Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1921-09-02
GEORGE w. WARD
On Paper Deflation In Business

MORE and better salesmanship, both
ltl written and spoken, and an elimination
of the extensive unemployment now exist
ing are necessary and must be developed
II this country is to get out of the present
business depression, according to George w.
Ward. business man and authority on paper.
"For the benefit of those who may not
know" said Mr.. Ward, "the paper short
age we have heard so much about during
recent years no longer exists. On the con,
trary. at the present time we have decided
surplus both in the finished product in all
lines and in the wood pulp from which 1t
is made.
During the period when the shortage
was becoming acute paper was being used
in unprecedentedly large amounts. Not only
had the war Curtailed production for many
reasons, but it had also accentuated the de-
mand. But following the armistice other
countries began sending their pulp here In
great quantities.
When Prices Went Down
"Then came the break from high to low
prices and the period of adjustment with its
following depression of business.
Where concerns had been expendng in
many cases rather freely. there succeeded
wave Of economy. Budgets were submitted
to boards of directors and wholesale slash
ing in expenses ensued.
''But there Is one thing Characteristic of
the average American business man. He
never does things by halves, either in ex-
panding or Debating. So, therefore, 1t was
not surprising that he should begin drastic
cutting both in employment of labor and in
his advertising. Both were short sighted
policies and both are evident to any dis
ccrning business man today. The first, of
course every one sees. The second is
shown most Conclusively in the fall in the
is surplus of paper on the market today
and it has fallen to less than one third its
previous price, although it will not reach
the pre-war level.
Great Paper Users
1T may not be generally known. but 30
per cent of the paper used by the world is
consumed in this country. Leaving out of
consideration wrapping papers and a few
Others so per cent of this paper is used by
publications, and the other 30 per cent by
business houses in advertising of one sort
or another.
1.-The fall has not been 80 marked in pub
licatiOns as in the other way, but it has been
enough to be fel It even at that. Cutting ad-
vertising or written salesmanship may have
been an obvious economy, but it certainly
has not been n wise one.
1t is a truism TINT is sometimes over
| looked by many business men that the best
economy in this field is to keep on advertis-
ing, since it brings returns amounting to
| several times the expenditure involved.
| When business houses began their drastic
| cutting Of advertising in publications. house
| organs, direct mail, catalogues and the
many other forms which this kind of sales
manship takes. they in effect simply let up in
| their craftsmanship.
During the war this country experienced
| one of the greatest periods Of prosperity it
| ever knew, but recently, and particularly
| within the last five months. it has slipped
| into one Of the worst business abysses that
it ever felt.
Easy Money" Period Over
"The period of easy money, when orders
| came in without effort, left salpsmnn soft
| Just as the muscles of the arms. legs mr.
other parts Of the body become soft when
| they are not exercised as they should be.
| During this same period they were being
| backed mp by extensive advertising so that
| the soil was titled for them and the hustling
man with an economy Of effort and expense
| was able to land his order.
''lf this policy was the case when snles
men were, so TO speak, hard and in fine
| fcttlc. how much more necessary Is IL nov
when they are correspondingy out of con.
| ditont
"A proper campaign of written salesman.
ship will have hit its mark, titled the soil
| and brought the prospective purchaser neo rer
to a'sale than by depending on written sales.
manship alone.
1T means not only that, but II means n
wEte OF time. with consequent expense
inssaving salesman approsch- a business