The evening herald. (Klamath Falls, Or.) 1906-1942, 1918-12-30
j. :. TRADE IN
SOUTH AMERICA
IS MULTIPLIED

SLN WORK, D. g. - il"t
S't.9 r0nJfaciureIs anr ,'rDg,. 8
have Increased their rrsIc 90 Eru2N
and other South American countries
by more than l8O per cent since Tie
beginning OF the war, according 70
j. w. Sanger, Trade Commissioner Of
the United States Government Bur.
eau OF Foreign and Domestic Com
merce. who recently returned from u
survey OF the business opportunities
south OF the equator.
Imagine ten large stores In one
| big city and one OF these stores doing
more business than all the other nine
com bined." declared MIR Sanger, and
| that will give you some idea OF the
position we are In today. II Is an
amazing record. We are now selling
| South American counties more than
| half OF everything they import. Our
! total export trade Is now counted in
! billions OF dollars.
The Commissioner said that with
| the signing OF a peace treaty
practical certainty within six months
or a year. 1t Is NOT day too soon 20
/ begin making definite plans TO meet
| the keen competition in foreign trade
that must come almost immediat
| The hundreds OF millions OF dollars
/ invested In new factories and ships
! h. said, mean that America must find
fresh outlets for her enterprise and
! industry
We need more and better direct
Icpre,.ntation OF our manufacturers
! in the important trade centers of
Brazil and other South American
| countries" he said. This may come
about thru taking the fullest adv1n-
tage OF the new Webb Export Trade
| Act or in other practical ways.
I'VE also need a fast and regular
neight service to every important
port OF Latin America" said Mr.. San.
ger. without II We will be rs Grip
pied as a department store that de.
pends upon casual messenger boys to
make its deliveries. Then again We
must be prepared to meet the actual
needs of these countries regarding
/ the extension OF credits.
! The biggest single incentive TO
| fcreign trade Is foreign investments.
| Unfortunately our holdings in South
America are practically negligible.
! In a short time our immense surplus
c?pital will seek investment. Brazil
| in particular, needs this capital and
will pay us handsomely for II.
How many reople in the United
! States know that Brazil alone Is
| larger than sll the United States; vet,
/ except for its thinly settled coast line,
! Is practically untouci ed? II is one
! OF the richest countries in the world
/ and is destined to develop along simi-
/ lar lines to our own country in the
past hundred years. Ii has every
nntural resource that we had and. III
. otuSlS NhhN 'AH 49,
rive us. Our talking machines. type.
| writer's, sewing machines, safety
razors and n multitude of other Am
erican products are standard with
/ Brazilians today. II is up 10 us to
make just rs well known the thous'
ands OF other products that we make
and that they need just as much"
To accomplish this, Mr.. Sanger said
il was necessary for American manu-
facturers TO advertizZe their goods
down there" In South America,
he said advertising methods are crude
and much as they were in the United
States 30 or more years ago.
I'VE have scarcely even begun to
use this power. this promoter of sales
and good will, in South America, "
continued Mr.. Sanger. Il have un-
mistakable evidence that the people
Of that country respond amazingly
even to the crude forms of advertiS'
in% offered them,
"Buenos Aires, the capitol OF AT
gentina, has splendid newspapers
with circulations ranging around
5000 daily. Brazilian dailies have
proven excellent mediums for adver'
tising
"The biggest thing that could hap
per to advertising down there would
br for broad.gauged American adyer-
tising men, to take more interest in
Il These countries await the stimu'
lus of American advertising 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 Brazil, where Portuguese is
sroken. Brazilians are offended If
you write or speak to them in Span
ish