South Bend news-times. (South Bend, Ind.) 1913-1938, 1918-12-25
BEGIN NOW TO WIN
FOREIGN MARTS FOR u. s.
CONTINUED FROM PAGE ONE.

CONTINUED FROM PAGE ONE.
Domestic Commerce. They have
been prepared by practical men VINO
have visited these fields and dug
deeply into the practical difficulties
There are also other splendid bust
ness ORGANIZATIONS which have
gathered valuable information for
the exporting manufacturer.
Second. we need more and bet
ter direct representation OF our
manufacturers in the important
trade centers Of Brazil and other
South American countries. This
may come about through taking
the fullest advantage OF the new
Webb export trade act, or in other
practical ways. But whatever the
method employed, it should De a
direct representation whenever pos
sible in order 10 gain the best and
most permanent results.
Freight service Needed.
we need a fast and regular
freight service to every important
port OF Latin America. Without Il
we will be as crippled as a depart
ment store that depends upon cas-
.Ual messenger boys to make its de-
.Iveries. Then again we must be
prepared 10 meet the actual needs
of these countries regarding the ex-
tension of credits Today no one
knows just what these needs will
he. but we must be prepared to
meet the actual requirements as
their arise.
THE biggest sinSle incentive TO
foreign trade is foreign investments.
Unfortunately our holdings in South
America are practically negligible.
In a short time our immense sur
plus capital will seek investment,
and Brazil in particular needs the
capital and viii paw Us handsomely
for it, How many people in the
United States today know that Bra
iii alone is larger than all the
United States, yet except for its
thinly settled coast line is praCti-
cally untouched? II is the most
amazingly rich country in the world,
and is destined 10 develop along
similar lines as has our own cOun-
try in the past hundred years. 1t
has every natural resource that We
had, and in addition others that ma
ture did not give Us. The Brazil
ians are particularly friendly to-
ward us, and their constitution and
their arrangement as states are
modelled upon ours. Travellers in
all parts of Brazel have found that
TO be North American" is a sort
of passport that never expires and
that needs no wise. Their liking for
US is not half-hearted
L. =. Goods Now Standard.
1--WE are buying their coffee and
other products in increasing guam
tity every year. They like our
goods. snd will like them better
and buy more OF us as they get bet
ter acquainted with them and know
them for the quality products they
are. our talking machines. type
writer's, sewing machines. safety
razors and multitude of other
American products are standard
with them today. u is up to Us TO
make just as well known the thou
sands of other products that we
make and that they need just as
much.
Last but not least we need 70
advertise our goods down there. It
was primarily to study the adver-
Using problem that I made this
trip We Americans know that adj
vertising in newspapers and other
publications is one Of the biggest
factors in the marketing of our
goods at home. To sell them at
home We advertise them broadly
ana consistently and we look upon
that advertising as an excellent eX-
Denditure The art and science OF.
advertising in South America is as
yet very crude, and is about in the
condition ours was so years ago.
Very little American advertising is
placed there. and most Of that is not
of a character that has given us our
fame as the best advertisers in the
world. Ii was American advertis-
ing men who discovered advertising,
or at least the real power and effec-
tiveness of It as a promoter Of sales
and good will"