The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1922-02-23
THURSDAY. FEBRUABY b. 1922
IN NEED OF ADVERTISING

- a - 49,
TUE meat producing industry does not need
lower freight rates, but needs advertising,
according to Charles Dillon, an officer OF
the Association of Railway executives. Dillon
probably does not expect anyone in the meat
producing industry to agree with him about
the freight rates. lie should know that he is
wrong. II is equally ccrtain that he .s right
about the need FOR a new kind Of advertising
for thc meat industry.
The advertising done by the big meat pack
rrs has done something 20 encourage the pub.
lie TO eat more meat. Most OF it, however, has
been aimed to convince the public that The
packers are phlauthropists first aud money
makers on the side. Thus the vast advertising
campaigns of the packers have not done much
TO encourage increased consumption. Dillon
thinks the mca; producers should take q hand
in the advertising game in thoig own behalf
aud be- is right.
Consider the situation during the late war
in Europe, ~ Dillon says. Throughout the
struggle the American government. through
ats own agencies and IN every publication in
she nation. appealed TO the people not TO eat
meat. We had meatless days. pogkless days,
becflass days. We taught housewives in every
issue Of every paper how 10 prepare meat sub
siitutcs. We had patriotism, the strongest pos
sible motive. TO help in this work Of teaching
sclf-denial, and Il was well taught and well
learned.
RI this WASH the only influence working
20 turn the people from meat. The National
81, Dairy association spent literally hundreds o;
thousands Of dollars advertising the compare
Five nutritive value Of milk, and cream, and
trheese. and butter, and ice cream. The people
were einyinced they could get along very well
without meat. II you were ailing, had pains
in your back, stiff joints, dizziness and all
o 'rlffftI rafrIvuruUa f.VrrrI work vuffr UhV4I.
CHM told you TO 'cut cut thc meat They are
gtill saying IT,. The state experiment stations
everywhere taught the domestic science s,u-
dents how 10 keep house without meat. The
professors OF poultry hushaudry urged the
value of eggs and chickens as first class sub
stimtcs for beef Every manufactures in the
land. from breakfast foods 10 liquid nouriSh-
ment. preached and is still preaching the mcr-
It's of his product over beef, pork and mutton
what was the result The per capita con
sumption Of dressed meat and lard IN the
United States was lslla pounds in 1900. In
D.. 1920 it had fallen 90 1j43 pounds. a decrease
in two decades of 272 pounds per capita. an.
nually. This was a terrific loss to the live
stock industry, a loss of potential meat con.
sumption of almost three billion pounds.
CONSIDER what this meansi If we had eater
as much meat in 1920 as in 1910, there would
Z have been a consumer demand in 1920 c'lling
for more than four million more cattle than
actually were used
t Dilon's conclusion is that railroad rates ha,
nothing 10 do with this situation. lie is right
'p Pie is also correct IN stating that meat produc
crs need TO overcome sentiment against meal
% eating created by the influences he %rccounts
There is just one way TO do II.
It is diffieult. however, 20 see just what TIM,
20 has 10 do with the effect of high freight rates
IL ..r... - al. .a..t - L. O.