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A PLAIN TALK ON ADVERTISING
BY ROGER C. HOYT
is confronted by advertise-
They fill up two-thirds of your favorite
Around the World painted on the sides of buildings. They
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glitter in huge electric signs which turn
There is still too much mystery in
THOS. COOK & SON a soap-box in the village street.
245 Broadway NEW YORK 561 Fifth Avenue
Philadelphia San Francisco
Trade Mark Reg. U. S., Canada, Gt. Britain, Patents STOPS SNORING, STOPS MOUTH BREATHING Sent on approval to any reliable person. PRICE $2,00 SIMPLE DEVICE CO., Middleburg, Va., Box 32
Again, many people regard advertising as an unwarranted expense which increases the cost of the article advertised. How often the question is asked, "Who pays for the advertising?" And, judging from the many attempted answers, even 99 the advertising men themselves have rather vague ideas on this point.
Perhaps a very brief statement of how properly applied advertising really works will therefore be of interest.
I think this whole subject can be greatly simplified if we consider legitimate advertising as just plain "news."
Some years ago a wonderful machine was devised which with a good deal of -MADE AT KEY WEST scratching and rumbling succeeded in
reproducing a feeble imitation of the
tance than the latest divorce scandal or murder case?
Let me carry this thought of "news" a little further. Consider life in a typical American home to-day as compared with that of a generation back. What has brought about the great change in the standard of living? I do not hesitate to attribute it largely to advertising, which is only another name for the dissemination of news regarding articles which make for a fuller and more enjoyable existence.
Very likely the maid is awakened in the morning by a Big Ben alarm clock. She hastens to prepare breakfast, consisting of Sunkist oranges, Yuban coffee, Quaker oats, toast made from Ward's bread, and some crisp strips of Beechnut bacon to serve on a Valsparred table. In the meantime the master of the house is bathing in a Standard sanitary tub with Ivory soap; shaving with Colgate's cream and a Gillette safety razor; donning his B.V.D.'s, Cluett shirt and collar, Holeproof hose, Hart, Schaffner & Marx suit, and Regal shoes. After breakfast he grabs his Stetson hat, jumps into his Buick car, equipped with Goodyear tires, and rides over Barrett Tarviated roads. At the office he sits at a Globe Wernicke Desk and dictates letters through a Dictaphone, which are transcribed on an Underwood typewriter and filed away in a Library Bureau filing cabinet. On his way home he stops at the florist's to "Say It With Flowers," and in the evening enjoys his Robert Burns cigar while listening to the latest fox-trot on the Victrola. And advertising furnished the original impulse for this entire day's programme.
Advertising, because of its news value, has thus been a dominant factor in raising the standard of living and bringing greater comfort and a more healthful and happier life to millions of Americans.
But advertising must also justify itself from an economic standpoint. If it is a tax on the community in the form of higher prices for advertised products, as is frequently claimed, can it be justified? The old question arises, "Who pays for the advertising?"
In my opinion, this question is just about as foolish as to ask, "Who pays for the railways?" or "Who pays for the telegraph and telephone?" These are generally accepted and recognized means of distribution. The railways convey and distribute goods; the telegraph and telephone distribute necessary news and information. Both are indispensable means of communication.
It is true that the country has recently been complaining of high freight rates. But suppose there were no railways. How much would it cost then to transport a barrel of flour from Minneapolis to New York; or a ton of coal from Scranton to Boston?
Suppose there were no telegraphic communication. How much would our
production of wealth then fall off through the lack of quick and accurate trade information? The real truth is that freight rates and telegraphic charges are quickly absorbed in the greater production and distribution of wealth made possible by the railways and the wires.
And this is equally true of legitimate and constructive advertising. A manufacturer may have a good and useful product, but he must also tell people about its merits in order to secure its quick and thorough distribution. And the right kind of advertising offers the shortest route from the factory to the consumer. Like the railway, advertising offers a quick means of distribution and becomes an economy and not an expense.
