Evening journal., 1916-01-29

possibilities OF using publicity in
stimulating the sales OF merchandise
and more particularly the new in
ventions OF marked Improvements
over old commodities.
"In the next stage advertising had
grown to a recognized factor In every
live sales organization. II proved to
be the most powerful and far-reach-
ing means Of selling through the trade,
and also, large enterprises were de-
veloped in which all the selling was
done by advertising; namely the mail
order houses
To-day we are just entering new
epoch in the evolution Of advertising.
While using this giant selling force,
advertisers have discovered that 1t
has value outside Of and beyond the
stimulation of trade, and that this by
product, as it were, is more valuable
than all its other powers.
81 refer to the power Of advertising
to create and develop business that
did not exist before-to open new
fields for commercial activity.
Recently an advertising agent So
licited the placing Of our advertising.
We could do nothing for him because.
Of satisfactory connections, but to
turn his mind into happier channels,
| suggested that he devote his efforts
to inducing some large industrial cor
poration to advertise, who are not do
I ing so now. Who, for instance? he
asked. replied, Get the United
/ States Steel Company to advertise
steel, or get the Guggenheims to ad-
vertise copper
"'Just now" l explained, the whole
! business world is wondering what will
/ happen to American industry after the
marvellous rush Of war business is
/ over, and demands falls back to less
than normal.
"Why let it fall back? Why not use
part of the exceptional, earnings of the
present to create business for the
future?
"'Very fine, said he. "but where and
how can the steel people get business
outside the natural demand for their
product?
4 "There's where advertising steps in.
4 Why sit still and wait for spontaneous
A demand, when it is SO easy to create
new and natural demand?
4 "Innumerable uses of steel await
J development There are still millions
of miles of steel wire fences to be
J built, there are thousands of country
j bridges of wood that should be of
. steel. The era of fre-proOf homes
has dawned and steel construction of
4 dwellings could be made to consume
more tons that would be used in Office
buildings and factories.
only the other day I read an ad-
vertisement of a pressed steel spoke
e wheel for automobiles, lighter and
stronger than wood. Suppose all the
D wooden spokes Of wagons and car
riages were replaced with steel? How
= many tons would that mean year?
Then take the copper industry. Its
present prosperity has been thrus'
a upon it. Will the copper producers
o resign themselves to their fate aftel
t the war and shut down their mines, ol
e will they get busy right now and
= invest some of their excess profits il
' creating future copper business?
d where can it be created?
: 81 recently had copper cutters ant
rainspouts put on my house because
+ the old galvanized steel cutters ha'
e rusted out. Copper costs more bu
/ does not rust The poet speaks o
Y 'deathless bronze Bronze is mostl
l. copper. Think Of all the rainspout
J. and cutters still to be sold.
/ "Then there are the tin rooi7 wit
a such leaky tendencies. Most of ther
= could be replaced with copper throug
s advertising.
"If your wife takes a party to bi
/ hotel for fine meal, does she realiz
that practically all those Epicureai
e foods that excite her housewifel
n envy are cooked in copper utensils
. Think of she millions of saucepan'
: kettles. and baking dishes of cope
), that might be sold IN the homes o
= this country.
r such, gentlemen, / believe in tn
L big future field OF advertising; tn
S creation of new markets, enabling tn
} producer and manufacturer to contro
d the volume, time or season, and loca
l. ton of sales, instead of drifting wit
the current and studying world poll
S tics and financial statistics to gues
5 whether or not dividends cen be pai
d next year or the year after.
Il "You publishers and editors ough
u TO be, and ! am sure are, much inter
e ested in this modern development c
I advertising, which tends to stabiliz
: business and make all times goo
: times. You can all help by taking a
2 interest in the courageous efforts {
advertisers to build up future bus
e ness by investing in advertising ia
|, ahead of profitable returns.
i Advertising of this characte
= should receive special encouragement
because it is highly constructive, an
, if successful, profits the whole coun
n try.
s Examples are found in the cam
e paigns OF the cement companies whic
, are working to promote the use {
l. cement on farms, to the electric CON
e panies promoting the electrifcation {
l. the farms and villages, and in on
n own farming with dynamite and traI
J. shooting promotion.
IS "Such advertisers are nation built
ers. They have the vision to sc
years ahead and the courage to spen
h years ahead. They spend most {
n their promotion funds with publish
ers, and it is good business on you
a part to cheer them on by helping thel
10 in their work"
,t SPECIAL MEETING AT ST. PAUL
n st. Paul's Methodist Episcop
Ie Church. the Rev. Vaughan S. Collin
ID. d.. pastor, is supporting the LyC