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EVENING LEDGER-PHTLADTCLTHTA. FRIDAY, FEBRUARY 19. 1915;
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ssage to Paint and Varnish Manufacturers
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The annual production of paints and varnishes in this country, by the last census, was $125,000,000.
In ten years it increased 79.5 per cent. The number of persons employed in the industry increased
46.8 per cent.
Philadelphia had fifty paint and t varnish factories, producing $8,045,000 worth of goods. In ten years
Philadelphia's output in this line increased only 8 per cent, and only 29 more persons were employed. The
'number of wage-earners actually decreased.
Paints and varnishes are products quite sus
ceptible to national advertising. There are in this
country 12 manufacturers of paint and varnish who
employ national advertising to the extent of $10,000
or more. All but two of these have been advertised
for three years or more. Nearly $500,000 was in
vested by paint and varnish manufacturers in
national advertising last year. And yet among all
Philadelphia's factories, there is only one that is
advertising at all nationally.
Here is what the general sales manager of one
of the very largest paint and varnish companies in
the world said in a recent address at Chicago :
"It does not take as many salesmen nor as
much time to sell a given quantity of an advertised
article as it does to sell the same quantity of an
article that is not advertised. In our business,
advertising has developed for us a new type of sales
man, viz., the salesman who can intelligently make
use of our advertising helps in increasing the volume
of the business.
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"The average selling cost is thereby greatly re
duced, for every time the turn-over is increased the
average for expense is improved.
"In the old ,days, before we advertised exten
sively, a very simple product of our manufacture
reached the ultimate consumer in many and devious
ways, and in order to create a consumer demand for
the product it was necessary for salesmen to be
employed to demonstrate the particular product
and to introduce it, oftentimes in a house-to-house
canvass. Advertising has stepped in arid replaced
this cumbersome and costly method by telling of
the merits of our goods in the homes of the people
of the world.
"When one of our salesmen undertakes to sell
our products to retailers or jobbers, it is not now
necessary for him to waste a lot of time in explain
ing just who we are, just what is our responsibility,
just what is our capacity for manufacturing and just
what is the character of our general output. He
can cut out all of this preliminary skirmishing and
get right into the real battle of selling.
"Advertising makes the consumer want the
thing that the dealer has to sell, and it is because of
this fact that dealers are coming to prefer more and
more to sell only nationally advertised goods. Not
only does advertising facilitate the distribution of a
product by making its general selling points well
known in advance of the salesman, but it goes farther,
and does the great work of introduction to the con
sumer. In our own organization our advertising is
intended to help consumption rather than distribu
tion. No matter how well plans for distribution of
products are thought out, unless plans for consump
tion of the product are even more carefully thought
out, profitable business will not result."
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The particular company referred to has invested
in national advertising to an increasing extent year
after year. Of its total investment in magazine
advertising during Jhe past four years, more than
50 per cent, has been placed in The Ladies' Home
Journal. and The Saturday Evening Post.
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Surely such a positive experience as this, based on a considerable period of time and a
considerable investment, and thoroughly checked upvby the sales charts, is worthy of the sober
thought of some of these Philadelphia manufacturers of paints and varnishes who have never tried
to employ the great force of national advertising.
The Ladies? Home Journal
The Saturday Evening Post
The Country Gentleman
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THE CURTIS PUBLISHING COMPANY
INDEPENDENCE SQUARE, PHILADELPHIA
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