Manufacturers Should Help Retailer Advertising

( Originally Published 1902 )

Years ago the sale of a patent medicine by a druggist was regulated by the amount of advertising done in his territory by the proprietors of the patent medicine. If it was liberally advertised the druggist had for it a ready sale, if not it had little or no sale.

The same condition of affairs prevail today and will always prevail, but the rule is being widely extended.

The retail clothier finds without any advertising on his part, that there is an active demand for clothing with a certain label. This is because the manufacturers of this clothing distribute broadcast front their headquarters—be they in New York, Rochester, Chicago or some other great manufacturing centre-advertising that creates a demand for this clothing everywhere.

The national advertising of certain makes of shoes has given them a reputation that exists wherever advertising reaches. This means an insistent demand for these shoes and naturally retailers are obliged to supply this demand.

Certain brands of shirts and neckwear are so well-known through widespread advertising that the haberdasher with any degree of pride would be ashamed to admit that he has not these goods in stock. Therefore he is obliged to carry them

the public continually cry for them-the manufacturers and wholesalers are always working at pressure to supply the demand and the entire business operation is telling testimony as to forceful and far-reaching effects of advertising.

As for foods, why the advertiser of Presto or any other food touches the advertising button and presto! it straightway has a national reputation and every grocer throughout the land hears a loud call from his customers for a particular food and he feels himself called upon to lay in a supply.

The old time methods of employing commercial travelers to induce, beg, implore, cajole, threaten or entertain retailers in order to carry certain lines are rapidly becoming superseded with this application of broadcast, yet systematic advertising.

This movement is capable of almost indefinite application. Practically everything eaten, drank, worn and used is susceptible of advertising by the manufacturers with the view of creating a demand that retailers will feel themselves obliged to meet.

Regarding methods. Let us take the case of a Broadway manufacturer of clothing. He advertises in the magazines and newspapers. He issues booklets and all sorts of literature. He gives out ready-made cuts and advertisements to retailers to use in their local advertising. He supplies ideas on window dressing, interior displays, sales, openings and every imaginable subject interesting to the retailer and calculated to sell his clothing. He may spend a royal fortune every year in so doing, but he finds that after deducting the old time expenses of drummers, presents, discounts, rake-offs, entertainments, etc., and considering the immense volume of trade now done, his advertising expense—great as it may seem—resolves itself into an investment that pays a handsome dividend.