Hammond Times, Volume 14, Number 238, Hammond, Lake County, 26 March 1920 — Page 15

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The Sudden Increase in Volume The New Effectiveness The Multiplied Possibilities The Increased Necessity A Review by Lord & Thomas

With the signing of the armistice there came in a day a new era in advertising. Never in the history of this important industry has anything occurred so momentous, so far-reaching and so radical. Many a dormant manufacturing business awoke overnight. Restricted business found itself unbound. Wartime business was suddenly forced back into peace-time channels. Boundless new possibilities suddenly loomed into view. The volume of advertising, as a result, quickly broke all records. Magazines and weeklies jumped to new sizes. Popular newspapers found themselves overwhelmed. . The business of Lord & Thomas, so far this year, shows an increase of 42 per cent over the same period of last year. And nearly all this increase has come from long-existing clients, because up to now we have not been able to increase our facilities fast enough to serve many new patrons. Reasons, as We See Them Many causative factors are revealed to us through our widespread inside view. Some of our clients, during war-time, were restricted in production. Their obvious course was to get back quickly to their pre-war volume. Numerous advertised, articles had been modified by war-time scarcities. Makers of those products wished to announce return to pre-war quality. In many lines makers had to deal with acute price uncertainty. Mammoth factories, changed to war production, had to win back peace-time trade. But there are other more enduring factors. One is the general feeling that years of great prosperity lie immediately ahead. The large increase in wages has muliiplied consumers in most lines. Workingmen are buying what they rarely bought before. Farmers were never o prosperous. The buying power of the great nine-tenths has been doubled on the average. Luxury lines in general are now breaking all sals records. Some of these are permanent markets. There arc vast new fields to cultivate in nearly every line, and advertising forms the quickest way to do it. A New Effectiveness It is also evident that advertising has gained a new effectiveness. Something has brought it new respect and attention. We attribute this, in part, to war experience with Liberty Loans, war charities, etc. Advertising has never brought such results as today, despite its large increase in volume. Sales of advertised articles have grown beyond all precedent on long-established lines. Demand has multiplied on some from two to four times over. Xcarly every old basis of figuring cost and result is obsolete today. Doubtless this is due in part to prosperous conditions. But increase in the lines we handle comes not merclv

from increased demand from old customers, but mainly from gaining new customers. Advertising is gaining customers for our clients faster and more cheaply than ever before in our history. Facts such as these show that advertising has gained new recognition. Whatever its old-time importance in business, it is twice as important now. And it never wa; so profitable. A New Situation This new effectiveness of advertising accentuates its need: It brings increased advantage to advertised products. It means a greater handicap to non-advertised competitors. The effect of advertising is to center demand on certain familiar brands. It gives to the makers a control of their market. It decreases selling cost. By increasing output it reduces overhead cost. As an economical factor it cannot be overlooked. More and more demand is centering on the well-known brands. Dealers, more than ever, arc inclined to favor them. They feature them, for unknown brands are never an attraction. As merchandising becomes simplified, with chainstores, self-service stores, etc., the more essential it becomes to handle what people know. The modern dealer seeks products which sell themselves. Thus advertising is gaining in importance. Strange brands are at a growing disadvantage. Advertising is today hardly a matter of choice. Few lines can long- avoid it. Certainly the man whose competitor adve awake to its necessity or lose. Let Us Talk It Over It will pay you to discuss these new-day phases with us. The volume of our business gives us an exceptional viewpoint. Our 46 years of accumulated experience gives us seasoned judgment. We invite a discussion on advertising problems of any of the following sorts: Existing advertising, small or large, which has failed to meet expectations. The advertising possibilities many line, whether advertised or not. The methods of proving possibilities, where the are uncertain, at very small expense. The ways of creating advertising possibilities where they do not now exist. Methods of securing quick results where results are slow at present. Methods of reducing selling cost. Modern merchandising methods, for securing quick, wide distribution at minimum expense. New ways of handling dealers. Asking for a conference incurs no obligation. You arc sure to gain invaluable ideas. Please tell us when and where.

ord

rhomas

Advertising

CHICAGO

NEW YORK

LOS ANGELES

SAN FRANCISCO

Some of the well-known products we advertise are: Quaker Oats, Delicia Meat Products, Sunkist Oranges and Lemons, Sun-Ma7d Raisins. Blue-jay Corn Plasters. Palmolive Soap. Jiffy-Jell. Pepsodent Tooth Paste. Brunswick Phonographs and Billiard Tables. Oliver Typewriters, J. I. Case Threshing Machines, Holeproof and Luxite Hosiery, Puffed Rice and Puffed Wheat. Marmo-i

Automobiles. Mitchell Automobiles. Van Camp Baked Beans and Soups, Aronu'nts. Bisscll Carpet Sweepers, Society Brand Clothes. Richardson Silks. Tloosicr Kitchen Cabinets. Stearns Automobiles, Premier Vacuum Cleaner, Miller Tires and Rubber Goods, Tanglefoot Fly Paper, Continental & Commercial National Bank, Johnston Candies, Rubens Infant Shirts.