Suppose a manufacturer of a twentyfive-cent tooth-paste should decide that he could profitably spend $10,000 a month in advertising in periodicals. For this expenditure he could place his advertisement before approximately 20,000,000 readers. Now suppose only one out of every one hundred readers should buy a tube of the paste. He would then sell 200,000 tubes and his advertising would cost him five cents per tube. But many of these purchasers will be well satisfied if his tooth-paste is meritorious and will continue to use it. Thus the original cost of five cents a tube for advertising will be divided among subsequent sales and the cost per tube will steadily decrease. And so by advertising the manufacturer is steadily enlarg. ing his market, making easier and larger sales, and decreasing the selling cost per unit. He can therefore do business at a lower total cost, and thus make a lower price to the consumer at the same time that he has created good will for his product and stabilized his business.
And this leads to a necessary corollary of advertising-maintenance of quality. One of the chief objects of the advertiser is to build up good will towards his product. His name and trade-mark become firmly established in the minds of the buying public and appear upon every package that he sells. He has thus put his name and reputation behind his goods and has in effect guaranteed a certain quality which the purchaser looks for and has a right to expect. No manufacturer can afford to place his trade-mark on an inferior article or allow the quality of an advertised brand to deteriorate. For the advertised article can be readily identified, and any falling off in quality would result in a quick decrease in sales. You can readily think of numerous advertised articles which you purchase because you recognize the reliability of the manufacturer, and which you would cease to purchase if the quality were not kept up to standard. This is not true of goods bought in bulk or by the piece where the identity of the manufacturer remains unknown. So valuable is this matter of good will that many manufacturers figure it as a large asset in their balancesheets. For example, the American Tobacco Company enters its brands,
More Smiles Now
For women have prettier teeth
A new way of teeth cleaning has multiplied smiles. Millions of women now use it. It has changed dingy teeth to whiter teeth. Wherever you look now you sec pretty teeth which other people envy.
This new method is at your command. A free test will be sent for the asking. For the sake of whiter, safer teeth we urge you to accept it.
Combats the film
This new way combats film-that viscous coat you feel. The old ways of brushing never did that effectively.
Film clings to teeth, gets between the teeth and stays. It absorbs stains and, if you leave it, forms the basis of cloudy coats, including tartar. That's why most teeth look dingy.
Film also holds the acid in contact with the teeth to cause decay. Germs breed by millions in it. They, with tartar, are the chief cause of pyorrhea.
Most tooth troubles, which few escape, are now traced to that film.
Two methods found
Dental science, after long research has found two ways to fight that film. Years of tests have amply proved their efficiency. Now leading dentists everywhere are advising their daily use.
The New-Day Dentifrice Endorsed by modern authorities and advised by leading dentists nearly all the world over now. All druggists supply the large tube.
A new-type tooth paste has been created, modern, scientific, and correct. The name is Pepsodent. These two film combatants are now embodied in it. It is bringing to countless homes a new dental era.
Two other enemies
Teeth have two other great enemies. One is starch, which gums the teeth, and which may ferment and form acid. The other is mouth acids.
Pepsodent multiplies the starch digestant in the saliva, to better combat those starch deposits. It multiplies the alkalinity of the saliva, to better neutralize mouth acids. Thus it gives manifold power to Nature's great tooth-protecting agents. That's another result of modern dental research.
45 nations use it
Pepsodent now has world-wide use, largely through dental advice. Careful people of some forty-five countries see its benefits to-day.
Send the coupon for a 10-Day Tube. Note how clean the teeth feel after using. Mark the absence of the viscous film. See how teeth whiten as the film-coats disappear.
One week will convince you that you and yours should always use this method. Cut out the coupon now.
$5.00 $6.00 $7.00 & $8.00 SHOES FOR MEN
A PLAIN TALK ON ADVERTISING (Continued) trade-marks, and good will among its assets at a valuation of $54,000,000.
And so I think I may safely say that advertising renders a distinct and valuable service to the people of this country. Its news value has enabled progressive manufacturers to tell their story in the quickest and most economical manner. It has raised standards of living, developed a keener appreciation of the beautiful, promoted better health and sanitation, and greatly increased our National wealth.
