Evening star., 1923-01-27
CAPITAL KEYNOTES
BY PAUL Y. COLLINS.

line direct to Teapot Dome, providing
MIR. Sinclair will do zhe honors. when
the Boston tea party will sink into
"innocuous desuetude." or some other
kind of obscurity.
AT our tea party we are going to
invite our dear friends from Balti-
more to come and bring their own
gasoline. for II would not be fair
TO deprive them Of the tax, as well
as the license fees. In case Balti-
more should have all the s5.425
Washington drivers in hook by that
time. we can extend the pipeline. but
Is 10 be collected at the Washington
lock. Otherwise there will be another
tempest in that teapot.
1T pays to advertise" Even CO.
operative farmers have demonstrated
that Read bulletin No. 11os of the
Department OF Agriculture: "Sales
Methods and Policies OF Growers
National Marketing Agency" The
story Of how the association. known
as the American Cranberry Exchange,
.. tested the value of advertising TO
create a demand for cranberries,
! would make an advertising agency's
mouth water
In 1905 the public refused to con-
sumo the crop produced, and there
were indications that the yield would
increase from year to year; yea so Pro
rels in 1906 to $4,000 barrels in 1915.
and the cost of production exceeded
the market price.
growers appropriated $4,000 for ad-
street cars and otherwise. The i'm
mediate result was a gain Of sales in
Chicago of AZ per cent compared
with the previous year and 81 per
cent as compared with 1918: while in
Philadelphia-out of range OF the ad-
vertising-there was loss Of de-
mand amounting to II per cent COM
pared with 1915, 81 per cent compared
with 1914 and IL per cent compared
with 1913. Similar decreases were
noted also in New York, Boston,
Pittsburgh, Buffalo and Cleveland.
The result encouraged wider ad-
| vertising for 1918, and $4,000 was
spent that fall within thirty days.
| The outlook was bad, because of the
| restrictions on sugar. The effect Of
| the advertising was a quick reversal
of market conditions, and it became
impossible to ship cranberries fast
| enough Advertising of cranberries
| for the season 1s20-21 cost s2s3,434.
| but it amounted to only 20 cents a
barrel on all shipped comparatively
| from 1918 to 1921.
The bulletin says: "It will be no.
was received from a small crop in
1917 than was received for crop
over twice as large In 1914. II
| might be inferred that the increased
receipts from cranberry sales were
due to the general wave of rising
plIces. But this can hardly be the
case. for the price and scarcity Of
sugar had a tendency to depress cram
! berry prices. This tendency was
combated by the stimulation Of CON
sumption by advertising. Further
| more. II the increase were due in
any large measure TO the forces that
| caused prices to rise during the war.
| 1t would naturally follow that cram
! 1s20-21 in the face Of an average
crop and in period of falling prices,
! but this was not the case.
The bad years test to tho fullest
! extent the advantages of co-opera-
tion. In all probability, had it not
been for advertising and the ability
/ of the exchange 70 distribute ship
ments in a way TO establish and
! maintain a rea asonabiy stable market
| many carloads would not have been
sold at all in 1919 and the rest would
have been sold for prices which
would have meant a decided loss for all
those interested in cranberry cul-
! ture."
| A table shows that the cranberry
| crop of 1914 amounted to about
! 100000 barrels and sold for $4,000
| The crop Of 1917 amounted to 15S.000
| barrels and sold for $1.60O.0o0. The
| crop of 1920 amounted to 2S5.000 bar
rels and sold for $2,s00,o00. 1T pays
| 70 adyeYtiseu'