Arizona republican., 1922-05-02
TUESDAY MORNING. MAY 2, 1922
IN n.y opinion, 1t is the happy liU-
i3ag, and not, as Antisthenes sdid, the
happy dying, IN a0hich hannah hoppi-
ness consists. -Montaigne.
Soap


This inquiry that for a century was as
wide flung as the Union Jack upon which the sun
never SETS 1t circled the world like the British drum
beat. It occupied for century place in
advertising pages of the newspapers OF every
guage. And whether not it was the besz soap
in the world. there was no other of which so much
was used.
The demand for it became greater than the sup
ply. Then the inquiry whether we had had our NOR
ning's morning of Pears soap ceased. The inqury
was dropped out Of the newspapers everywhere
Meanwhile the makers of Pears soap were busy
filling the accumulated orders. They also saw
ing money by not having TO pay advertising bills AT
length the orders were cleaned up and only ptfu
stream of new ones was dribbling in The makers of
Pears Soap ought to have noticed the diminishing
orders but they were musy filling back orders.
They now discovered that they had allowed
Pears Soap to be wiped off the map. 1t had to be
painted on again and that is being done at cost
Of millions o1 dollars wE,,eas it could have been
kept there at trifling part of that figure.
There is said to be a sucker Dcrn every minute.
we think that is too conservative estimate, but
there hundreds of of soap every min
ute. There is new generation coming every
tick of the clock During the time when the Pears
soap orders being filled thousands and thous-
ands of people who had never read Good morning,
have you Pears soap?" were calling at grocery
stores and drug buy soap for the first time
Either they had preudices with respect brands
Of soap or else they had in mind some soap adver-
tisement which they had most recently seen. Any
way, far as these soap buyers were concerned
there was no such thing as Pears Soap. There was
class of buyers which Pears Soap could not reach
a reputation built up through century.
buyers, the fathers and mothers Of the genera
tion. Though they had perhaps not forgotten the
ancient inquiry. it had slipped their mindss it had
been crowded out by the advertisements of other
soaps whose makers though perhaps also busy filling
orders. were increasing their facilities for turning
out soap the increasing demand made by their
continuing advertisements They could not stop one
of their business without deranging the whole
with the danger of bringing it to stop the Pears
people did.
Telling as an advertisement may be, it is short
lived. There is nothing on earth more ephemeral.
It is something that must be constantly maintained.
"Wanamakers" is a name always before the
public. If that should disappear six months
perhaps for six days the great crowds which are
moving in professions into its New York and Phila-
deIphia stores would be arrested scattered the
tons and tons of mail containing now pouring
into those would be diverted to stores whose
names had been made familiar in the morning and
evening papers.
house may laboriously build up a ntrywide
or neighborhoodwide reputation by judicious ener-
getc advertising and there two things necessary
to sustain that reputation One is fair dealing and
the other is continued. consistent advertising With
out both of these commercial reputation be
sustained.
We suppose there has been deterioration of
the excellent quality of Pears soap. But if the
pie allowed to forget or disregard its existence it
might well have quality.