Manufacturers of bath-tubs and soaps have advertised cleanliness into the consciousness of the American people. Tooth-paste manufacturers are preaching care of the teeth and proper dentistry; food manufacturers are teaching a more careful regulation of one's diet; the largest manufacturer of eye-glass lenses is now spending several hundred thousand dollars to educate people to take proper care of their eyes; a maker of beds talks about the hygienic value of restful sleep.
Makers of pianos and graphophones are selling good music to the public. The stars of grand opera may now be heard in homes from Maine to California; publishers are advertising good literature.
Florists are urging us to "Say It With Flowers." Manufacturers of greeting cards suggest the more widespread distributing of seasonal greetings.
Building material associations are telling us to build our own homes with pine, or redwood, or brick, or stone, as the case may be. We are then advised to roof with fire-proof shingles to avoid fire loss. The paint manufacturers press their slogan-"Save the Surface and You Save All."
Our wives are saved much drudgery by widely advertised appliances such as electric irons, stoves, washing-machines, vacuum cleaners, and kitchen cabinets. Electric fans keep us cool in the summer and heaters keep us warm in the winter. Our whole course of life from the hygienic nursing bottle to the copperlined casket is made smoother and richer by advertising news which tells us how to secure all those things which may make life really worth while.
And so when you pick up your favorite periodical to-night, don't tear out the advertising pages and cuss the publisher for wasting such a large amount of good white paper. But stop and consider these same advertisements as "news" announcements of the best things which human ingenuity has devised for your comfort, edification, and enrichment. If you will look at the advertisements from this point of view, you will be the gainer in health, wealth, and happiness.
HE OUTLOOK wants to receive cartoons from its readers, clipped from their favorite newspapers. Each cartoon should have the sender's name and address together with the name and date of the newspaper from which it is taken pinned or pasted to its back. We pay one dollar ($1) for each cartoon which we find available for reproduction. Some readers in the past have lost the dollar bills to which they were entitled because they have failed to give the information which we require.
The following, also from an English periodical, the "Weekly Telegraph," strikes a fresh note:
A little girl stood weeping by a pillar-box. Noticing her plight, an old gentleman asked her what was the matter. "I-I wanted to post a letter," she replied, between her sobs, "and not having a stamp, I put twopence in the slot, but-no stamp has come out!"
Immediately the old gentleman burst into tears. "What are you crying for?" the little girl asked.
"To think," he said, chokingly, "that a nice little girl like you should try to get money out of me with such an old chestnut as that."
Portuguese men are not specially noted for their strength, the champion wrestlers and pugilists being of other nationalities, but Portuguese women, according to a writer in the "Wide World," are enormously strong. "These women," he says, "think nothing of carrying a box weighing well over a hundredweight on the top of their heads. A woman porter carried my steamer trunk, weighing a hundred and twenty pounds, in this way to my hotel, for at least half a mile, up steep hills the whole way! Every conceivable kind of load is carried in this way. Peasant women will carry a closed umbrella neatly balanced on their heads. I once saw a woman coming into market with sleeping infant in a small round basket on her head, one hand holding the basket and the other an umbrella to shield off the strong rays of the sun."
Whenas in knickers Julia goes,
The Wild Leopard
GREAT wave awash over the
A leopard cage
Frank Buck, collector of wild
What would you have done?
Buck tells what he did with this
beauty of the jungle, and he tells a
The American MAGAZINE on the Orient
"At every port (Sumatra) three or four
"The snake-twelve and a half feet longwas very wild and every time I approached The "Cornell Widow" thus out-Her- the box, beat its head against the wires. . . It has been estimated that 20,000 Indians a ricks Herrick: year are killed by cobras. . . . Almost all other wild animals will try to get away as soon as they scent man, but the cobra rises up off the ground and glides straight for his opponent. . . . Between me and freedom was the snake . . . not more than three feet from me. . . . If I had had a broom or a heavy stick, but . . ."
