The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1922-12-27
PROFIT FROM
ADVERTISING
How California by Progressive
Advertising Enormously Inc
creased the Demand For
Many of It's Products.
A Lesson Of Value
to All Business
Men

v
certain facts about it
are not as generally understood
and appreciated as they should be
even among some of the men most
intimately concerned with It either
as buyers or sellers Of publicity.
It was at recent meeting of adj
vertising men in New York City
that Frank E.. Fehlman, Of the
New York Office Of the Lord &
Thomas advertising agency, told
his auditors that broad advertising
of industries or products is pri-
narily bankers proposition, and
that if sufficient and dependable
information is put before a banker
so that he can consider and. weigh
possibilities. he is usually respon-
siye and will back a campaign to
advertise products and their dis
tribution.
After the speechnaking, some
exceedingly valuable and interest
ing data from the firm was dis
tributed to the gathering showing
the great advances which had
been made in the California fruit
industry in consequence Of careful
" planned and wisely executed adj
vertising work extending over a
number of years. The data showed
that in the year 1907, when adver-
tising of California oranges was
begun, the shipments amounted to
about 1920, coo boxes each year
for the season ended October 81;
the shipments had averaged about
that for two or three years, ex-
cepting in 1866 when, owing to
unfayorable growing conditions
shipments declined to less than 81
060 0,008 boxes.
In 1908 the shipments mounted
nearly half a million OF boxes
owing to advertising and in 1909
they exceeded 100000 boxes.
Since then there has been year af-
ter year, generally upward move
ment in the number of boxes ship
ped, excepting. notably in 1913
when there. was a freeze, and in
1918 when a heat wave Damaged
the crop, although there were 9th.
er years when there was some sag
ging backward. but the genera!
movement was upward, the high
water mark of over 22,i00. 900
boxes being reached in 1921.
1t is shown that the growth OF
shipments was due to increasing
the demand for. oranges and orange
products. For. Instance when the
men engaged in citrus fruit raising
wanted to increase the use OF
.orangeade and lemonade as bev-
erages, they found that the soda
water trade was unwilling to CO.
operate because Of the additional
trouble it would occasion, SO the
fruit men perfected and manuIac-
tured electrical devices to quickly
press out orange juice and lemon
Juice in plain view of customers,
making it easy for the soda water
trade to sell them and also showing
that the juices were pure and real.
More than 1000 of the machines
were sold during the last siS
months at cost of $50 each, and
now the industry is in position to
advertise orangeade and lemon
ade extensively and thus influence
the public consumption OF them.
A similar campaign to popular;
ize the use of raisins was also
adopted and carried out. Nine
years ago, in 1913. the production
of California I'aisins was about
49,, 2,000,e 600 pounds and consump-
ton of them about 10000, 600
pounds, leaving a surplus OF 22,-
100000 pounds. Then the raisin
growers and others interested in
marketing the crop, through their
association began to advertise the
use of raisins for raisin bread and
pies, putting on the market a new
package for bakers, so that they
were persuaded to produce more
and more of such comestibles, and
within a very few years a big bus
mess was built up in connection
with extensive publicity through
magazines and newspapers, 10000
coo more pounds of raisins being
sold wiping out the surplus and
adding IS,000,000 pounds of new
trade. Thus in 1917 there were
produced in California $4,000
600 pounds of raisins, all OF which
were sold and there was thus no
carry over, this great change hav-
ing been accomplished in only
four years. The greatest year in
raisin production, was 1919 when
365, 100000 pounds were raised and
sold, the consumption of raisins be-
ing increased from IL pounds pei
capita in 1913 to 3.41 pounds in
1919. In 1920 the crop was 34t.-
000, 900 pounds, all being sold. II
is further observed that within
five weeks after scent package
of raisins was marketed orders
were received for 333,0oo,G0e such
packages valued at retail at $16,-
500, 600. By this means alone S2.-
.00O. 900 pounds Of raisins were sold.
The walnut trade has also been
greatly increased by advertising
along similar lines. In 1907 the
consumption of walnuts in this
country was something over 80
900, ,000 pounds of which Califor-
MIA supplied 100000 pounds.
Advertising was begun in 1915