Evening Republican, Volume 22, Number 208, Rensselaer, Jasper County, 28 August 1919 — TALKS ON ADVERTISING TO SOUTH AMERICANS. [ARTICLE]

TALKS ON ADVERTISING TO SOUTH AMERICANS.

For the past two months Joseph Reynolds, son of Mrs. S. R. Nichols, of this city, has been in South America, having gone to that country to transact business for the Virginia Pulp and Paper company. The following article concerning Mr. Reynolds is taken from the Rivey Plate American of July 17:, Es you want to do any business these times, vou must advertise, and if you warn to advertise successfully, you must dp lots of it. American magazines, according to Joseph C. Reynolds, of the Virginia Pulp and Paper company, who has been visiting in Buenos Aires, have reached proportions, in respect both to size and circulation ~surpassing

anything in past history. - He attributes this development, so far as the matter of size, at any rate, is concerned, to the growing appreciation by American business men of the importance of advertisif they want td" f?e Various lines of business prosper, grew and develop. Asked if advertising in the United States fell off while the country was at war, Mr. Reynolds said at frpt that there certainly was no decrease, and then, after a moment’s thought, gave it as his opinion that there was an increase instead. “And now,” he added, “the volume of advertising is at least 50 per Scent larger than it was a year ago.” A great many companies, even 'including those whose entire outputs (were absorbed by the govern men* 'while hostilities raged, either kept lup their old advertising campaigns, 'he said, or actually increased their allowances, because they wanted the 1 demand for their goods to go right 'ahead, after the war, from the point where it could no longer be met, 'when the United States entered the struggle. Now even those which temporarily suspended their activities are getting into the publicity field with every ounce of their energy, feeling that they have lost ground to make up and being emphatically unwilling to give others any more time to get ahead of them. Advertising rates and the prices of magazines naturally, he added, are going up rapidly, as a result of ttiMedeveiopinenta.- ■ The Am eri can paper producers had hard work to keep up with their I orders while the war lasted, he admits. In some cases they actually were unable to do so. Now, however, they are beginning to interest themselves in the foreign field. It is in this connection that Mr. Reynolds is in South America. He is here not only in the interest of the West Virginia Pulp and Paper company, but in the interest also of the American Paper Exports, Inc..- an organization which includes forty of the big American paper ) concerns, his own among them, i formed under the Webb law to interest itself in the export business.

“We manufacturers,” he said, 1 speaking of the great American pro- ; ducers generally, and not alone of those in the paper line, “are coming down here now to look the ground over for ourselves. In the past it that w_e have taken , things in this part of the world too much for granted, with the result that I mistakes have been made to the injury of American exports. Today we propose to secure all the firsthand information obtainable —to gather it ourselves and not to get along as best we can on what we are told by others employed to represent u®& “OrganWations like the American Paper Exports will do excellent work, too. Suppose, for example, that we get an order for some special quality of goods. Such an order will not be turned over simply to the concern that happens to want it. It will go to the one that is ’best equipped to fill the order satisfactorily Or, sup pose one of thec oncerns included jn our group does fail to give satisfaction. It will be to the interest of all of us to 16ok into the matter. The customer will not be left in a position where he has no recourse except through the house with which he placed his order. Forty concerns will want to know all the details of the transaction. “This is being done in-all sorts of lines of business, and it is sure to be an excellent thing for American trade abroad.” Mr. Reynolds takes a highly optimistic view of the American shipping outlook, saying that botoms will soon be available to handle all the country’s trade, and that conditions are improving rapidly already. When it was suggested to him that business had been considerably retarded in Argentina by labor trouble, he looked a trifle surprised. “We’ve had labor troubles in the United States, too,” he said, “and I imagine they have been just as bad as they have here, but they failed to prevent us from doing business.”!