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$ Certainly. Philadelphia should be known as plants. But pitifully few of these plants make M
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Certainly. Philadelphia should be known as
the world's greatest workshop. s
But slogans alone will not do it.
We have right here in Philadelphia the goods,
the factories, the men, that should make Phila
delphia famous.
But it must be done by these goods and these
manufacturers individually, as well as by getting
together.
The following is a commonsense statement
made in a recent issue of Printers' Ink by J. M:
Studebaker, of the great Studebaker Corporation,
South Bend, Indiana :
"There are a few American manufacturers
who Jhave made a name for themselves abroad
McCormick, Singer, Studebaker, Oliver, Armour, the
United States Steel Company, the Baldwin Loco
motive Works, the American Locomotive Company,
Edison, etc., etc. But their goods are bought on the
personal reputation they have established, and not
because of the country in which they were made.
"As a matter of fact, 'Made in U. S. A.'
doesn't recommend the goods even to ourselves. If
you want to buy a razor or a knife, 'Sheffield'
recommends it to you; but not 'Made in Toledo,'
though I believe our lakeside city makes a creditable
article. If you Want to buy brandy, 'France' recom
mends it; or velvet, 'Lyons' is the name to conjure
with. Do you tell your guests that your champagne
comes from Sandusky; or your pearls from the.
Wabash?"
The same truth applies to Philadelphia.
Philadelphia has more than 8000 manufacturing
plants. But pitifully few of these plants make
goods that are known outside of Philadelphia.
Hundreds of Philadelphia products are not even
given a name and trademark.
Many a product that is sold under a trademark
bears the name not of the Philadelphia mill that
makes it, but of the. enterprising firm in New York
or some other city which advertises it nationally.
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Philadelphia-made goods have enormous possi
bilities of world-wide sale.
Philadelphia itself can become known every-"
where as a great workshop producing fine goods.
But it is entirely up to the manufacturers of
Philadelphia themselves to make themselves known
and to make their products known everywhere,
before the city can be made known everywhere.
The industrial reputation of a city is only the
sum of the individual reputation or its individual
manufacturers.
There is but one way to get such a reputation.
Having made good goods; trademark them with
your own name and advertise them intelligently,'
persistently, broadly.
We have done this ourselves we have taken
our own medicine. It is frequently said that all
over the country there are people who hear of Phil
adelphia of tener ; as the home' of our publications
than in any other way.
We should like to see a hundred other Philadel-
phia manufacturers also advertise Philadelphia by
advertising themselves. , - ,
The Curtis Publishing Company, Independence Square, Philadelphia-
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