Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1914-09-21
ADVERTISING HAS
GREAT VALUE NOW
Head of Big Automobile Concern
Says Times Should Not Lessen
Advertising Appropriations
BY II. ID. CHAPLIN

President Hudson Motor Car Company.
Custom, in the use of any article,
makes 1t difficult to establish new
goods. For that reason America has
not been able to get even a fair share
of South Americas trade, Now that
competition is unable to deliver the
goods needed in these foreign mar
kets, those who formerly would not
consider our wares are begging us to
supply them with their wants.
BY a play of fate our competitors for
a time are forced out of the markets
which they held so firmly. Salesman
ship is not needed to capture these
new markets for American goods, for
necessity is forcing the trade we have
so long wanted to seek our sources of
supply.
America is the only manufacturing
nation in the world not at war.
The United States is the only nation
at peace in the world with a supply
of food on hand in excess of her own
requirements.
/ Our crops are more bountiful than
ever before.
Our factories have never partici-
pated largely in worldwide commerce.
We have helped to feed and clothe
the world, but we have never been
large factors in supplying the world
with manufactured goods. What we
tohCh ln6 HdJlOnS now at
war has been our luxuries-not our
necessities.
Our wheat has been shipped to Eu-
rope to be ground by European mills
into flour which in turn has been ship
ped to other countries for consump-
| ton.
American cotton has been shipped
TO England and Germany, there to be
spun into textiles that were returned
TO America and shipped to other coun-
tries.
| The copper from our mines has been
shipped to Europe, there to be made
into wire and into electrical machin-
! cry, which is then shipped to the
Orient South America and other
place in the worlds trade.
Aside from few specialties such as
typewriters, adding machines. cash
registers, ETC., we are producing and
dealers, so far as the world is concern
| ed, in raw products.
New Markets Now Open
We are in. the position of the mer-
chant who has goods to sell, but who,
because his rivals are more firmly
established and have a satisfactory
prestige, is unable to secure a fair
snare of the trade, and who awakens
some morning to find out that the
| STOCKS OF all his rivals have been de-
IStroyed by hre. In consequence huy-
ers enter his store who never before
! mad considered him as a supplier of
their wants
The cotton which has been shipped
TO Europe to be made into textiles for
use In South America, in the Orient
ana In Europe, must now be shipped
20 New england to be woven into tex
tlles for use In markets we have never
! intimately known.
NO matter how soon war NAV he
terminated, damages have been done
10 the scheme of manufacture and dis
Itrlpuuon that cannot be repaired until
after America will have had an oppor-
tunity to change the buying habits of
nations that have given us slight con-
sideration in the past.
The world undoubtedly will he less
IeXtravagant in it's use of food and
other necessities than ii was last JuIv.
u VIII be less prosperous, but with 49,
100000 wealth makers suddenly trans
termed into so many wealth consum-
ers, we find that our competition is
IeI1oVeu In other markets and that
competition itself becomes a user of
greater variety of our goods.
Thls increased money means he will
puy better things for his family. 1t
means new buildings, more furniture.
better clothing, farm machinery and
Automobiles
1t means that the domestic trade in
America will be greater for America
must produce a greater share for the
worlds needs. That will mean a great
er activity than we now know and the
prohts on our increased export bust
ness will sooner or later find their way
into domestic circulation.
II advertising means planting the
seed for new and great business, then
now is the time to do it, when the
umid, through being less aggressive,
make your advertising more produc.
1--WE, and when the keenness of the
public for news increases the vaIue of
the advertising pages