The Barre daily times. (Barre, Vt.) 1897-1959, 1917-03-15

In many other lines you will find bus
nesses that were formerly seasonable an
proportionately expensive are now sprea
over IL months of the year with grea
saving in overhead.
have touched on these general point
at this length because they answer que,
tions most frequently asked.
, In fact, the question, "Does advertiser
raise the cost TO the consumer" ma
soon be made the subject of an ofcis
inquiry.
| would like to read in this connection
few paragraphs from report recent
prepared by the Association Of Nationa
Advertisers.
whether you buy farm products at
grocery store, or mill products at dr.,
goods store, or laboratory products at
drug store; whatever you buy at an.
store, be sure of one thing. The pric'
includes the selling cost. 1t must, es'
the manufacturer, the wholesaler, the re
taller and the salesman could not live.
"And just as surely as there are al
ways two items of cost, the manufactur
ing and the selling, just SO surely are
there only two ways in which the price
of goods can ever be reduced. One is by
economies in manufacturing cost. The
other is by economies in selling cost.
"Of course, it isn't easy to cut manu-
| featuring cost without cutting quality
| But in modern times way has been
| found to cut selling cost-and its name
is advertising.
Advertising cuts out the grades,
curves and the angles. 1t makes a drop
of ink do the work of a salesman. Bear
in mind that goods can never be sold un-
less there is demand. and advertising
creates this demand in the simplest, most
direct, and least expensive way. No 9TH
er sales method can equal it in magni-
tude of return for minimum of cost.
And the big returns from advertising
also cut down the manufacturing cost
that's another saving. Increased volume
of production always means a decrease
in the unit cost of production better and
more efficient manufacturing methods"
Over s65oooo,ooo Spent for Advertising.
There is expended in this country each
year in advertising of all sorts between
$3.50, 100000 and $700,00000O.
At first place these figures sound
large, but when we remember that the
product of the American hen alone is
worth almost twice that amount per an
mum we have not so much to crow about.
At least half, perhaps little more
than half, of the total expenditure for
advertising is expended in newspaper ad-
vertising and the next largest item is for
direct mail literature of all kinds.
Many men, especially those of the
granite head type, do not advertise be-
cause they are like the Irishman with
the lettuce, who, when asked TO have
some, he replied:
Il won't touch it, because if tasted
it / might like it, and l hate the damn
stuff
Others keep out because they think the
problems are bewildering whereas, as /
said before, advertising is the simplest
thing in the world
In a general way it has only two main
problem of the manufac-
Iurer and the problem of the local dis
The advertising path Of the local deal
II is comparatively simple. His possible
customers are in compact radius. His
is near. His field is before
Ms eyes.
He usually finds that, of the several
Ways of advertising at his disposal, adj
'ertising through the columns OF his To-
al newspaper produces the best results
It the least cost. The reason for this is
bvious.
Everyone reads the newspaper, and
veryone naturally turns to it for news
bout goods and merchandise just as
hey turn to it for news OF the war, or
be latest quotations on stocks.
We, in this land of the free press, live
o close to the newspaper, it has become
o intimate, so much part OF our daily |
fe, that we do not really appreciate it. 4
he newspaper is the nearest thing TO {
he American people we have. 1t is
omething we could not do without. Its
,ss would be like the loss of our dearest
-iend. !,
Speaking OF the actual service that
ewspaper advertising renders, John ,
the great merchant, recent
= pointed out that every man who pays !,
ne or two cents for a newspaper saves
ght or nine cents because of the fact !
lat that newspaper carries advertising.
other words if il were not for its adj
srtising revenue il would be impossible I
produce newspaper for less than ten
nts a copy. q
Advertising Is News. k
Nowadays newspaper advertising is as .
'eful and important to the average
ader as any other news in the paper.
is part of the news-something that :.
expects to get when he buys his paper. !,
MS is what gives newspaper advertising a
oh compelling force The reader is re- =
ptive. He don't have to be forced to read y
He wants to.
The manufacturer seeking to market a,
article throughout the United States :,
$ a national viewpoint as well as the =
dice of several kinds of mediums. Up "
few years ago it was the custom to !,
wv this national advertising problem in ~ ~
zoo general way, without close study of ., .,
al conditions.
! have occasionally likened some of ~
e so-called national advertising to a -.
In. who, to sow his field with seed, q,
<es the seeds and shoots them into the - =,
with gun. Some of them naturally M
ne down and grow. However, his crop ~