Richmond daily register. (Richmond, Madison County, Ky.) 1917-1978, 1921-06-14

get people to eat more. We sent men
to China. They came back and told
us that the people over there who
could afford to buy prunes were very
limited in number, but there were
enough in big country like China
to justify opening a market. Then
they said, you will have to give away
samples because they don't know
what California prunes are. We
| planned to give away small SAM
pies, two or three prunes in a little
box. We even had Chinese expert
pass on it. We showed him the kind
of boxes we were going to use with
our labels on them. You see, our Ia.
bel had a purple prune. He threw up
his hands in horror, You can't give
away those"
| ""Why?"
Purple is the sign OF old age and
death; you couldn't give those away;
| they wouldn't touch them"
! On that account when we start to
| develop the Chinese market we will
not use purple on our boxes. We are
going to develop that market; we are
going to develop the Japanese market.
! We will give away samples. We will
have to get out posters and put them
on poles. We are going to try to
make arrangements for plastering
them on jfnrickishas. We are right
] on the job as to merchandising meth.
DDS.
Extending the Tobacco Market.
| We don't work through lawyers; we
| get advertising experts. For example,
Judge Bingham says, rs it possible
/ n nytaal no fCI Off
| OF course, that is not a really wise
! question to ask a lawyer; he has trou-
| BILE enough in knowing the law. But l
do know there are men who believe
/ that the market in China alone for
| tobacco is beyond the conception and
the thought and the dream Of you
American tobacco men. 1 will give
| you an interesting idea from a very
clever Chinese editor in San Fran
cisco.
1 asked him once about certain
| things that could be extended in
China. His first answer was to take
me out to show ME all the Cinnamon
who were smoking cigarettes. They
! love them as much as the boys in the
army loved them. He said, THE man
who would introduce that in China
would not only make a fortune for
himself; he would do a great good for
China. 1t would drive out opium,
particularly the cheaper grades. OF
course" he said, they haven't much
cheaper brands. The volume of bust
ness would warrant you putting them
out on very cheap basis"
There is another thing. Do you
think for a moment that the maximum
in America has been reached on to-
bacco?
1 think if you will look over the per
capita consumption in this country,
you will find a wide difference. The
stunt for the wise merchant is to bring
the per capita consumption up to the
maximum in every country where it
does not seem to be making the popul;t-
ton stand on its head. If your per
capita consumption is twice as large
as in France, then you should put on
French advertising campaign. If it is
greater here than in South America,
South America is your field for an
advertising campaign. If it is greater
here than in Canada, Canada is
great field for your advertising cam
paign. If it is greater in the city dis
trIcts than in the rural districts, then
the rural district is a great field for
your advertising campaign. If the con-
sumption is greater in the South than
in the East, the East is your field. In
short, you take the point where you
have your most intense consumption,
and with that as your standard, you
bring all the other districts up. You
get advertising experts on the job and
have interesting stories on how some
cities are below other cities
Utah passed an anti-cigarette law.
Did you men put out anything at all
against it? Not bit. To whom did you
leave it? To the spectators who
make money on you. Do you think
they have any influence with the
bunch of farmers in the Utah Legisla-
ture? A growers association would
have had influence, if it had been rep
resented there. The growers are the
men who not only can give one sane
answer in legislation that is being
preached against the so-called weed,
but the growers are the men who have
to think of this problem from the larg
est standpoint in the industry.
Remember that the function of the
manufacturers is not to sell the entire
crop. His function is to sell as much
of that crop as he is stuck with. He
may not be stuck with all of it; you
may be stuck with the major part of it.
His advertising interest ceases when
he has said his part of the crop. Your
advertising interest never ceases until
the crop is smoked, or chewed, or
used up in some form. Your problems
are different; but it is only the grower
who ever looks on this from the prob
lem of the industry. The manufacture
er looks on it from the problem of
what he has bought or is legally bound
to take; that is his sole limit. He can
go into next year, doesn't have to buy
any tobacco, doesn't have to be in
the field. You have to be in the field,
because you own the land on which the
tobacco is produced, which is fit for
tobacco. and not best fitted for any
other product.
Relations With the Trade.
The growers and the co-opera-
tives, through experts, study the
merchandising problem from a. to-
tally different viewpoint. That
doesn't mean that you must make
war on the manufacturer. On the
contrary, you need him, and you
know IT, He needs you; yet he
doesn't know it. The function of
the cooperative is to show him his
need, as well as to show you your
need and get the two of you work
ing together.
There is even a. place for the
wafehouseman. The warehouse fig
ur$e in two capacities2-auction
ceIlter and a storage center, There !