Newspaper Page Text
A, t 8 ft fcf VI r IP b L r. ' L rjfill i 7 ill 1 if vl H EVENING WD&EB-PHIftADE:DPmA WEDMSDAY, F&BBUABY VT, IQlfr., .,,,,, .... .,,,, ,, , ?', ;,';liT"l;"i""'. ' i,:'i.'w3 -2aS pit- ,, --S . 1 -, . 1 ' ' 1 11 Yvmuaamw w , -1 ,1 II 1 M ffHUl Iff If . . .. ' '11 1 I hi mil iw 11 1 11 mil m TTii in 11 iirrTTMgTr'iirM,fffirMlraT iliii I 1 ff 111 KStJrV I m m mm iji uiisggS uli-j uJijSlPgSgStJSLn tdj "1 fcg3 !bJrJS?yJBBo Lj'flfll : If m LOSING LEADERSHIP Carpets and Rugs llik Fifteen years ago Philadelphia had 45 per cent, of the Carpet and Rug Industry. Ten years ago Philadelphia's share had decreased to 40 per cent. Five years ago Philadelphia had only 32 per cent., and was still losing ground. Five years ago Philadelphia was producing 32 per cent, of the carpets and rugs in this country, reckoned by value. Ten years ago Philadelphia was producing 40 per cent. Fifteen years ago Philadelphia was producing 45 per cent. The last census showed that the consumption of carpets and rugs in this country had increased 15.6 per cent, in five years. But Philadelphia, the centre of the industry, showed a decrease from twenty-five millions to twenty-two and a half millions, and a decrease of nearly 2300 in the number of persons in the city employed in making carpets and rugs. Why should Philadelphia be thus losing her leadership in this industry ? The reason is that other cities and other sections of the country have been attacking her markets with more vigorous salesmanship. They have the secrets of manufacture. So has Philadelphia. But they also have the secret of selling success fully. And this is being overlooked in Philadelphia. The carpet and rug manufacturers of Philadelphia have, however, a great opportunity, one that is wide open to them to day, but which tomorrow may be much lessened. In some of the great textile industries, competition in other cities has already entrenched itself through modern selling methods, including national advertising. This has not only in creased the present danger to Philadelphia's prestige and made it every day more essential that Philadelphia's mills adopt modern methods. It is also giving these advertising manufac turers a longer and longer lead which will be harder and harder to overcome when at last Philadelphia mills make the inevitable start. There are, however, only a few manufacturers of carpet3 and rugs who have thus far employed national advertising. Some have done so and others will do so soon. It is the time for one, or two, or three, Philadelphia manufacturers to begin to get the long lead themselves instead of letting someone else get it. The report on textiles made by the Curtis Division of Com mercial Research, after a year's study which involved 32,000 miles of travel, visits to every part of the United States, and 1016 interviews with merchants and others, has this to say, among other things, about the advertising opportunity for car pets and rugs: "Possibility of consumer advertising in floor coverings seems excellent. Carpets have to be bought largely on faith, 'for even an expert, it is said, cannot judge a rug within 10 per cent, of its value, hence the customer must rely on someone's guarantee of quality, and he prefers the guarantee of the manufacturer. The fact that pattern is sub ordinate to texture and that styles change slowly seems to make it clear that a manufacturer of quality goods by quality copy could make a marked success of floor-covering advertising." (Carpets, rugs and linoleums.) "We should be glad to confer with any Philadelphia manu facturer, and to lay before him the full report of this expert investigation and make any other suggestions that we can, showing how Philadelphia may reclaim her leadership in this industry. The Ladies9 Home Journal i The Saturday Evening Post The Country Gentleman :'v i i Uix l ' 1 . "i- I THE CURTIS PUBLISHING COMPANY INDEPENDENCE SQUARE, PHILADELPHIA ; I I I ifi, m tm 'Vi iMl IA '