The Daily Ardmoreite. [volume] (Ardmore, Okla.) 1893-current, 1917-09-04
AMERICAN PRODUCTIONS TAKE
GERNIANY'S MARKET IN ITALY
Gap Left By Teutons Will BE Filled by
WeSterners.

Rome, Aug. 10 correspondence OF Ihe
Associated Pressp-"The gap left by the
withdrawal Of German and Austrian
merchants from Italy is gradually being
filled by American products" said II. p.
Benton. an American who has for many
years been manager Of one OF Italy's
largest department stores. but II Amer
leans wish 10 hold this trade they must
get around TO extending credits and cat.
ering TO the trade by making small-lot
sales
Il do not mean that Americans should
do business like the Germans. because
they can't German business was often
a losing proposition. The loss was made
up in many cases by direct subsidies
Of twenty-five percent TO firms pushing
German goods. know personally Of a
big firm in Milan that handled German
hosiery. BY having this line Of goods
manufactured in Germany in its own
shops instead Of Italy II received this
subsidy and therefore undersold not only
Italian but English competitors.
80 you see. the vaunted German busi-
ness methods we're not really business at
all. Think this subsidy arrangement
must explain why the German turned
out such a lot Of poor grade goods His
big object was to make sales under all
circumstances. The more sales the
more subsidy.
Must Change System.
Now. at present America is the only
country which can supply many Of the
articles needed here. Therefore il her
wholesalers demand cash al New York.
the Italians must pay or go without the
goods. But this system does not tend 10
build up steady trade. SO soon as these
merchants get the opportunity. they will
buy in France or England. or else make
up the goods themselves. as they are al.
ready beginning to do. Also. II must be
remembered that there are no large com
binations Of merchants here. that IL is
a country OF small stores. and therefore.
wholesalers must be willing 70 sell In
small lots. In reply TO inquiries, an
American firm will send over a hand.
some set OF literature an dast for an
order Of thousands OF the articles IN
question. when the buyer has Only doz.
ems In mind
Il think the Americans VINO have
looked over the field realize that Italy
is really virgin soil commercially. and
offers big opportunities for the estab.
lishment OF manufacturing PLANTS back.
ed by foreign capital and worked by Ital.
ian labor. From this point OF view.
a thorough understanding OF the Italian
mentality is necessary and possibly a
long campaign OF education To urove
to the workman that the employers In.
terests are his interests At bottom.
the Italians are goodhearteH, kindly pco.
pie and II YOU get their good will your
way is much easier. One must be eau.
tious in making contracts. and not take
their little tricks too seriously.
Retail Business Good.
From a retail point OF view. bust.
ness is now very good. The ma aiority OF
my sales are made to the richer Ital.
ians. They are willing TO pay very
high prices for what they want. and
they particularly want foreign made
goods For this reason Americon made
goods go well. American shoes have al.
ready secured a fine market here. I
think also that the American flve-an.