Forest City press. (Forest City, Potter County, D.T. [S.D.]) 1883-19??, 1915-05-19
SUCCESSFUL MANUFACTURER TELLS
HOW He BUILT BUSINESS AND FORTUNE

through the mountains. calling on farm
ers, selling them their supplies for a
year. taking in exchange for this to-
bacco money or farm produce. The ex-
p%erience / gained in manufacturing to-
bacco and selling the output of the
factory to actual consumers has been
and is today valuable in the conduct
of this business.
Experimenting In Advertising.
'In 1872 ] felt the need of a more
thorough business education and gave
up this work to take a course at a
business college. In 1873 / began the
manufacture of tobacco in a log cabin
factory 60 miles from a railroad in Pat
rick county. Virginia, with II capital OF
ZOO. The first year in business 1 man.
fractured 10000 pounds, the next year
10000 pounds and then sold my brands
and trademarks to my partners and
moved to W~inston-Salem for the bene-
fit of railroad facilities, and on ac-
count of this town being located in the
center of the belt i'm which the finest to-
bacco in the world is grown.
In 1892 the business amounted to
1,oS5,929 pounds: in 1893 the business
amounted to 1905. 101 pounds. Seeing
that my business had lost over the
previous year and having had
lated more capital than was necessary
to run the business, l decided to ex-
pertinent in advertising. 1t was really
my first experience and l have found it
profitable ever since.
Big Returns From Advertising.
L spent bout 81, 900 in 1894 and Sc
cured an increase to 1.215,328 pounds.
Seeing that the profits on the increase [
made more than eimburs me for the
money invested. l was influenced to
make an appropriation for the next year
of $4,000 n erect a building with a
capacity of 10 times the business that
was being done at that time. The $780,
900 expenditure increased the business
that year to 2,126,763 pounds.
The sixth year his factory was
o~verworked. the output representing
11,3S9,S22 pounds. Since that time the
appropriation for advertising has been
increased year after year proportion
ately With the increase in business"
Newspapers the Standard.
Newspapers and magazines nave
constituted the backbone of all our adj
vertising," continued Mr.. Reynolds.
II believe that q manufacturer who
has a good product with which he can
make a popular appeal. and will tell the
truth about it in the daily newspapers,
backed with a good selling organiZa-
ton. will make an unqualified success.
l have had ample experience with this
form OF advertising to prove, beyond
any doubt. that newspapers are, un-
questionably. the standard form Of ad-
NcI liSlHs.
"This business is International in it's
scope. We. therefore, have passed the
stage on several brands as far as local
advertising is concerned. Hence, in
connection with newspaper advertising,
We use national publications. In estab-
fishing brands we cover the unit
section by section. relying on newspa-
pers for our main advertising support.
when you consider the number of
newspapers that daily go into the mill
J lions of homes and how dependent we
all are upon them for the worlds news,
it would be hard to depreciate their
value as an advertising medium. After
all. it's a simple matter of manufacture
ing a good article-and letting the peo-
pie know the truth about it.
No Retrenchment Owing to War,
Yes. newspapers are good advertise
ing mediums. or this company would
have found it out before it began in
vesting hundreds of thousands of dol
lars in their columns annually.
This company thought enough of adj
vertising as a selling medium not to re-
trench on Expense in this division OF
the business when the European wal
broke out. AS a matter of fact. more
money was appropriated to advertising
than. we would nave otherwise expend-
ed. AS a result, we are doing the lar
' gest business in our history.