Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1918-12-28
War Boosts Trade
Between All Americas

New York, Dec. 2S.--United states
manufacturers and exporters have IN
creased their trade in Brazil and other
South American countries by more
than 100 per cent since the beginning
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 ten large stores in one DIG
city and one of these stores DOING
more business than all the other nine
combined" declared Mr. Sanger, "and
that will give you some idea of the
position we are in today. 1t 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 practi-
cal certainty within six months or
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 hun
drods of millions of dollars invested in
new factories and ships. he said, mean
that America must find fresh outlets
for her enterprise and industry.
1--WE need more and better direct
representation 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 advantage OF the
new Webb export trade act or in other
practical ways. ...
I'VE also need fast and regular
freight service to every important port
of Latin America" said Mr.. Sanger.
Without it we will be as crippled as
a department store that depends upon
casual messenger boys to make its
deliveries. Then again we must be pre-
pared to meet the actual needs of these
countries regarding the extension OF
credits. .a
The biggest single incentive to
foreign trade is foreign investments
Unfortunately our, holdings in South
America are practically negligible. In
a short time our immense surplus cap
ital will seek investment. Brazil in
particular needs this capital and will
pay us handsomely for it.
How many people in the United
States knew thSt Brazil alone is larger
than all the United States; yet. ex-
cept for it's thinly settled coast line, is
pra ctically untouched? 1t is one of the
richest countries in the world and is
destined to develop along similar lines
to our own country in the past hundred
years. 1t has every natural resource
that we had and, in addition, other.7
that nature did not give us. Our talk
ing machines, typewriters, sewing ma
chimes, safety raZors and a multitude
of other American products are STAN
dard with Brazilians today. 1t 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. Mr. Sanger said,
it was necessary for American manu-
facturers to advertise their goods
"down there" In South America, he
said, advertising methods are crude
and much as they were in the United
States thirty or more years ago.
1--WE have scarcely even begun to use
this power, this promoter of sales and
good will. in South America" con-
tinued Mr.. Sanger. II have unmistak-
able evidence that the people of that
country respond amazingly even to the
crude forms Of advertising offered
them.
"Buenos Aires, the capital Of Argen-
tina, has splendid newspapers with
calculations ranging around 10000
daily. Brazilian dailies have. proven
excellent mediums for advertising.
"The biggest thing IT,, could hap
pen to advertising down there would
be for road-gauged American adver-
Using men, to take more interest in
it. These countries await the stimulus
Of American advertising genius proper
ly 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 ex
cept Brazil, where Portuguese is
spoken. Brazilians are offended II you
write or speak to them in Spanish"