The Caldwell tribune. [volume] (Caldwell, Idaho Territory [Idaho]) 1883-1928, 1922-03-03
Manufacturer Must Maintain
Quality Of Goods Bearing
His Name.
HIS REPUTATION AT STAKE
Man Who Buys Standard Brands
From Local Merchants Knows
That He Is Getting Full
Value for His Money.

IL
lime was when advertising did not
occupy the place in the world of trade
that it does today. 1t has not been
SO very many years ago that the peo-
pie were suspicious of advertising.
They were inclined to believe that the
merchant was trying to fool them
with his advertising, that he exag-
gerated the value Of the merchandise
he advertised and took that method
OF trying to get them to buy goods
that he could not sell by the old estab-
hshed Methods of merchandising.
Those days are gone. The public
now realizes that it is the greatest
beneficiary of advertising.
Advertising has done more in a de-
cade to establish certain standards in
merchandise than could have beeh ac-
complished in hundred years by any
other agency. The manufacturer who
few years ago merely made and sold
clothes now makes and sells the Blank
brand of clothes. The man who for
merly just made hats now makes
Blanks hats. And so 1T is with every
thing that one buys today. The manu-
facturer, by his advertising, has built
up his business around a. trade name
and If Re is to continue in business
he must protect that trade name by
maintaining such high standard of
quality that people, when they buy his
products will know just what they are
getting. The consumer, when he goes
into store today, does not buy mer-
chandise blindly, with the HOPE that
| 1t will prove to be worth the money.
He buys standard goods that bear the
trademark of the manufacturer and
| that are backed by the reputation not
only of the merchant who sells them
but the manufacturer who makes them
This has been brought about by ad
vertisipg.
No Reputation to Protect.
i All this applies to the retail mer
chants as a class but it does not ap
| ply to the mail order business. The
man or woman who buys goods from
a catalogue house Is not protected b.
the manufacturer of the goods for thu
reason that most manufacturers who
sell goods to the mail order houses
do not place their names upon tn,
goods and therefore have no reputa
ton to protect.
The great majority of articles uste,
and illustrated in the mail order cata
lOgues are included in what Is know
among manufacturers as stencil
stuff. These articles bear the name o
the mail order house which sells Their
instead of that of the manufacture
who makes them. 1t can readily b
understood that any manufa cturin
concern which turns out goods tina
do not bear it's name or trademark
likely to be very unreliable institr
ton. 1t is not building up any repr
tation on the quality Of its goods fo
its products have nothing to distir
guish them from the products of an
!, other concern. With no reputation
sustain and no chance Of creating
s general demand for it's goods the onl
4 concern of a manufacturing institl
/. ton of this kind is to make stuff q
: cheaply as possible in order to obtai
h the largest possible profit on its proc
ucts.
q Same Price World Over.
n These facts are chiefly responsible
o for the generally prevailing idea tn,
l. the home merchants do not sell goOt
y as cheaply as the mail order hous
s They do sell the same quality Of goo,
n that the mail order house sells ,
ntA Al ha nd hnfySn oQl
d 1t bat they cannot sell the standar
l. guaranteed products Of responsib
l. manufacturers at the same price
r which the mail order house sells !
n nameless, unbranded merchandis
Il Standard goods bearing a register,
e trademark sell for the same price Il
1t world over and the manufacturer
d they are sold In the smallest villal
n In the country just the same as whit
It they are sold In the stores Of the lar
NJ est cities.
a This Is what the national advert
h ing of the manufacturers has do
l. for the consumers Of the country.
ct has enabled them to go into their hon
50 StOTeS anu uuy "hASA IA
know from past experience or fro
the reputation and guarantee Of {
n. manufacturer will give them satisfs
s. ton. They are not buying blind
m and hopefully when they buy from t
Is merchants In their home towns. tn
b. are buying with the knowledge tn
d. they are getting their moneys wort
n. When they buy advertised brands tn
n are getting double protection, tn
d. which Is afforded by the responsible
yn of the retail merchant and that viii
is given by the reputation and gu'
w. antee of the manufacturer. When tn
no buy the unknown brands Of goo
a. that are offered by the mail orc
lie houses they are getting neither II
h Of protection.
te. There are about $4,000 deaf 0
nv dumb persons In the United Kingdo