The Washington times., 1916-02-05
DOES NOT BELIEVE IN
ADVERTISING LICENSE
Goodrich Company Holds Truth
Is Most Important Factor in
Selling Goods.

1--WE believe in advertising. as an
economical factor in the marketing OF
hires and other commodities to consum-
ers," says J. l.. Waclsmuth. local
branch manager Of the b. r. Goodrich
Company.
I'VE believe, too. that the value OF
each line of advertising space, paid for
depends not only upon the message
which fills that space. but. ultimately.
upon the degree of truthfulness and
good faith within that message. We be-
raised up. or lowered down. in public
confidence by the general average OF
truthfulness and sincerity in the ad-
vertising used by that industry.
I'VE believe that chronic atmosphere
Of half truth and a continuous stretch
ing of the truth in an effort to beat
the devil around the BUSH might cost
all advertisers in given industry, half
the possibilities of their appropriation.
We believe that many advertisers real
ize this fact, as we do, but hesitate to
express it, lest such expression be
deemed unethical
Ethics of Advertising.
"The ethics Of advertising, so vaguely
defined that each interprets them for
himself, seem often cursed with insin-
certty. Under these ethics It Is. for in
competitors.
But. per contra. these ethics might
admit Of any advertiser claiming for
his product, as exclusive features, such
features as are common to all, or to
others, who make the same grade of
product.
We do not believe that this is good
for the ultimate interest Of advertising
in general or for tire selling in particu-
lar. For the advertiser, in the end, must
nj al
advertising through discounted cred
ence.
I'VE are prompted to make a state
mcnt like this, because we think IT
dustry 10 consider. We, are not as
suming a holier than thou attitude,
nor indulging in plea for good prin.
Ciple alonc--though that alone should
lieve that many other worthy adver-
tisers think it, and would gladly CO.
operate with tiff someone set the
pace. as sound business policy-.for
multiplying results from advertising
for all tire advertisers.
I'VE say It too, because the Good
rich Company, more than other tire
manufacturing concern, has SUI
fered damage from competitive ad-
rertising which implied claim to ex-
elusive features in product, equip
ment, or method which had long been
common with us.
What Public Cares About.
at Is true that the public cares
little who makes or sells the most
tires-who made the first pneumatic
tire---the first white rubber tire. the
first black tread tire. or the first gen
uine cord tire. The public cares
chiefly for who delivers the best
value in tires to consumers. We re-
alizc :his, and so concentrate upon 1t.
mo rubber concern makes. in the
as does the B. F. Goodrich Company.
while 1t may have seemed that we
transgressed the so-called ethics of ad-
vertising by publishing a challenge to
all competitors. upon VOLUME. It was
not because we like to do this sort Of
tliEg.
"The B. F. Goodrich Company was the
first concern in America to make white
rubber treads on tires. We have dis
carded them but it is through no short
age of the white ingredients. caused
by war. or other conditions alleged to
have made a scarcity. We abandoned
the white tread rubber in favor IF the
black tread barefoot rubber, which We
alone introduced two years ago. on our
famous SilvertoWn cord tires. We
abandoned white rubber in the treads
OF our fabric tires for 1916. and replaced
It with our black barefoot rubber only
after two years of such rigid tests for
Silvertown cord tires as clearly proved
the great worth of our black 'harofoot
rubber. for road work and mileage.
THE consumer demand which results
from this policy is the only excuse
which the B. f. Goodrich Company.
offers for making far more motor car
tires in America alone than any other
hnr