The Lexington intelligencer. [volume] (Lexington, Mo.) 1901-1949, 1914-06-05

ERE NO LIMIT to what the d~emagogue or the
street hawker may say-since back OF what they say
is no responsibility.
THE A ON H SOAP BOX can solve all the prob
lens that vex humanity and the state-but the man in
the White House must lie short on promises II ne
would go long on performance.
AND SIMILARLY, a concern making a high class prod
uct, such as Lozier, finds itself limited in the use of
words to adequately set forth its merits-since to use
the more extravagant phrases would tend to place
Lozier, not above, but below those Of inferior quality
in the minds OF buyers.
SO. WHEN THE PRESIDENT SAYS to the scribe, Tell
them wherein lies Lozier excellence" the ~despairing
pen pusher wonders how he shall coin words with
which to do it-sinee all the ready-made words have
been used to describe the limitations.
BUT FORTUNATELY THERE is a rule by which the
voter or the buyer may judge-may ignore the doc
trine of the demagogue, turn a deaf ear to the barking
of the street hawker, and determine for himself which
is the imitation and which the real
THAT GAUGE is reputation-past performance.
WHO WERE THE ANTECEDENTS-or what the past
record of the political cure-alla No one knows. Then
you may attach no importance to what he says Listen
to the statesman for he has a record.
AND 1T rs SAFE ALWAYS to estimate the future by
the past-whether of a man or OF a product
ON WHAT CORNER did the street hawker stand yes
terday-or did he just drift in for the day with the
circus7 Shun his wares and buy from the merchant
who, having an investment to back up his promises,
must therefore limit himself to more accurate descrip-
tons and more modest claims.
IN THE PURCHASE OF A MOTOR CAR you can
apply the same rule 1t is almost infallible. 1t is the
only true test.
AF ~ GnNC AAAG = hOA VI SoA "o"i oH AS
product-taking especial care to see which have been
consistently right and which have been so frequently
wrong as to have necessitated frequent changes of
models and policies-you can determine accurately,
and regardless of the claims of the different makers,
which cars will and which will not fulfill the promises
made in the ads.
IGNORE THE WILL DO" and look for the has done"
and lis doing" in the ads and in the records of cars
that are offered you.
IN CONNECTION we will quote an excerpt from
a recent communication by an authority whose state
ments may not be ignored or held lightly We are
betTaying no confidence since the communication has
had wide circulation in automobile circles and has
been the subject of much comment of late, setting forth
ss it does a matter that for a time menaced the veal
Of the industry.
MR. N B. JOY, President Of the Packard Motor
Car Company and maker of a car Of undoubted, un-
questioned quality, says;
we must look back ouer the past to get a picture Of
our trade conditions today.
"TUo years ago, cheap car makers, making cars Of the
capacity Of our Packard) '3s-SiS' Ueve injecting into
the market, in a single season, 5000 cars at a list price
OF S245O-SI4OO less than the present price OF our 49,.
"They advertised those cars NTH no limit b0s the blue
sky to their advertising statements-thOt cars could
not be made b~etter-thGt no car could Re made at any
price that Uos better.
eve had to wait vhiIe those cars went out into the
hands of the public and the public learned its lesson.
"The conditions are clear noD.
"Those cars did not bring those cheop-car makers
repeat orders.
"Users Of them learned the nature Of the goods, and
the price of those seH-sane cars has been reduced
the manufacture Of them has been abandoned entirely
and another novelty taken up"
THAT'S A SEVERE ARRANGEMENT of makers of a
certain class of uto~mobies-especially coming as it
does from one who occupies so exalted a position in
this industry.
H SIGNIFICANT ACT IS the statement that such
cars, Landed by sxtravagant advertising claims, actu-
ally did, for a time, compete with and impede the sale
Of, cars Of known and proven quality.
BUT IT is GRATIFYING to know that, as Mr.. Joy
states elsewhere in his letter, the public has learned
its lesson and that at this moment cars of proven
quality enjoy a demand such as has not been known
for years.
JUST CONSIDER for a moment this fact: Lozier, max
ing only cars of the highest cass-the -Four at S2l00
and the Light Six at SS250-is pushed TO full capacity
TO meet the insstent demand for Lozier cars. And
that, despite the fact that we are today second to none
in the production of high grade cars.
AND-GET THIS TOO-while, as MI. 10y states, the
public was misled for a time, it cost a lot of money.
Doubtless you've noticed the extravagant expenditure
Of money as well as of words to sell some makes of
cars.
BY CONTRAST consider this: Lozier advertising ex-
pense for April was less than IA per cent of our turn
ever. And April was the biggest month in Lozier
history.
N WE DON'T MIND TELLING YOU that the total
administration, sales and advertising expense of the
Lozier company is less than 8 PEI cent In fact we
are glad to tell you, for, if you have any idea of the
eXtravsgances practiced by some automobile concerns,
you will readily see how we are able to give such value
az the price IN Lozier carS-Fours and Skies.
BUT WE Arr GETTING AWAY from our text. We
may make a better car-but having done so we can
find, with which TO describe il, no words that have not
been as forcbly used to exploit a less worthy product
Still there is a way.
U statesmen TEL us-and in writing Lozier ads
we find the same is true-that after one has used up
'al the a~dieetfves in describing the latest model; gone
LoZIER MOTOR
Written BY I. Leroy PsIlsusr g
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