The Birmingham age-herald., 1924-08-16

DGl0K ones to think of buying.
 I don't know who makes the best cot ton or the best silk socks. I have seen certain brands of ehosiery" advertised very extensively, but haven't been educated sufficiently to know whether tne makers cater to men or not. All their ads seem to be addressed to wo- men
 No manufacturer of neckties stands out in my mind as the best in this
 This comment is inspired by a little article in British publication for men which gives the names of the six larg- ess advertisers in the United States wisin the amount each spends in year
 As you will notice, four out of the six are selling soap. What would hap pen, wonder, if the men who make colton goods and lace and steel and machinery, were to become as enter Pr1sing as the men who make soap"
 Before writing this column I had a Lalk with an advertising man. He warned me not to write anything on the subject because it was beset with problems that the layman could not possibly fathonn.
 talked also with a woman and she remarked: Apparently you don't read women's publications"
 don't. Why should you or I have to read women's publications in order to find out where the best xoods for. us to buy7 My own notion IS that the publishers and editors of women's pub ncations have been extremely slxillful In broadcasting the idea that our wo men Folk do nearly all our spending for us. They have succeeded in attracting sp enormous volume of advertising, a with things for men.
 
 Are manufacturers and merchants Justified in thinking that the maiority cf men read womens publications? ALe there not an enormous number of men Who have difficulty in finding time to read the daily newspapers and periodicals of special interest to them in business way.
 Frankly, believe that as male consumer, advertisers have somewhat neglected me.
 Hrere is another thought, When spent some time recently in New Eng land and talked at length with num- bers of New England financial and business men had it dinned daily into my ears that although New England could make finer cottons than the south could make, New EngIandss bus mess was falling off heaft-breal lx1ngly.
 ell, now how much have New Eng land cotton manufacturers done to ir- crease their business through advertise ing to consumers trade-fnarlSed cotton goods?
 # some New England manufactures makes the finest cotton shirtings or cotton shirtss he has not reached me with convincing news of this fact.
 when I go to buy a hat several makes come into my mind, because [ 1 have had them extolled to me by text and picture in the newspapers wear after year. know the merits claimed for quite number of different auto mobiles, because they, too, have been freely advertised to me. I always used to ask for the same brand of collars until recently switched, for hot weath-I CT wear. to an unstarched brand. When l go to buy suit of clothes-4I am one 1 of the multitude who finds ready n1ades4 goed enough--I have in mind the claims | made and the illustrations put out by tWos or three national advertisers. 1 knew something also about different makes of shoes ,and do not feel lost 1 when have to buy pair.
 4 good many edibles and drinkabies 1A-AS4AC9 niltar to me.
 Yes, the art of advertising has been developed far. But cannot feel that | the whole ground has been covered. | Women buyers, as see 1t, are being well catered to- but I don't think the l responsibilities of mere men buyers | have been adequately exploited.
 The manufactures who wants to sell | me the things I use must not expect | me to buy women's publications in or | der to read his advertisements. He can catch my eye and my money any day and every day in the week in the | daily newspapers and in the business periodicals read.
 And I rather think there are lot more like me.
 PORT MOVEMENT
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