The Detroit times., 1916-02-15
Michigan Stars AS
High-Geared State


An inquisltive person asked a man
from Detroit why IL was that three
out OF every four automobiles in
this country came from Michigan.
Whereupon the man from Detroit
presumed IL was because they were
made there!"
But this Is only half the reason
--the other half is story OF ad-
vertising and salesmanship.
Michigan's history includes the
story OF the automobile. But the
story OF the automopiie would. by
no means. be the whole history OF
this high-geared manufacturing
state.
Michigan has been in the manu-
featuring business for two and half
centuries. Ever since 1868. when
Marquette came to missionize the
Chippewas, she has been making
history. She turned out a chapter
for France (Which originally owned
herr, and q chapter or two for Great
Britain. But since the good old war
days or 1912 she has been making
United States history exclusively.
As a state she was hewn right
out OF the wilderness. Her past Is
full OF thrills. Among other things
she produced good Indian war
Pontiac's-and also fuil-size politi-
cal party--nothing less than the O..
o. r. itself. She was a pioneer In
developing the American school sys-
tenn.
II wasn't a mere accident OF cir
cumstances that made Michigan
great as manufacturing state
not Michigan. with her splendid
pioneer courage, initiative and sell
ing talent!
Take the automobile industry
rubber doesn't grow in Michigan
and steel isn't much manufactured
there. Yet Michigan has built and
sold one automobile for every man.
woman aud child OF her population.
She produced three-fourths of the
100000 American cars made last
year. She is calmly figuring on
four-ffths OF the estimated 100000
output this year.
All OF which indicates that II
takes more than steel and rubber TO
produce automobiles. And Michigan
has the more"
Michigan's supremacy in the
building OF pleasure cars and trucks.
gas" and electric. is another Alad-
din's tale. Detroit alone has 80 fac
tories--which made close 10 400, ,00U
cars, worth s375.000.o00. In 1915.
This city has a hundred shops which
manufacture automobile accessories
Lansing, Jackson and Flint are also
In the business.
Michigan not only had the vision
and the mechanical skill 10 produce.
but also the genius to sell, automo-
biles. After the first years. the man.
ufacturers relied heavily on adver-
tising to help them cash In. IL was
done extensively--mostly in glitter
ing generalities. Big space and
smashing illustrations. with chunks
OF technical description. about define
H.
Times have changed In automo-
bile advertising. just as they have in
manufacturing To-day a description
OF springy springs and beautiful
gloss will not sell car.
Future sales will be very much
q question OF good advertising. And
the manufacturers who win will be
those who have something TO tell
the public about their particular cars
that can't be said about any other
We believe in doing II different.
1y" always. That's one reason why
Aver advertising ls 80 successful.
We'd like nothing better than ia
be invited In on one OF these Michf
gan car accounts-with n clear track
opportunity 10 prove that automo
bile advertising can be made differ
ent as well as profitable.