The Union daily times. [volume] (Union, S.C.) 1918-current, 1922-05-27
MEMBER OF ASSOCIATED PRESS
SATURDAY, MAY 27, 1922.
NO SUMNER SLUMP.

prove that business generally is gath
crlnC momentum.
AS told in another portion of this
issue, committee of men chosen by
the President has been making STUDY.
founded on the successful efforts of
practical manufacturers to anticip ate
the business cycle. This means that
by next fall any manufacturer can
get brass-tack information. which, if
acted upon, will do much to mitifiatc
the evils of the next boom and rcac-
ton, due, according TO past expert
cnce, in seven to ten ye"rs
But right now we f. MINER.
Men will be apt to let do..'} /! IS VI.
cation time, plans arc deferred, ana
in many industries sales efforts slack
en-. This summer is going to be diff
fcrcnt. The president OF an intcrna-
tional manufacturing company said
last week that it is the most impor-
tant summer for business in the last
- or 20 years. He is putting out a
new product this summer to bridge
the seasonal gap. "Wc want profits" :"
he says, ''but We also want to do our
rart in pushing business along at a
time when, according to custom, we
wouldn't make new move" This
mans idea applied to every man who
manages big organization is the i'm
mediate need of today.
The past has shown that the man
who refuses to be bound by tradition
can. to a great extent, control his
seasons instead of letting them con-
troll him.
The toy maker, when he came to
see that children played the year
round instead of only at Christmas.
made his sales efforts accordingly and
took his industry out of the seasonal
class.
For many years the clothing indus
try operated on the theory that peo.
pie replenished their wardrobes in the
spring and fall and paid no attention
to clothing at any other time of the
year. Once this idea was scotched.
clothing ceased to be advertised, sold
and bought spasmodically and most
of the seasonal peaks and valleys
were in this manner ironed out of the
industry.
Business needs, this summer of ali
times, to put aside the tradition of
summer slump, to plan now for con-
tinuous sales. And we all need moro
ideas for better summer sales.
Runkcl Brothers, Inc, make cocoa.
1t was always taken for granted that
cocoa sales would slump in summer.
But this company employed an in
Gcnious woman and asked her to in
vent summer dclicacies which CON
tanned cocoa. She studied the summer
food and drink likes Of the public at
soda fOundtains, tea rooms and no.
tells. Then she invented some new
drinks and food products. Cocoa
snaps, cream rolls, almond cocoa and
ether new products made their ap
pcarancc They were then thorough
ly merchand,scd and advertised Run
kcl's Cocoa was pushed as an "all pur-
pose" product, cold or hot-at the
time when sales were supposed to be
lowest, and summer sales Jumped
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