The Birmingham age-herald., 1918-12-29
TELLS OF BUSINESS AWAITING AMERICA
 IN SOUTH AMERICA
J. w. Sanger Says Response to Advertising in That
 Section Is Immediate

New York December 2S.-United States manufacturers and exporters have increased their trade in Brazil and other South American countries by more than 1s0 per cent since the be- ginning of the war. according to J. W. Sanger, trade commissioner of the United States, government bureau of foreign and domestic commerce, who recently returned from a survey of the business opportunities south of the equator.
 Imagine 10 large stores in one big city and one of these stores doing moro business than all the other nine com bined" declared Mir. Sanger. 'and that will give you some idea of the posi- ton we are in today. It is an amaz- ing record. We are now selling South American countries more than half of everything they import Our total ex- port trade is now counted in billions of dollars"
 The commissioner said that with the signing of a peace treaty a prac- tical certainty within six months of a year, it is not day too soon to begin making definite plans to meet the keen competition in foreign trade that must come almost Immediately The hum dreds of millions of dollars invested in new factories and ships, he said, mean that America must find fresh outlet for her enterprises and indus- try.
 We need more and better direct representation of our manufacturers Tn the important trade centers of Bra gil and other South American coun- tries" he said. This may come about through taking the fullest advantage of the new Webb export trade act or in other practical ways.
 "We also need fast and regular freight service to every important port of I.atin-America," said Mir Sanger. Without it, we will be as crippled as a department store that depends upon casual messenger boys to make it's de- 1iveries. Then again we must be pre- pared to meet the actual needs of these countries regarding the exten- sion of credits.
 '.The biggest single incentive to for eign trade is foreign investments. Un- fortunately our holdings in South Amer ica are practically negligible. In short time our immense surplus capital will seek investment. Brazil, in particular
  somely for it.
 How many people in the United States know that Brazil alone is larger than all the United States; yet. except for it's thinly settled coast line, Is practically untouched? It Is one of the richest coun- tries in the world and is destined to de- vclop along similar lines to our own country in the past 100 years It has every natural resource that we had and s1 nl @t1 hot of,Yrn .1t tnt give us. Our talking machines, type writers, sewing machines. safety razors and a multitude of other American prod ucts are standard with Braxilians today. It is up to US to make just as well known the thousands of other products that we make and that they need just as much To accomplish this, Mir. Sanger said, it was necessary for American manufac- turers to advertise their goods down there" In South America, hs said ad- vertising methods are crude and much as they were in the United States 30 or more years ago.
 We have scarcely even begun to use this power. this promoter of sales and good will, in South America continued MT. Sanger. T have unmistakable evi- dence that the people of that country re- spond amazingly even to the crude forms of advertising offered them. "Buenos Aires the capital of Argen- tina, has splendid newspapers with cir- culations ranging around 150,0o0 daily. Brazilian dailes have proven excellent mediums for advertising.
 ''The biggest thing that could happen to advertising down there would be for broad gauged American advertising men to take more interest in it. These coun- tries await the stimulus of American ad- vertising genius properly adjusted to meet their needs But let the American advertising men put this in their note books, Spanish is the language of all South America except Brasil, where Por- tuguese is spoken. Brazilians are of l tended if you write or speak to them in Spanish" ;"