South Bend News-Times, Volume 36, Number 225, South Bend, St. Joseph County, 13 August 1919 — Page 17

New

v e rt

1 H t P O

The Sudden Increase inVolume 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. War-time 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 Jines 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. - v The large increase in wages has multiplied consumers in most lines. Workingmen are buying what they rarely bought before. Farmers were never so prosperous. The buying power of the great ninetcnths has been doubled on the average. Luxury

lines in general arc now breaking all sales records. Some of these are permanent markets. There are 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. Nearly 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 merely 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 was 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 in or-.; Joiu;?,! v. r; i in?. on he weilknown brands. Dealers, more than ever, are inclined to favor them. They feature them, for unknown brands are never an attraction. As merchandising becomes simplified, with chain . stores, 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 growing disadvantage. Advertising is today hardly a matter of choice. Few lines can long avoid it. Certainly the man whose competitor advertises must 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: f Y; Existing advertising, small or large, which hac failed to meet expectations. " The advertising possibilities in any line, whethc advertised or not. C v. . The methods of proving possibilities, where tl are uncertain, at very small expense. "fr' 0 The ways of creating advertising possibi where they do not now exist. Methods of securing quick results wha c : 'jr' are slow at present. Methods of reducing selling cost Modern merchandising methods, for securu. j quick, wide distribution at minimum expense. New ways of handling dealers. Asking for a conference incurs no obKjr n. You are sure to gain invaluable idcos. riej u M us when and where.

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CHICAGO

LOS ANGELES

NEW YORK

SAN FRANCISCO

Some of :

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rc: (Ui-Jvrr Oats, Dclicia Meat Products, Sunkisr

Orantrrs anH I,cmnn Snn-TaiH Raisins. Blue-iav Corn Plasters. Palmolivc Soao. Tiffy-Tcll, Pcpsodcnt

Tooth Paste, Brunswick Phonographs and Billiard Tables, Oliver Typewriters, J. I. Case Threshing Machines, Holeproof and Luxitc Hosiery, Puffed Rice and Puffed Wheat, Marmon Automobisa-LM itchell Automobiles, Van Camp Baked Beans and Soups, Aromints, Bissell Carpet Sweepers, Society Brand Clothes, Richardson Silks, Hoosicr Kitchen Cabinets, Stearns Automobiles', Premier Vacuum Cleaner, Miller Tires and Rubber 'Goodf, Tanglefoot Fly Paper, Continental & Commercial National Bank, JclU: :, 0.:. die .ih Infant Shirt-

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