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BVEKlNG-i LI5BGEB-PHILADELPHIA. WEDNESDAY, FEBRUARY 3, T9'I5
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WHAT DETROIT DID
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The city of Detroit in 1904 turned out manufactured products
valued at $128,000,000. In 1910 the value of her manufactured prod
ucts was $250,000,000. An increase of 97. And in 1910 Detroit was
just getting started. In the five years since then she has made strides
even more tremendous.
This is what Philadelphia manufacturers want to do and they
can do it.
Philadelphia in the same period increased its manufactured prod
uct only 26.' And has not been doing much better since 1910.
Detroit made this vast gain largely through advertising. Not
simply through advertising the city itself although that helped.
It was done largely through the advertising of her individual
manufacturers the advertising of automobiles, stoves, paints, drugs,
corsets, metal products, overalls; advertising which not only made these
industries known, but made them grow.
Philadelphia has lagged behind because her individual manufac
turers have not let the world know about her products.
Philadelphia manufacturers: Read what E. Phil Merrill, of 'the
CadillacMotorcar Company, Detroit, has to say about it:
Detroit became the hub of the automobile industry
simply by advertising its wares. From the housetops the cry
was raised, "Made in Detroit and It's Best," and as a result
the town has developdd so rapidly that an Aladdin might
have wrought the change. You would ask, "Was it because
of advertising that the city was really rnade?" and I reply
with emphasis, "Yes!"
This is how the wonderful city of Detroit gained world
wide fame. Do you know that the sun never sets on Detroit
made products? This is no exaggeration. In every country
of the globe Detroit articles are to be had. I do not care
where you travel, you will find that good, old reliable mark,
"Made in Detroit," ever prevalent. Not only is the town a
great automobile centre, but it has many other great plants.
Just for example Detroit is famous for its
Automobile manufacturers
Stove works . , ,
Paint concerns, likewise manufacturers
Pharmaceutical laboratories
Overall factories
Gorset-making establishments
And the largest brass and copper -rolling mills in the
world.
All of 'these Industries have been advertised broadcast
throughout the land, and as a result nearly every one in this
country and abroad is familiar with the things that Detroit
ers construct.
Note that it is the industries that have advertised Detroit instead of
Detroit advertising the industries.
Detroit is probably best'known asthe home of the auto- '
mobile industry. It was in the city of Detroit that a fejv wise
investors saw the opportunity for establishing the place as
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an automobile industrial point. With the advent of the
automobile came the demand for proper sites for automobile
manufacturing plants, and as Detroit made itself heard con
cerning its water and other natural advantages, it was not
long before the investors were attracted there. The Autocar,
Ford, Cadillac and Packard automobile companies were the
pioneers, and today you can see the result. It all came about
through the wonderful channel of crying your wares, so to
speak. Let the other fellows know what you are doing.
You city fathers, once you attract a good business, hold it.
Reputable manufacturing concerns in Detroit delivered
the product to please the public, and the result is everywhere
evidenced. Detroit made automobiles like everything else
to please the public. There you are. The establishment
of Detroit as a centre for various industrial plants came
about when men of means took a chance. Again I point to
the result: What Detroit has done, other cities can do by
advertising.
Note that he means by the advertising of individual manufacturers as
well as by advertising the city itself.
After an extensive advertising campaign the city of
Detroit profited to the extent of several automobile manufac- . . -turing
plants that was during the early history of the
industry and once the firms located, men of wealth took
hold and progression was history-making.
Philadelphia is admirably situated, and I believe has
more natural advantages than many other cities. The great
city is near the coal fields, has railroad and other transporta
tion facilities calculated to be attractive. There isn't any
reason, to my mind, why Philadelphia, with all its beautiful
surroundings, wide streets and other advantages, cannot
become as industrially well known as Detroit. Philadelphia
has a great right to cry, "The sun never sets on Philadelphia
made goods!" but the world doesn't know it. One word
solves the question advertise.
This is directed to the 'leading manufacturers of Philadelphia as
individuals. Note the next statement.
Camden has a great world-wide reputation. ' Its adver
tising factors are the Victor Talking Machine Company and
the Campbell table products firm. These companies adver
tise the city as nothing else would, unless an eardiquake
destroyed the city or some other horrible catastrophe
occurred. It pays to advertise. If you do not cry your
wares', who will know what you have to offer?
What will Philadelphia manufacturers do about it? '
We have some suggestions which we should be glad to offerto certain
' individual firms who can do something. These suggestions are along
this line:
Industrially, a city becomes famous only when its
individual manufacturers make themselves famous
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;The; Curtis Publishing Company, Independence Square, Philaideephia
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