Reproductions of news items and technical articles that contain implied arguments in favor of a product are valuable in this connection. In Fig. 9, for instance, the advertiser has reproduced a clipping from a trade paper, in which a strike of silk workers who wanted better ventilation is reported, and has inti Do you know how practically and profitably the CARRIER SYSTEM OF AIR CONDITIONING overcomes this loss? Cooling in summer is the least of the advantages of a Carrier System where uniform temperature, high or low and uniform percentage of humidity in the atmosphere are conducive to a bettered product. If you have any problems in air cooling, heating, drying, humidifying or dehumidifying, the advice of our engineers will cost you nothing, and should prove profitable. Carrier The requirements for a given plant can be figured with the same accuracy as any other engineering problem, and we back every installation with definite guarantees as to performance and maintenance costs. Tell us your needs so we can at least send interesting literature. Engineering corporation 39 Cortlandt Street Varrier New York City Chicago: Transportation Bldg. Buffalo: Mutual Life Bldg. 49 FIG. 9 mated that the manufacturer should install air-conditioning apparatus in his plant. Because of their disinterested source such reproductions are nearly always effective. 18. As an example of how technical advertising is planned, the work of Jaburg Brothers, of New York, in advertising bread wrapping and sealing machines may be considered. The Battle Creek Bread Wrapping and Tying Machine is used in commercial bakeries for wrapping bread intended for sale through grocers to the general public. The machine is in competition with others, but as many bakers have their bread wrapped by hand, the sales work is principally that of showing the advantages of mechanical methods. The sales arguments are: 1. Labor and material are saved in wrapping bread by machine. 2. Better and more accurate work is done mechanically. 3. An installation will be made on trial to demonstrate the desirability of the equipment. In developing the first point, actual figures are given in the advertisement, and a definite comparison is made between hand and machine methods. The net saving is then presented. Further, the reasons why it is possible to make this saving are given by showing that a small sheet of paper is used, and that but one operative is needed. In laying out this advertising and developing the sales points in the advertisements, it is recognized that the only reason a baker will install a piece of machinery to do work that is now being accomplished by hand is the opportunity to save money. Consequently, the money-saving possibilities of the machine. are developed in the advertising, and the mechanical features are given less attention, as the willingness of the manufacturers to put the machine in on trial shows their confidence in its ability. The baker, it is understood, is more interested in what the machine will do for him than in what it consists of mechanically, and for this reason the mechanical features are subordinated to those of greater interest to the prospective buyer. Inasmuch as all large commercial bakeries are interested in saving money in operating expenses, publications widely circulated in the wholesale bakery trade would be of value in this campaign. Such papers as the Bakers' Helper, Bakers' Weekly, Bakers' Review, Bakers' News, and the National Baker could be used to advantage in advertising these machines. A typical advertisement of this firm is shown in Fig. 10. This is ILT 162-14 It is remarkable to see how neatly and securely each package is wrapped with unfailing regularity and accuracy day after day, week after week, and year after year. -Labor Saving hand wrapping daily put of 10,000 loaves at $1.00 per thousand Material Saving Cost of 10,000 sheets of paper for hand wrapping 20x 15 at $250 per thousand (one side wzzedi Com of 100 sheets of paper for machine wrapping 14 16 at $1 75 per thousand Daily saving in paper The Battle Creek Breed Wrapping and $10.00 825.00 Could You Ask More? Is it worth while to expend $1500 to save $4350? JABURG BROTHERS New York 10-14 Leonard Street Sole Eastern Distributers of The Battle Creek Bread Wrapping Machines New York Sole Eastern Distributers of The Battle Creek Bread Wrapping Machines FIG. 10 a double-page spread, a size that is by no means uncommon in trade and technical journals. 19. Reading Notices.-Publicity in the reading columns of technical papers can sometimes be obtained, provided the manufacturer has something of real interest to offer. The practice of giving reading notices as part of the service to the advertiser is being discontinued by most high-grade technical papers, though there are many that conduct columns or departments devoted to new machines and appliances, in which items of this kind are published without charge. When a manufacturer knows of a machine of his that is giving exceptional service, or that has been used in an interesting way, the publications in his field will usually be glad to publish an article about it. Here, as in other cases, however, the question usually asked is whether the item is of legitimate interest to the readers of the publication, and it will not be printed unless it is. user. ADVERTISING IN TRADE PAPERS 20. Purpose and Methods.-Trade-paper advertising is intended to sell to the distributor the goods manufactured or handled by the advertiser. The ordinary product of general consumption moves from the factory to the jobber, and through him to the retailer, from whom it is purchased by the ultimate Some manufacturers confine their advertising to the trade, making comparatively little effort to influence the consumer. Others endeavor to create a demand for their goods by general advertising through recognized "consumer mediums," such as magazines of general circulation, newspapers, billboards, street car cards, etc., and they back up this consumer advertising by vigorous publicity to the dealer and other trade factors. The ordinary jobbing house does comparatively little creative work. It carries the products of a great many manufacturers, and because of the number of items handled, its function, necessarily, is to supply the call of the merchants in its territory, rather than to create a demand for any of the trade marked lines that it handles. In some cases the jobber handles goods that he buys from other concerns, but under his own trade-mark. In that event he is classed with the manufacturers, as far as the trade is concerned, and is interested in advertising the merits of his goods and creating good-will, by trade-paper advertising, for the brands that he is selling. Because of the importance of the dealer in all selling campaigns, increased attention is being paid to trade-paper advertising, especially on the part of manufacturers who are doing consumer advertising. In this case the consumer publicity is of no value if the merchants are not carrying stocks of the goods advertised, and in most campaigns advertising is run in the trade papers ahead of the general advertising, advising the dealers of the work which is to be done, and urging them to take advantage of the opportunity by laying in stocks with which to supply the anticipated demand. Much attention is also paid by manufacturers at present to cooperating with the dealer by furnishing signs and literature for use in his store. In order to get this advertising material into the hands of interested dealers, trade-paper advertising is used, so that it will be supplied only to those who are sure to make use of it. In fact, since the value of advertising in the sale of goods is now better appreciated many manufacturers get the support of the trade by advertising their entire selling campaigns in the trade papers, showing how they are promoting sales work for the dealer so as to assure him a profit on the goods that he puts in stock. 21. Opportunity for Effective Appeal.-The weakness of much trade-paper copy lies in the failure of the advertiser to appeal to the self-interest of the merchant in handling his goods. Advertising which will sell to the consumer and which will sell to the dealer are not usually identical. The consumer buys an article because of its quality, and because he or she has a definite use for it. The only reason that a merchant buys goods is because he believes that he can make money selling them. Quality is an aid in selling, of course, and hence quality is incidentally a sales argument in dealing |