Martinsburg journal. [volume] (Martinsburg, W. Va.) 1920-1977, 1921-04-05
The Key
Experience So
A Hard Job
Push Or Pull
Look Out For Him
EZss F,1.91.g!SvxyS Eywwyssasss
AN EDITORIAL
ON BUYING

Increased volume Of sales IS
the key to lower manufacturing
and selling costs.
Lower costs are the first re
quisite of lower prices.
Modern business must be or.
ganized on a volume basis to ac-
complish the efficiency in man
ufacture which modern labor
saving machinery makes pos
sible.
1t must be organized on
volume basis to permit the
economies in selling which UP
to-date methe.s promote.
Advertising, whether that of
manufacturer or middleman. is
first Of all selling agent--a
producer of volume in business
Other means such as personal
craftsmanship. might be used to
produce equal volume, but they
are slow and costly by compari
son.
In the so-called good old days.
before advertising had become
a really important factor in the
worlds commercial life, the pre-
yailing method OF selling was
the one which Il; sometimes call
ed the push" method. Manufac,
turers. by active personal sales
manship, pushed their goods out
to jobbers, or wholesalers. who
in turn pushed it out to retail
dealers, upon whom fel! the task
of pushing it out to the public
This involved a lot of selling
effort all along the line, il sales
were to be maintained and in
creased.
Moreover, the manufacturer
gave the dealer little or no helm
in moving the goods from the
store into the hands of those
who we're finally to buy and use
then.
It was a mighty hard and en-
pensiYe task to build up large
volume of business under this
s.za:em. Furthermore, different
sections Of the country demand
cd different STYLES OF models. so
TT a manufacturer might be
tugHing OFT twenty or thirty or
forty items in his line, when
two Or three would have been
sufficient had he been able to
control the market ard stand
ardiZe his wares.
Today progressive manufac-
turers have abandoned the meth
cd of push in favor Of the
method of pull" the backbone
OF which is advertising. Thru
advertising they create among
possible buyers an interest in
their products and desire for
them Sometimes this interest
and desire crystalline in actual
demand for that manufacturer
particular make or brand of
goods.
Sometimes they create sim
ply a preference, which makes
It more difficult for the dealer
Or other representative to sell
any other than that particular
make or brand.
Experience over a period of
many years has shown that this
result can be accomplished at a
cost which is more than offset
by the advantages which ac-
company disadvantage not
alone TO the manufacturer and
middleman, but to you, the buy
er.
Besides increasing demand
and thereby charging volume
OF sales and prodIct ton, adver-
Using operates in ctler VS. to
effect more efficient and less
costly manufacture.
II helps to standardiza output
by creating national markets to
supplant separate sectional or
purely local markets It stimu-
lates the manufacturer's own
organization Il assists him TO
attract a good class az employ
es. 1t renders more easily OBJ
tainable the capital needed for
expansion and progress. and in
many other ways aids him in
turning out the very best kind
=. OF product al the lowest figure
The dealers selling costs are
reduced because he does moro
business with less effort His
turnover, or the number OF
tin7os he celia ont bfs stock dur-