The purpose served by clothes.
For when I drop my eyes and see
A Spaniard writes to the New York Times" deprecating any attempt to formulate a universal tongue. French, he says, is such a language. "It is absolutely the only language which foreigners can pronounce well, standing midway between the frightful concentration of the English words and the terrific stretching of the Italian and the Spanish words, which offer to foreigners an in
This distinctive magazine-ASIA-is searching out the history, the beauty, the meaning, the absorbing past and the turbulent present of Asia-all of which is of consuming interest, for much of America's future lies wrapped up in the destiny of the Orient.
No magazine ever before presented such a picture of the East. Each month an infinite variety of engrossing articles and stories, and an art insert of real value, bring a new continent to your library table.
The Price of Blood
By Chester C. McCown "You must sleep, but we must take revenge on the enemy," Ahmed chanted at the open grave of his mother, who had been killed in a woman's quarrel through which two Arab families of cousins were plunged into a blood feud. Here is seen honor being strangely appeased today according to the law as it existed even in the time of Abraham.
Overcrowded India By Harold Cox,
Editor of the Edinburgh Review India has less than two-thirds the area of the United States, but the population is three times as large. The struggle for mere existence is so intense that the lower castes live in a horror of poverty, sickness, starvation and ostracism. Will Indian mothers continue to beget children in the numbers they have?
Amphibious Wanderings in the
By Gertrude Emerson
Ashore at Pago Pago
By Edward A. Salisbury
Of all the islands in the South Seas under direct rule of the white man, American Samoa is the only place visited by Edward A. Salisbury where he found the natives really happy, and where the race instead of dying out is increasing and improving. Why? Read what this traveler saw there.
Rosaries of the Great Religions
By Dr. Cornelius H. Patton
Do you realize that no less than three-quarters of the human race use rosaries in their religious devotions today? The Christian Church uses them; Mohammedans, Buddhists, and many other Eastern sects count their prayers by beads. The story of these aids to meditation and the deep psychological reasons for the survival of the rosary are found in this convincing and beautiful article.
And Many Other Interesting Pages
THE OUTLOOK CLASSIFIED ADVERTISING SECTION
columns to the page.
Hotels and Resorts, Apartments, Tours and Travel, Real Estate, Live Stock and Poultry, sixty cents per agate line, four If answers are Not less than four lines accepted. "Want" advertisements, under the various headings, "Board and Rooms," "Help Wanted," etc., ten cents for each word or initial, including The first word of each "Want" advertise ment is set in capital letters without additional charge. the address, for each insertion. to be addressed in care of The Outlook, twenty-five cents is charged for the box number named in the advertisement. by us to the advertiser and bill for postage rendered.
Replies will be forwarded
Address: ADVERTISING DEPARTMENT, THE OUTLOOK, 381 FOURTH AVENUE, NEW YORK CITY
and Mediterranean Lands Nile Cruise to Second Cataract Long Tour in private steamer. sails January 6 by ADRIATIC. Also
Later sailings and shorter tours.
Write for information to
BUREAU OF UNIVERSITY TRAVEL 15 Boyd Street, Newton, Mass.
EGYPT AND PALESTINE
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WELLESLEY HILLS, MASS. (H)
Fine location. Hot and cold running water in
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(Near 5th Avenue)
Directly in the fashionable club and shop-
REDUCED RATES DURING SUMMER
Rates and map gladly sent upon request.
West 72d St., through
AROUND THE WORLDHOTEL JUDSON 53 Washing
Leaving New York Jan. 6, 1923
Hotels and Resorts
THE LEE HOUSE
Fifteenth and L Streets, N. W.
A cordial welcome awaits you
ly, weekly, monthly, season rates
ton Square adjoining Judson Memorial Church. Rooms with and without bath. Rates $3.50 per day. including meals. Special rates for two weeks or more. Location very central. Convenient to all elevated and street car lines.
PINE RIDGE CAMP ACTUALLY MID
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Bermuda-For Rent Furnished
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2 stories, 8 rooms, 3 chambers, sleeping porch.
