The farmer and mechanic., 1915-04-27


commercial world are surprised at
me big way in which automobiles
nave been sold right along during the
past six months.
The sale of automobiles has been
~ brisk as ever-in many cases man.
.uficturers have actually increased
their sales to Unprecedented figures.
All this isbeyond the comprehen-
~iono men who have never acquired
am understanding of the tremendous
force that goes with advertising.
II IS evident that the splendid busi-
ness in automobiles and automobile
accessories during the recent period
of depression has been due in very
large measure to advertising.
For nearly fifteen years, and espe-
cially during the past five years, the
manufacturers of automobiles and
automobile accessories have been ad
Nertising persistently and consistently.
And, most important of all, adver
Using has helped as much as anything
else TO lower the cost of autOmO-
MleS
BY advertising, demand has been
created for certain types of cars
thereby increasing the output and
making it possible for manufacturers
TO make from $500 to 10000 in a year
of one model at about one-half or less
than the same model could be made
for in lots of 100 or 1000 Today you
can buy a better car for $500 than
you could ten years age for 49,
000
Automobile advertising has dur
ing the past decade been little short
Of marvellous. Each year the amount
oi this advertising has increaeed over
that of the preceding year.
do not to saw that aOVertlS-
ing is a sure cure for hard times, or
a guarantee against failure but l dc
contend that advertising is the bust
ness mans best insurance against
loss
The Right Sort OF Insurance.
The contraction in the sales of prod
ucts which are largely advertised ir
the newspapers is hardly perceptibl'
in dull times, whereas the sales O.
unadvertised products fall off from
one-third to one-half or more.
Let me cite the case of The Gen
eral Roofing Mfg Co An interview
with member of this firm was pub
hshed in the Chicago Tribune o
March s.
The results of a remarkable cam
pal@n of newspaper advertising tina
brought in the midst of the busines
paralysis following the outbreak o
me European war a maximum gat
~ business of 20 per cent over tn
uade Tor the same period year agt
We're announced today by George N
Brown, president of the Genera
Roofing company, which has its par
ent manufacturing center here.
Has Spent $15O,OOO.
OF the 100000 that Mr.. Brow
'o the CONSERVATION of conservative
aSSociates, scooped from the erasu,
'ist August for the publicity vertuI
mat was to transform disaster I'M
increments of benefit a little MOI
than $l50.0O0 has been spent thu
Lar. and even were the campaign
end now its consequent results wOu
continue to arrive during the comlr
months, Mr.. Brown says.
While other manufacturers we
hemoaning the depression
Browns concern broadened it's ScO]
"htll, completely outstripping ev'
me records of its most prOSpero
t'a it is exhibiting for the months
January and February, just ended.
series of colossal gains
Gains in Every Department.
or these two months, Mr.. brow
says, minimum gain in any depal
ment was 10 per cent over the &C
responding period In 1914, VIII
conditions generally were It or abo
normal
Not one of the companys 1900 e1
ployes has been laid off minute sl1
ne campaign started.
II takes courage to advertise VIII
business conditions are not good, !
advertising pays best at just su
times.
One of the greatest things abe
advertising is it's moral effect. &c
advertising creates a desire IN
mind of the reader for the prod
advertised automobile advertis
mas been unusually good and with
support automobile editors have giV
The industry, automobile desire-cre
ing copy and news-stOries have
most wonderful selling effect