New Britain herald., 1929-10-08
ADVOCATES CRUSADE
 AGAINST BILLBOARDS
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 When people tell me they never pay any attention to advertising, I just smile" he said. II wonder if the man still slaves with an old fashioned razor instead of a modern safety razor, if he still has his breakfast cereal cooked the day be- fore. These modern improvements now are all made possible for us by advertising.
 Illustrating how necessary adver- Using is. the speaker asked, How many persons here remember Pear line ?" Piles Pearline. he said was a nationally known product, spend ing over three-quarters of a million dollars a year in advertising, until the elder MT. Pile died. The bank CTS who got hold of the business in those days did not believe in adver- Using. They said everybody knew about the product. anybody, so they would save the s600,00O or S700, 900 each year for the stockholders In four year the goods had disappeared from the shelves and the good will was sold to Proctor and Gamble for Sl0,000.
 Every year two and a half mil lion immigrants come to America. This means two and a half million new consumers who do not know anything about American goods In addition, there are hundreds of thou sands of graduates from schools and colleges and one and a quarter mill lion couples getting married. All CTS. Then there are 100000 deaths each year. These must be replaced
 How many people remember the black whale and the words, 'Soapine did it, or Force and Sunny Jim 9 or 'Sapoio and Spotless Town?' or Ask Dad, He Knows?' They let these things go too long and now they have passed out. One or two are trying to come back but it's too late.
 There was Rubifoam. Sozadont and many others, all forgotten now.
 Markets are continually chang ing. Chain stores have learned that not only must they advertise but that they also must sell advertised goods to be successful. The A. X P. stores have realized that advertised goods are essential to the success of business. Woolworth is going to spend millions of dollars for adver- Using in one year. In the first 1r days of an advertising campaign, the Woolworth company found it's sales had increased s26o,000 over the pre- vious year.
 Methods of merchandising are changing every day. Chain stores are selling cigarettes cheaper than cigar stores, cigars are being sold in shoe stores, and what cant you buy in a drug store? Business is all mixed up. There $ nothing fixed about it.
 "The danger of modern mer- Chandising lies in the fact that we are likely to adopt methods that are too handy and too comfortable and that we are too lazy to exert our selves.
 Advertising next year must rec Cgnize these changes in bushes, methods. An experiment by na- tional concern showed that, of tive articles of equal value sold at the same time, S7.6 per cent of the pub. lie bought advertised goods, and only per cent bought non-adver- tised goods. The others had nc preference. In two articles of equa value, the advertised article was sold at higher price. In this case 6C per cent of the public bought the advertised product at a higher price 24 per cent bought the non-advcr. tised article, and the others had nc preference.
 Advertising must be made believ. able. It is becoming too mechani. cal. It is too much like advertis. ing-too professional"
 The speaker told of a meeting ct 4iatlpIdl duNti lIStI 5 III Nt" OI h q few days ago. when committed vas formed 10 produce a greater sincerity in advertising. "The test, monial type of advertising is being laughed out of court by the public The public if beginning to doubt that form of advertising. Red Granee had a pretty good reputation unti lD c;r, l., I ,,, every kind of product on the mar let" he avorred.
 "Advertising must be more eff. cient, more straightforward nor. practical. and more sincere in 1930.'
 Harry Miller of the Harry Miller CA Nn.. Nnrlc thnatrinnl l1nnn,.