In Florida-For Rent
and well-established fully
If you wish to purchase a beautiful summer estate situate on one of the Great Lakes, within thirty-five miles of one of the large cities of the United States by good automobile road and by water, advise the address below and particulars will be sent you. The house is recently bullt, of Colonial type, and contains seventeen large, cheerful rooms, including a ball-room and music-room on the third floor, with adequate heating plant for winter use if desired. The grounds are beautifully laid out, cover about thirty-seven acres, and contain caretaker's lodge, large garage, boathouse over 120 feet long and all other necessary improvements for first-class summer home. Address 8,221, Outlook.
FOR SALE Modern 8-room
house, 2 acres. Gas, electricity. 2 baths, hot-water heat. Variety of fruit. Shade trees and shrubbery. Barn and hen-house. Implements. Address owner, M. O. ALEXANDER, Vineland, N. J.
Opportunity to secure property
with extensive outlook, on southeast face of Watchung Hills, within 25 miles of New York. Ideal for residence or sanitarium. 12 rooms and bath, new steam heating plant and electric pump supplying house with abundance of pure water: acreage.Sale or rent. AddressOwner,8,215,Outlook.
ew York City. Unusual apartment, 4 For Sale, Colonial Cottage
rooms, bath, electricity, steam heat, etc..
on brow of hill overlooking Hudson and River
with all modern improvements, in beautiful Adirondack village. Price $15,000. Address 8.147, Outlook.
EAL COUNTRY HOME LESS 10-room house. Bath. Running water. Col well water. Shade and fruit trees. Chicken house. Large corner lot, edge of village. Less than 200 miles, direct rail to New York. Only insertion. OWNER, Box 177, Sidney Centre, N.Y.
HOUSE with garden on quiet St.,
half block from trolley $10,500, or for rent, $90 per month. Inquire 25 Cottage Pl., White Plains, N. Y. Tel. 3008-R NORTH CAROLINA For Rent at Pine Bluff, N. C.
6 miles Pinehurst, modern 6-room bungalow. Bath, furnace, electricity, detached servants' quarters. Address E.H.Roberts, Titusville, Pa.
500 THINGS TO SELL BY MAIL. Remarkable new publication. Workable plaus and methods. Loose-leaf, cloth binder. Prepaid $1. Walhamore Company, Lafayette Building, Philadelphia, Pa.
SAFE 8% FIRST MORTGAGE INCOME CERTIFICATES additionally secured, tax exempted, quarterly payments. Permanent or reconvertible. Ask circulars. Home Building & Loan Co., Jacksonville, Fla.
ESTABLISHED, exclusive girls' boarding school of Washington, D. C., seeks woman of administrative ability to take charge of academic department and who could invest several thousand dollars, taking part interest in school. Fine opportunity. State age, experience, and give references. 2,148, Outlook.
DIETITIANS, cafeteria managers, governesses, matrons, housekeepers, superintendents. Miss Richards, Providence, R. I. Box 5 East Side. Boston Office, Trinity Court. 165 Address Jackson Hall, Fridays, 11 to 1. Providence.
WANTED-Competent teachers for public and private schocis. Calls coming every day. Send for circulars. Albany Teachers' Agency, Albany, N. Y.
DIRECTORY for secretaries and social workers. Miss Richards, Providence, R. 1. Box 5 East Side. Boston office, Trinity Court, 16 Jackson Hall, Fridays 11 to 1. Address Providence.
UNUSUALLY desirable stationery for any 200 sheets high type of correspondence. grade note paper and 100 envelopes printed with your name and address postpaid $1.56. Samples on request. You can buy cheaper stationery, but do you want to? Lewis, 284 Second Ave., Troy, N. Y.
HEAVY weight, Kalma Linen Finish folded note size stationery, choice of white, blue, buff, or gray. Your name and address printed on 100 sheets and 75 envelopes $1 delivered. West of Denver 10% extra. Dept. H, Paramount Paper Co., Kalamazoo, Mich.
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