Evening star., 1916-11-07
AMERICAN TRADESMEN
FACE FIGHT IN BRAZIL
Instance Of Injurious Advertising
Cited to Show What Should
. Be Avoided.

Press
RIO JANEIRO. Brazil. October "a
American business men here who re-
Gently formed a strong chamber of
commerce for the purpose of develop
Ing the large share of the trade which
the war in Europe has thrown from
their old continent rivals into their
hands were chagrined at the appear
ance Of a large advertisement in one
of the principal journals of this city a
few days ago which caused much mer-
riment in the commercial circles of
their English. French. German, Italian,
Portuguese and Dutch rivals
The advertisement was a large dis
play telling In detail Of the merits of
a well known make of American auto
mobile. 1t was set forth in correct
try. and would have been a good trade
puller but for the last line. which read:
Agent for Brazil. Mr.. A. Blank.
Quito. Ecuador"
On the maps the straight-line dis
tance between Rio de Janeiro and
Quito has not much more than the
appearance of a good broad jump; on
the trade routes over which a letter
must journey between these two points
the distance is approximately 5000
miles each way. Calculating on rea-
soma oly close rail and steamship con-
pections- -four months would elapge be-
tween the time the prospective Bra
zii.an buyer posted and received reply
fo- an order or inquiry European com
potitors with agents and displays on
me spot would enjoy a. most obvious
advantage.
Distances in South America are great
and are seldom realized by the North
American, who is much more used to
vast stretches than is his European
rival. In the case of the letter cited
above. il would have to go from Rio de
Janeiro to New York by steamer dis
tance of 4,T70 miles. then 1872 miles
southwark to Colon, so miles across
the Canal Zone, s35 miles down the
west coast of South America to Guaya-
quill. Ecuador, and finally 30 miles in
land to the high plateau city of Quito
The return trip would be over the
same route. for mails are not carried
southward to Buenos Aires and over
tinent. and. even if they were. the dis
tances still would be SO great as to
make the American automobile adver-
tisers proposition ridiculous
Rivals Plan to Fight Hard.
There are evidences everywhere here
that the English. German, French.
Spanish and Portuguese merchants
mean to fight hard to dispute the lead
recently acquired by the North Ameri-
can in the field of Brazilian trade. For
some years prior to the war the United
States occupied third position as sup
plier Of merchandise to the Brazilians
During the FIRST year of the conflict the
northern republic crept To second place
and at the termination OF the second
year IT had good lead. which it has
since maintained When frada condi-
tions are re-established. competition
will be keener and establishing agen-
ciss in the plateau region Of the Andes
for sale of commodities in Rio de ia
metro. which is as II English firm
would advertise the sale OF "A COM
modify in a New York paper and refer
inquiries to its agency in Sitka, Alas
ka, will not help American exporters
to maintain supremacy.
To break the hold which the United
States has slowly acquired and TO re-
establish prewar Conditions of su-
premacy will be the infiexibie aim of
the English. French and German tner-
chants. No influence. however subtle
IL being overlooked to sway the Bra
zilian government and people. Wrong
Interpretations of the Monroe doctrine
willfully misleading articles which ap-
pear frequently in The press as to the
attitude of the United States and its
people on the European war and other
tactics of a like nature are part of the
cunning campaign to discredit the
northern trader.
The more open campaign consists in
the Strengthening Of the position of
supremacy long held by the European
nations in the matter OF transportation
communication and banking facilities.
Here. with the exception of the last
named, the American trader Is badly
Handicapped. with little hope of relief
in sight