The Wallace miner. [volume] (Wallace, Idaho) 1907-current, 1919-09-25

1 realize tnat we nave In TINS lnstl-
tute two divisions or sections that are
not directly interested; but both are
bound together in mutual interests in
the production of the parent raw ma
terial. The producers Of zinc pig de-
sire to promote its wide consumption
and distribution, and the users of the
base metal seek to accomplish the
same object.
Publicity Should Originate with the
American Zinc Institute.
We can we'll afford to waive any
thought of direct results, If the whole
trade is benefited by our team work.
This institute, | think, should father
and promote the project of general pub
LEFTY for our metal. 1t will cost lit
tie, but the general benefits in the ed
ucation of the public as to what
zinc will do. and what damage and de-
teroration it will prevent, will be en-
ormous. We will reap a benefit far
beyond our personal contributions.
Thus far / have spoken only of pub
licity. From personal knowledge
know that advertising is not always
| publicity" Like the grains of the
"sower who went forth to SOW" some
advertising falls on STONY ground"
But, to carry the smile further the
kind that falls on fertile soil will put
you on velvet" for life. If the copy
is well prepared and the right media
are selected, no one factor in your bust
mess will bring home more bacon"
than advertising. 1t is the red blood
of business and the trade stream in the
seas of commerce. No matter how
humble or how pretentious, 1t speaks
a vital story. The signboard at the
crossroads, and the full-page ad in the
big national daily, both have a Glen
tele, and in both mediums the public
will be informed of the merits of your
wares.
Getting down to brass tacks (Which
are made in part Of everlasting zinc)
II would recommend that every pro-
VI
for his product, and in so far as his
budget will allow him to do so he
should herald that trade name to the
world as being zinc and fit for use
where zinc should be used.
In this work. our way has been blaz-
ed for several years past by the New
Jersey Zinc company, which has per-
sistently and consistently insisted
through the trade journals and Other
media, that "Horsehead" and Bertha
J are the pure and proper metals fol-
all human requirements to which zinC
; can be put. | am frank to tell you now
J that one of my purposes in coming
here was to compliment our New Jer.
: sey friends on this pioneer work, a.
: feel that 1t has benefited all. Jus
} how much benefit has been reapeC
by the company itself / hope will b,
J told by those who represent the com
pany at this meeting.
In referring to our New Jersey frient
by name, / do not mean to convey thu
impression that they are the only us
ers of printers ink, but ] believe YOU
: will agree with me that they have ven
tured further out into the general fiel,
than any of the rest of us, and tina
they have persistently stuck to thei
5 trade names If they have been bene
: fitted, so will you be benefited If thei
work has carried to the public some
thing of the uses and benefits of zinc
this publicity, multiplied by the mum
! ber of similar producers, will give al
idea of the total. Personally, l fee
5 that the results will be enormous, am
: If consistently carried on for a per
iod for three to five years the publ
will be fully informed as to the use
= fullness of our product
Now, as to those of us who dea
=, with the finished product, the fiel
fol publicity presents even a better op
e BoGtunity. In the coming years Yin
I is to have a more extensive use. Thos
: who fabricate the pig zinc or role
[ sheets into finished product mus
: tell the world of its utility and use
! fulness If they are to succeed. B
1t sheet for roofing, or a slab 70
. casting, the word zinc" should folio,