The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1921-05-11

the world. The whole problem in
merchandising is first to take the
word Supply" and see if you can put
in the variable factor of time and
place. Then your next problem with
the term supply and demand is to
see how you can extend or stretch
that demand.
We don't sit and just have group
of fellows knowing as little as our
selves around the table to try to work
this thing out We got experts in, men
who are experts in the one thing of
creating markets. We call in the labo-
ratory experts of the Saturday Even
ing Post group, the Lord & Thomas
group of the various other adver-
Using firms We say, "We have a
problem here. We are not going to
pay you for the study of it, but if you
work out decent plan for us and
show us how we can create demand
you are likely to get a great big &C
count for advertising. Otherwise you
get great big friend. At all events
you have laboratories for that pur-
pose Will you use them? They do
have laboratories and they do use
them-without expense to us. We
have been able to get some wonder
full ideas which have proved their
worth to the extent of literally mil
lions of dollars. We have done work
on our own hook. We have our own
technical experts. They experiment
with prosaic things like prune butter.
They combine different products to
make a sort of jam that England and
Belgium buy by twenty carload lots.
We make lots of money by boiling
the 5000 and 60-7O size, and you can
buy boiled prunes of the right size
not the great big prunes. Nobody
boils 2O-3Os; the only thing to boil
is the middle sizes. The large ones
break in boiling. We made quite bit
of money on the cooked prunes.
We experiment all along the line.
We experiment on the package prune
--three-pound boxes, five-pound boxes
so they won't sugar, won't mold
won't spoil with the heat-so the peo-
pie won't have to buy them out of the
dirty boxes that are put on the floor
at the groceries.
We experiment with the packages,
with everything. We see how we can
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 a big country like China
to justify opening market. Then
theiy said, you will have to give away
samples because, they don't know
what California prunes are. We plan
ned to give away small samples, two
or three prunes in 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 label had
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 win
have to get out posters and put them |
on poles. We are going to try to |
make arrangements for plastering |
them on jinrickishas. We are right |
on the job as to merchandising meth !
DDS.
=. Extending the Tobacco Market.
We don't work through LAWYERS. we