 1t Is possible that some growers
opposed by a succession of short
crops and poor prices, may feel that
they could not afford to help furnish
funds for publicity work. For them
the only feasible way would be a
subscription of so much per box OF
/ fruit when sold.
1t may be. but 1t is hardly think
able, that there are some who will
oppose the expense OF advertising as
regards themselves. but would be
| perfectly willing to accept the de-
mand and resulting prices IL some
one else paid the bills. II there are
any such, they need little public
spirit injected into their systems.
II sufficient interest in the sub
/ ject is shown, I would like in an
| other letter to say something about
different advertising methods and
also about some OF the consequences