Imperial Valley press. (El Centro, Calif.) 1907-current, 1942-04-21
PLENTY TO SELL
Detroit FREQ press1

Detroit Free Press)
Good advertising is more than the sell
ing of immediate supplies of merchan-
disc.
By its educational values. advertising
made possible the American standard
OF lie, the highest and best the world
has ever known
1t was advertising that made the mod
ern American home thing of health,
efficiency and comfort, from sanitary
plumbing and bathing facilities, to light
ing systems that save the eyes. The
mechanically equipped kitchens, wash
ing machines, vacuum cleaners, all be-
came standard American household
equipment through the educational power
of advertising.
1t was advertising that made possible
mass production in America by creating
the desire for things in vast quantities
10 supply them, the genius of mass pro-
ductlon came into being.
Therefore it was advertising that Gre
ated the modern great factories. the high
wages, shorter hours and better work
ing conditions of the American people.
1t has been advertising that has made
possible the development of the great
American press unique in all the history
of the world for editorial freedom and
its complete coverage of the worlds ways
Without advertising this service to
democracy would be impossible because
the cost of gathering such news would
be so great that the price of newspapers
and magazines would be prohibitve
Wise students of history understand
this, as do wise businessmen and the lead
ers of all shades of public opinion-from
the extreme radical to the most conserva-
tive
But good business men understand
more. They realize that, as advertising
is an integral part of the Nations fabric
of freedom, it is also vital to their own
success and continuance.
When the depression was at its worst
many companies thought they could
save money by not advertising. The rec
ords show that these companies either
went out of business entirely or lost even
their depression sales volumes and had
to right about face or merge with other
companies that did continue to advertise
With the war on it is we'll for Ameri-
cans to learn from the experience of
our neighbor Canada which has been in
the struggle for two and half years
Concentrating on war orders, many large
concerns in the dominion cancelled adj
vertising budgets on the argument that
they had nothing immediate to sell.
Now remarkable change has come
about in the attitude, not only of Can
adian business but of the government it.
self. It has been discovered that they
had their good will to maintain with their
customers and patriotic cause to sell.
They have resumed advertising to explain
to the public their problems, to tell them
why they are not making motor cars,
washing machines, refrigerators and the
multitudes of standard products wartime
demands have curtailed.
In all this they are serving dual pur-
pose. They are serving their nation and
they are keeping their people informed
of their existence with a long vision of
the days of peace to come. They are IN
vesting in the future
Any study of this type of advertising,
either in the United States, Canada or
Great Britain, reveals the dramatic, pic
torial imaginative and educational quail
ty of their appeal-one that will remain
IN the minds Of the people in the long
years to come.
Advertising is one of the indispensables
to Victory