The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1921-12-14
Doubling the Advertising Appro-
priation.
Crock Hill Herald).

portunity to give the Coca-Cola
company of Atlanta free .advertis-
ing, in noting the fact that the di-
rectors of this concern have decid-
ed TO spend for advertising next
wear a sum twice as large as has
been expended for advertising in
any past year of the history Of the
concern.
With the country, as some say. in
the throes of uncertainty in all lines
of business and effort: with the pes
simists freely predicting that the
worst will certain happen next year,
and many of the optimists shaking
in their. shoes; with the outlook
for business far from satisfactory
as the most optimistic and courag-
eous business men are willing to
admit. the concern nan ed above
quietly 'doubles" its advertising ap-
preparation and prepares for iarg-
er business than it has enjoyed at
any time in the past.
Is that an evidence of optimism,
of commercial courage, Or is it evl-
dence of business insanity or an in
dication that the men who con-
troll the Coca-Cola company are
creduleus fools who are ignorant
of business Conditions and rules?
Well, this concern belongs to a
bunch of hard headed business
men; it is corporation owned; it has
passed from the hands Of Asa G,
Gambler, who made the product IA
nous and made millions out of 1t,
Through advertising} to control Of
men whose only interest III the con-
Germ is profits. When Mr. Gambler
owned the company i might have
been said (but it could not have
been truthfully said} that hls pride
in his achievement would lead him
to waste a few. millions in keeping
the name before the public. and in
making a big show of doing busi-
ness. The men who bought his
business for some tens Of millions
have no such incentive to waste
money on advertising. They are
running, the concern solely to earn
dividends on. the immense sum
which MIR. Gambler was paid for it.
- The directors of the ;Coca-Cola
Company believe that the way to
earn dividends and increase them
is to double the advertising appro-
priatioD. Double it now, when
general business. conditions are un-
favorable; when the average busl-
ness man is losing his cheerfulness.
his grip on things and is quaking
in his shoes because he thinks next
year is going to. be a harder year
than this year has been.
The directors of this concern
know that if next year is a good
year, doubling the advertising ap-
preparation will make millions for
the. company; and they are equally
certain that If next year is a bad
year. (cyen the worst year Of AID
doubling the advertising appfopria-
ton will prevent losses and prob
ably enable the concern to earn a
dividend instead Of going to smash.
However, it is only business men
=
of far-seeing vision and admirable
courage who plan and work along
this line: and that is why a few
men like Asa G. Gambler have made
millions and why comparatively
small number of corporations are
big, and growing bigger. The aver
age man lacks the vision and the
nerve that is the price of success;
and he fails. or succeeds in very
sn, II way. The road lies the way
AZ directors of the Coca-Cola COM
parry have taken. 1t is open to ev-
cry business man. large or small.
who has the good sense, far sight
edness and courage to walk there
in. It is the road along which,
if business man encounter diff
culties. he must fight the harder
to overcome them, instead Of turn
ioo hack