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Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, November 21, 1921, Night Extra, Image 19

Image and text provided by Penn State University Libraries; University Park, PA

Persistent link: https://chroniclingamerica.loc.gov/lccn/sn83045211/1921-11-21/ed-1/seq-19/

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gyIpPUBLrC LEDGEB PHirAWLPml; MONDAY, f NeWlBER 21, ite
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What 45 years in business
have taught him about selling
William Hamlin Childs, Chairman
of the Executive Beard of The Barrett
Company and Vice-President of The
Ben Ami Company, is connected with
a number of very large industrial enter
prises. Most of these concerns are
liberal and consistent advertisers. In a
recent issue of "System" he pointed out
some selling principles that, in his judg
ment, are vital te success. Therefore,
the following excerpts from that article
should prove of iijterest te every busi
ness m&n. He writes:
"I have been interested, during 45 years of active busi
ness life, in many enterprises.
"One business I began with the purchase of a trade-mark
for $5,000. We thought that the trade-mark and the prod
uct it represented were both geed -although the actual
business being done was very small. Recently we refused
$3,000,000 for that trade-mark; it new stands for a very
large business. Anether corporation at the time I joined
it, some twenty years age, had a volume of about $5,000
000; new it has a volume of around $80,000,000 a year.
"Out from them these larger principles stand ferth:
"(1) There is no use trying te sell unless and until you
net only have something better te sell than the next man,
but can also give geed reasons why what you have is better.
"(2) These reasons will net have a continuing effect
unless your product is net enlydistinctive in quality, but
also has a trade-mark which stands for that distinction.
"(3) Ne matter hew geed the product or hew geed the
reasons, the public will net quickly recognize either. A
solid business is slowly built.
"(4) The business building is never finished ; one has te
keep his product constantly even doggedly before the
public, especially during periods when the public is net
buying. The memory of the buying public is short.
"(5) Tradermark value is hard te establish and easy te
lese. Once lest it will scarcely be reestablished. Estab
lished, it is mere valuable than any material asset it is
the biggest thing in business."
It is Mr. Childs' judgment that:
"A certain definite amount of the sale
price has te be appropriated for adver
tisingthat it is as much a part of the
'product as the container. Business will
increase in satisfactory volume only
provided the manufacturer furnishes
the impetus for that increase by keeping
his advertising appropriation always
increasing in definite proportion."
Hew strong a believer Mr. Childs is
in advertising is shown by his statement:
"If the sales during a considerable
period were te fall off, I would urge that
the percentage spent for advertising
be immediately increased. Te decrease
would be te start out of business. Fer,
notwithstanding the great value of the
material assets of any company, they
cannot afford te jeopardize their great
est asset, which is the geed will and
demand which advertising has built up
for them."
In most of Mr. Childs9 enterprises National Advertising has
been used effectively, and in practically all of these campaigns
the Curtis Publications have been an important factor.
THE CURTIS PUBLISHING COMPANY
INDEPENDENCE SQUARE, PHILADELPHIA
The Ladies' Heme Journal
The Saturday Evening Pest The Country Gentleman
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