The Seattle star. [volume] (Seattle, Wash.) 1899-1947, 1919-05-10

! OF the. business Is the problem OF
advertising. How TO develop a
/ transport business II a broad sub
[ ject. and involves rwnltitude OF
details. but the advertising prob
lem il among the most important.
The best advertisement Is always
a reputation for delivery Of the
goods, or tho giving OF service. Hut
this Is not enough. There must be
systematic development 81 tho ter
ritory to be served. and the use OF
the truck itself as an attractive
rolling advertisement has In previ-
Gus articles been referred 20 as an
important feature.
Advertising Yourself
The advertisement feature can
be carried out in many ways. both
to the patron along the route OF
travel. and 10 the prospective user
OF the truck In tho cities on the
route. The vital phase OF tho
highway transport system Is not
alone the development OF the big
volume Of heavy traffic along the
route. but also the development o;
tho package freight or express
business. This carries a big profit
and Il all. or nearly all. ''velvet"
Tho small parcel proportionately
can readily be made TO carry a
bigger charge than the volume Of
heavy shipments. leaf being
taken in this respect from the
book OF the railroads.
The advertising can be carried
out to some extent by the direct
method OF circularlrinE the pros
pective customer. coupled with 40
licitaticn Of the business OF heavy
shippers. The home town ncwspa-
per. however. In every city aiong
tho route must not be overlooked
II may not require heavy ex-
pcnditure. but tho fact tina, a
transport system In IN operation
20 haul ordinary business. property
advertised. will bring huge vol
ume Of business which might other
wise be lost II In possible in this
az In other phases of the business
TO 20 20 extremes. but the trans
port lines must not allow the fact
OF their service to be overlooked
II you do not advertise your buai-
ness. the bigger companies will
take what you might have. and
the railroad and electric line In al.
ways a competitor for the country
business In greater or lesser meas
urc.
Ent~rprise NEEDED
The element OF competition
business. and 10 establish a trans
port line parsllcling highly de-
veioped electric railway express
system Is TO invite tho bankruptcy
court to SIT on me corpse Of a de-
funct business.
| Conservatism In purchase oi
equipment must be coupled with
enterprise. The Lord loves ths
man who takes o chance" . soldier
once said. but thcre can be q
reckless chancs-takfng In business
AZ well as In any other line OF hu.
man endeavor.
Esprit de corps In the transport
organization. In the driver oi
every truck. can be made 20 pay
huge returns, by assisting in civ.
Ing service.
In general. II you want to max.
a success Of truck business. d.
not overlook these elements:
Study your market for traffic
Cultivate your clients along th'
route BY the best OF service. De
liver the freight quickly. and prop
eriy. study your operating sys
tenn. 10 cut down the cost Of opera
ton by proper loading. avoidance
% waste In hauiax. and material
Use the most complete shipping
methods In all business transnc
lions. and operate the truck flee
on the general lines OF efficient
prompt. reasonably cheap freigh
service. AZ a traffic engineering
task. not on the method OF al
overgrown country drayage bust
ness.
Copyright. 1919. by Warren n.
Bullock.)