The Washington times., 1928-03-23
WORLD I RADE
HELPED BY
AD men
BY M. s. RUKEYsER

NEW YORK, March %
When Yankee advertising in
foreign countries catches
hold to the extent it has at
home, the whole world will
be kin-in a new sense.
Makers OF specialized, trade
ready report that they are now
nearer consumer acceptance
abroad than ever before.
For o score Of years, the far
seeing management OF the A1neri-
can Radiator Company, for ex-
ample, tried to revolutfonizs the
attitude Of the British toward the
problem Of heating homes. 1t was
an uphill struggle, but at length
the idea Of central heating is catch.
ing hold overseas. The foreign
business Of this particular cor
poration is reported to be grow.
ing like q weed.
Few, IL any. names are better
known to the readers Of advertiS-
ing than that Of William Wrigley,
jr. Queried about the export as
poets of his chewing gum con-
Germ, Mr.. Wrigley, In message
to this column, says:
1--WE are gradually building up
q very satisfactory business
throughout the entire world. Edu.
eating the people OF foreign
countries to use d product OF
the United States which they
never have used, and, In some
cases, never heard Of, requires
q great deal Of patience and,
what is more important, great
deal Of initial investment.
An Ad Mans DREAM
Evidently the dream Of adver.
Using men-the INSTALLATION Of
followers OF Confucius and Bud
dE1a engaged in chewing Amer
lean gum and shaving with Yam
kee razors-is in the process
Of realization.
II you are q gum chewer. do
you chew more during pros
perity or depression?
Mr.. Wrigley throws new light
on the independence Of this in
dustry of general business con-
ditions, saying:
THE article we manufacture
sells for the smallest coin in
the United States and up to
the present time, and for the
last IS years, general depression
in business has never interfered
with our growth. In fact,
think the records show that
our sales have increased during
times Of depression"
There are q number of depres.
sion-proof industries, whose well
fare bears no direct relation
to general prosperity and de-
preston.
The grocery trade runs along
steadily, without regard to the
ebb and flow Of the business
cycle.
Like chewing gum. cigarettes
resist the adverse effect Of de-
preston. As a matter of fact.
the records show that industrial
idleness heightens the smoking
habit.
5 and 10 Stable
The 5 and 10-cent stores are
helped by general trade adversely.
Depression not only strengthens
the economy appeal Of these
chains, but also tends to cut
down the cost of merchandise
and of operations, while the sell
ing prices remain undiSturbed,
providing wider profit margins.
The r. w. Woolworth Company,
by way Of illustration. was tenn
porarily held back by the boom
conditions of 1919.1920, which pro.
NOTED public extravaganza, and
heightened the cost OF doing
business, cutting down profit
margins.
The public utility companies,
with fixed rates, also benefit
from short term depressions. which
tend to cut down the cost OF
labor and materials. without So
riously curtailing the general
volume of business. The tele-
phone business is especially in
sensitive to the pangs OF business
depression.
ON the other hand, steel. non
ferrous metals and heavy chem
icals are typically business cycle
industries, which benefit from
general prosperity and immedi-
ately reflect general adversely
Though not so typical cycle in
dustries, most other manufacture
ing trades, including the auto
mobile industry, clothing, the
theatrical business and even gen.
eral construction trades, are al
fected by general trade and credit