Deming graphic. (Deming, N.M.) 1903-1948, 1921-02-01
NON ADVERTISERS ARE
MORE LIKELY TO FAIL

New York. Jan. 22.-Advertising is
the magic kew that unlOcks the gates
OF commercial prosperity and floods
huSiiirss with new life II Is the one
factor in business powerful enough 10
turn disaster into ucceSs. Its practical
value lies i'm the fact that II stimulates
consumption.
Thee are the viewpoints that George
4. Cullen, vice-preSident Of the North
American fruit exchange and former
vice president of the IAckawanna rail-
road. expressed today when questioned
as 10 reasons for asking the apple
growers of this tate to launch an In
tenSive advertising campaign.
Mr.. Cullen has had considerable eN-
perience with the efficiency Of advertiS-
ing as medium through which to ere
nte brisk business: when the CONNER
cial pulse beats slow. lie thinks the
logical time for advertising Is when
consumption Is at its lowest ebh. IL Is
time that legitimate selling arguments
should be advanced tO the buying au-
dience he saws.
He has based these convictions on
this matter on observations which have
int been reinforced 10y Bradstreet
Dm's published reports OF yearly
failures for la20, which state that oi
all the failures recorded during the
past year. 81 per cent Of the firms did
not advertise.
seeing any product is matter OF
letting the public know what you nave
10 s,Il. Demand Is created ny the
knowledge that desirable product Is
ON the market" he declared
Yesterday Mr.. Cullen addressed the
New York agricultural society ut Al
hany and took occasion To tell the apple
growers that they were making fatai
mistake by failing 10 advertise III
mixing his plea for utilizing advertis-
ing as the Que medium which could be
depended upon &C. stimulate the apple
husiness, Mr. Cullen drew some very
praphic comuarisOns between the enter
urises Of the California fruit growers
and the apparent lethargy Of the New
York fruit and produce farmers.
'SucceSSfully to create an appetite
for citrus fruits the California Fruit
Growers invest annually $IO0,Wh. You
do not Spend one cent In an effort 10
create an appetite for your apples ana
an annette translated into commercial
terms means a selling market declar-
I'd Mr.. Cullen.
Inasmuch as his paramount business
jnterets are now conferred In the run
growing business. he said that he has
investigated the advertising field from
the viewDoint Of fruit grower. lie l.
~ the opinion that the same results
hat can be- derived from advertising
in the fruit field can be- derived IN oth'
or lines Of commerce
According to Mr.. Cullen. the buying
public is never in a mood To buy uilli
II has been awakened to the POSSIBLE
lies OF advantages that VIII accrue
IRON spending money Especially dur
ing a period when money Is not partlc-
ulnrlv plentiful. and when all manner
of industry is showing signs Of slowing
ND It will be- found that shoppers are
most unwilling 10 20 into the market
Unless a determined effort Is made To
show them whereby they can profit by
buving al such q time business ikely
~ suffer serious relapSes.
The consistent advertiser who makes
Use OF ~ucr slow business spells 10
bring his product TO the public atlen-
ton is the man who realizes his profits
I'm expressing these views, Mr.. Cullen
,nid they could be- reaonahly applied
30 any Kind of business. But he stress
ed the fact that advertising was a
boon to the fruit ituation when buy
ers are loath to come into the market
The apple growers are apparently
trying to keep It secret that they pro
duce the best crop Of apples imagina'
BILE They should profit 10y California :
publicity and advertising efforts he
said
Noyv comes "A story 10 the effect thai