Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1915-05-09

'''SN AtoiI tniS IHetnOu OF ralr' dealing
is to be found in the fact that the tire
purchaser Is relieved of the necessity
OF shopping around and wasting time
In his efforts to satisfy himsclf that he
Is getting an honest price. When he
gets quotation on tire now he
knows that IT ss nnai-that it is the
lowest price the dealer can make. and
that no other dealer will be able TO sell
the Same tire for less
Dealers throughout the country are
enthusiastic over the advantage Of do
ing business In accordance With this
fair ant, sensible method 1t disposcs
OF cut throat policies. simplincs the
matter OF keeping purchasers satisfied.
makes sales easier. and puts tho whole
tire business upon a legitimate basis.
"As ] have said. the Goodrich organ
iZation believes it lis entitled to credit
for having brought about this new or
der of things. and for having caused
the substantial reductions that have
been made in the prices of tires of all
kinds.
I'VE are by no means insensible Of
the fact, however. that our effort would
have been long and tedious, If 1t had
not been absolutely futile. without the
influence of the newspaper advertising
that We did. By using big space In the
newspapers throughout the country We
did almost in day what IT would have
accomplish without advertising.
81 confess tina, had never before
realized the tremendous power Of the
press | had never before been In a
position TO see the actual and imme-
diate effect of advertising. When a
man advertiSes for the sole purpose Of
Increasing his sales ne is likely to at
tribute the growth of his trade to a
number of causes. hrs orders multiply.
ha iDk iS n
change in business conditions TO a
growing appreciation Of his product
or TO variety of causes apart from
his advertising.
1t is only when the concrete evil
dence is presented. as 1t was presented
in the Goodrich 'Fatr-List' campaign
that one gets correct idea of the CT
feet of advertising-of its tremendous
pulling power and the great momen-
tum that is generated by 1t. Within
twenty four hours after the publica-
ton Of the first Goodrich 'Fair-List
advertisement everybody who owned an
automobile was talking about the won
dcrful new era in the tire business, and
in less than a week the readjustment of
tire prices was going on everywhere.
What the people think of Goodrich
Fair-Lst' prices is fully explained in
the greatly increased and steadily
growing volume of business that the
company Is doing. Goodrich tires are
better to-day than they have ever been
before and Goodrich sales are greater
than they have ever before been in the
history OF this the oldest tire manu-
featuring company in the country.
The quality OF the tires. 'Fair-List'
prices and advertising are the three
things that have placed the Goodrich
Company In the strong position ii occu-
pies to-day. Goodrich Safety Trcads
are only per cent higher the exact
difference in manufacturing cost than
Goodrich or any other smooth tread
tires. Goodrich Safety Treads are
from per cent oi6 per cent less in
price than other widely advertised non
skid tires.
The facts are that other manufac-
turers have met the Goodrich Fair
List prices on smooth treads (Which
represent about ID per cent Of their
output but they have no, met the
Goodrich 'Fair-I.ist' prices ON nonskid
tires. which constitute So per cent OF
their output. So IL is up TO the tire
user now to help Goodrich down the
padded prices on nonskid tires
The verdict OF the people is over
whelminEly and convincinEly in favor
OF Goodrich. Every real price reduc-
ton has followed the Goodrich lead
The public has learned to depend upon
Goodrich leadership and upon Goodrich
integrity. This Is why the Goodrich
Company is unable. with all It's trc-
mendous facilities. TO MI its orders"