Clearwater Republican. [volume] (Orofino, Idaho) 1912-1922, 1919-05-30

~ spH4 COMPANY : uuNtrilG'n!
ACTIVITIES! | have been through jus
what you are up against and II
say now that | wouldn't work for a
| concern twenty-four hours tina. fail
not only to back me up, but to pave
my onward way with modern publicity
and don't you ever get the notion
that either the retailer or the con.
sumner has to pay for this publicity
: either. | have been all through that
too.
perhaps you know that we have
plenty OF competitors. One such yearn.
out unwise concern started in our
factory town about four years ago.
rms concern was founded on the
belief that it could make and sell
our Premier brand, which we sell
at $40 per thousand, for much less
money.
These people started in with great
prospects, They got many nearby
orders and for a short time had our
local statesmen guessing But the Old
Man refused to be alarmed. He just
stood pat on what he knew to be a
conservative selling price In Just
eighteen months our competitors went
into the hands of receivers. and in
the end we took over what little as
sets they had. We found that it had
cost them $24 per thousand to make
the Premier at SIS. They simply did
not have the output because they
prided themselves on the fact that
they spent no money ON advertising
This expense, they told the dealer,
was saved to him and to the con-
sumer.' Were they to have sold
their goods at anywhere near cost
to them they would have needed to
have gotten at least $2S per thousand,
considering the limited output which
they were able to unload.
you know that at this time and
for a number of years we have sold
the Premier at $40 per thousand, sim
ply because our firms output has
been boosted by the steady adver-
Using that we have put out from
year to year. In fact, I'VE have cut
down on this line So or So per thou
sand since this advertising has reach
ed out in new territories and found
new markets for us.
you can't tell me that our adver-
Using, or any other efficient adver-
Using, is tax on the consumer. AS
look at it, our advertising is sim
ply a message from Poughkeepsie,
N. Y, where our factories are locat-
ed, to the citizens of Blooming Grove,
Tex, for instance, telling them what
we make, how that product can be
adapted to their needs, what it will
cost them, and where they can get
it.
II found an old hardshell the other
day who put up the cost-of- advertis-
ing argument to me and tried to
make me believe that if we would
cut out our advertising he could get
more reasonable prices from us.
II sat down and figured out for
him in about three minutes, that on
certain dollar package of ours
which he sells in large quantities
We're we to cut off all of our adver-
Using for one year. we could hand
back to him exactly four mills four
| tenths of cent, per package! | also
| called his attention to the fact thai
because of this concession he woult
not have any window display cards
from us, any envelopes, folders, cata
logs, or electrotypes for his news
papers, and that none of the good
citizens in his territory would be tolt
about our goods being on sale at his
store for one solid year. In the enc
this particular customer decided thai
he wouldn't bring up that argument
| again.
at seems to me that this anti-ad
yertising bunk belongs to a period
way back in the dim past before you
and were able to carry grips.
why suppose, for example, oul
firm spends 500 with the best news
paper in this town, and assuming
| that not cent of value comes from
that advertising so far as sales are
concerned over the counters of oul
local dealers, you would find that oul
500 check would be split up into
about ten parts right here in town
About four parts would 60 to the com
positors, pressmen, reporters, editors
office clerks, ETC., on that newspaper
Probably another part or two woulC
go to the landlord who owns tn,
newspaper building. Perhaps one par
would go to the owners of the pape
and most Of the rest would go TO
such material as paper, ink, etc. Nov
big part of that 500 would surel
go back, through the various char
nels mentioned, to the merchants @
the town, and through them to mar
ufacturers, farmers, mechanics, lat
orers, and others, so there couldn'
well be any great waste, in an
event.
through our modern advertising-th
most efficient and economical dis
tribution plan yet developed. Result
John Jones, the motorman on tina
trolley out there can get the une,
ITS surely a valuable service t
tell people about a product that will
say, save them money and make Their
happier and more comfortable. w
tell millions of people at one tim
celled Premier product for one do
lar per package, where 1t would cos
him two were the Old Man to 81
back in his easy chair and simpl,
] fill the nearby demand. In othe
words, we go out and create mil
lion customers and John Jones save
a dollar per package because of on
enterprise. On only one condition
would l consent to have our advel
tiSiny outlay ont down F." concluded tn