Imperial Valley press., 1919-01-03
SOUTH AMERICAN
y TRADE DRIVE BY
u. S. is A SUCCESS
tBv Associated Pressl
-ZNG-Ec

NBV Associated Press
New York. Jan. 3.-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. San
ger, Trade Commissioner of the u. S.
Government Bureau of Foreign and
Domestic Commerce, who recently re-
turned from survey of the business
opportunities south of the equator.
Imagine ten large stores in one big
city and one of these stores as 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
amazing record. We are now selling
South American countries more than
half of everything they import. Our
total export trade is now counted in
billions of dollars"
The Commissioner said that with
the signing of, a peace treaty prac-
tical 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 hundreds of millions of dollars
invested in new factories and ships,
he said, mean that America must find
flesh outlets for her enterprise and
industry
1--WE nee7 more and better direct
representation. of our manufacturers
in the in1nsrtart trade centers of
Brazil and other South American
countries" he said. This may coma
about through taking the fullest ad-
vantage of the new Webb Export
Trade Act or in other practical ways.
'We also need fast and regular
freight service to every important
port of Latin America" said Mr.
Sarger. without it we will be as
crippled as a department store that
ciepends upon casual messenger boys
to make its deliveries. Than again we
must be prepared to meet the actual
needs of these countries regarding
the extension of credits.
"Tha 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
capital will seek investment. Brazil
in particular needs this capital and
will pay US handsomely for it.
''How many people in the United
States know that Brazil alone is
larger than all the. United States;
vet, except for its thinly settled coast
line, is practically 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, others that nature did not
give US. Our talking machines,
typewriters, sewing machines, safety
razors and a multitude of other Amer
lean products are standard with Bra
zilians 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 Unitec
States thirty or more years ago.
"We have scarcely even begun tc
use this power, this promoter of sales
and good will, in South America" con.
tinued Mr.. Sanger. "I have unmis-
taxable evidence that the people OF
that country respond amazingly even
to ths crude forms Of advertising Of
fered them.
"Buenos Aires, the capital of Ar
gentina. has splendid newspapers with
circulations ranging around 10000
daily. Brazilian dailies have proven
excellent MEDIUMS for advertising.
"The biggest thing that could hap
pen to advertising down there would
be for broad-gauged American adver-
tising men to take more interest in it.
These countries await thes stimulus
of American advertising genius prop
erly 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
except Brazil, where Portuguese is
spoken. Brazilians are offended if
YOU write or speak to them in Span
ish."