El Paso herald. (El Paso, Tex.) 1901-1931, 1918-08-09
GERMANS SAY ADVERTISING SLUMP
IN AMERICA SIGN OF WEAKNESS

CIT pays to advertise IN war as well as in peace The
far seeing merchant never stops advertising" Thus
an enemy publication expresses thought which time
experience has verified It is the Berner Tagebatt And
as to Advertising the Germans what they talking
about They past masters in the art On the military
side, they have very suy played up dramatic and sen
satonal exploits their endeavOr impress their own
waveng people, their enemies and the neutral countries,
with the invincbty of German But of much more
importance the advertising they have done to keep alive
the reputation of German commerce They are looking
forward to the days Of peace when German factories will
be turning ont commodities BY thousands Of tons Once
they had world market They will try to regain it.
They advertising in all neutral countries with that end
view. They believe in advertising.
the United States apparently many merchants have
overlooked the significance OF publicity ShoTtsghtedly
they retreneh on advertising II they believe business IS
turning dull They should realize that business becomes
dull then II is that the public requires cultivation by ad-
versing In thriving times advertising makes good bust
better In less thriving times, advertising makes poor
business good, if the advertising is extensive sfu and
There is another side to it. man who does not give
the matter serious attention is liable to think of adveTs
ing only Of selling goods. He does not realize,
often, that his advertising is not only purchasing Gus
but IS also purchasing good will Advertisements
build him reputation and the only to keep his rePu-
tation alive to persist in advertising But what his
shipments delayed and his stock depleted
occurrence IN wartime! To hold his public he must keep
advertising alive when there is immediate sale
be made Some Of the larger firms engaging in national
advertising realize this. Some Of the automobile COM
panes, for instance paying high rates IN weekly and
monthly magazines that their output is fully
engaged They suggest the placing of orders for future
livery There automobile companies in England which
advertising IN the London Times for afterwsr trade
They unable to manufacture any for the public
but they remind the people that when peace comes
they viii again be building for people to in bust
for pleasure If motor firms at home and abroad
display much foresight and willing to undertake
such expenditures Tor advertising when they have nothing
sell now, other firms at home which have something
sell and complaining OF lack Of trade ought to the
light.
Germans, looking for sign OF weakness In the United
States think they have found in the undenable falling
off in advertising German advertising is falling off
When American advertising declined the Germans spotted
the fact and construed it IN their way, to their
advantage.
The Berlin LOaI Anzege1 one of the most influential
papers IN Germany, level with the Beriner Tagebatt
IN that respect, said on April 20 Of this year:
Nothing IS more acceptable TO the German nation
than 10 note that the North Americans have aban-
doned advertising their goods in virtually all Of the
foreign markets In the United States itself there
not paper which has not suffered a loss in its ad-
vertising lines, and that despite the fact that the