Evening star. [volume] (Washington, D.C.) 1854-1972, 1928-02-06
ADVERTISING SEEN
AS AID IN TEXTILES
Rice MiI|ers Plan to Spend
$2,500,000 in Campaign.
Plan Urged for Cotton.
BY J. G. ROYLE.
Special Dispatch to The Star.

Special Dispatch TO Ihe star.
NEW YORK, February 8.--News-
paper advertising Is the factor which
progressive business men OF the East
and South count on to maintain pros.
perity In the field Of production as well
rs in distribution and merchandising
Rice millers of Louisiana. Arkansas;
Texas and California have determined
to put S2.5O0.00O into an advertising
campaign. .ao
The planters and millers OF those
States produce approximately nan
million bushels more than the !raoe
usually absorbs. Louisiana. for exam
Die, raised 17,3l6,000 bushels OF rice
last year and received $l5.065,O 600 1or
it, The year before for smaller crop
the Louisiana planters obtained $40,
100000. In 1927 the country produccon
somewhere approXimatlng 3fuoo'ooo
bushels of rice.
Growers at meeting just held de-
cided that they must make new mar
kets for their product or decrease pro-
duction They determined on the
former course. believing that in TINS
way they followed the general trend OF
production and manufacturing IN
America which has made this country
the richest in the world. The plan IS
10 finance an advertising campaign OF
puh'icity and education IN the IN
creased use of rice by an assessment Oh
) cents a barrel on all rough rice m:iled.
. Proposing Advertising.
A similar plan has been strongly ad-
vocated by A. G. Beane. one of the
larger dealers in cotton in New Orleans.
He urges that, instead of the cotton
industry advertising that 1t Is going
to curtail production OF raw staple ana
textiles as 1t has been doing, 1t try
advertising In order to dispose OF an
increased production Of cotton goods
and consequently Of raw cotton.
There Is a peculiar philosophy which
permeates the cotton textile world and
manifests itself principally In bearish
price utterances and pessimistic predic-
tons" he said The cotton textile in
dustry Is one OF the worlds largest. but
many of the people engaged therein
have been inept in catching step with
modern business thought The indus
try Is making no outstanding bids for
new markets and It's cry for a genera
ton has been, We cannot probably
manufacture goods at present prices Oh
raw cotton
THAT frequently is true because these
very expressions result in a depressed
cotton market and CESSATION OF buying
by consumers generally. If the record OF
industrial achievement by this country
proves anything 1t proves that increased
distribution Is the only natural acceler-
ator of production. 1t proves that sales
manship can create a demand for a
product where none existed.
ANyorotns Rrood Camnaipu
"The remedy. believe. lies solely ir
proper advertising. I do not mean HIT
and-miss efforts. but byt he broadest pos
sible campaign along lines OF modern
efforts. Popularize the products OF tho
mills: not merely infer that one branc
Of stockings Is better than another
Teach the hundreds OF millions Of peo.
pie In the world that common decency
demands the use of clean handkerchiefs
that hygiene insists upon frequent
change OF underclothing. and that up
holstered chairs are more comfortable
In Summer II covered with cotton cloth
There is no end TO these possibilities. but
they will never be found by those in the
textile industry who think In terms oi
curtailment."
Style now Is the most important fac.
tor affecting the demand for finer tex
tiles. According to Spencer Turner
president OF the Association OF Cotton
Textile Merchants OF New York. quality
used to be the distinctive characteristic
But now" he said, quality must be
superior not only for their texture and
construction. but also for the beauty