EYEHIH& LEPGKEB PHIEAD&LPHIA. TtJESDAY, FEBBTJABT 23, 1915;
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PHILADELPHIA CLOCKS AND WATCHES,
BOOTS AND SHOES
It is a recognized fact that there are some
Philadelphia industries some of her greatest-
which do not lend themselves to national advertis
ing. They must be promoted by other methods.
But it is equally a fact though not so weH
recognized, unfortunately that there are dozens of
smaller Philadelphia industries which have in them
magnificent possibilities of development through'
advertising to the consumer. These industries are
never given credit for their size because they are
overshadowed by the big industries. They trail
along in the wake of the rest.
In other cities, these industries have asserted
themselves and become great.
For example:
Clocks and Watches
Five Philadelphia manufacturers of clocks,
watches and materials were shown by the last
census to do a total business of about $2,000,000.
Watches have been successfully advertised for
many years and the field is still open to others';
The head of a large watch company says:
"In the early history of our company,
approximately forty years ago, the price of
watches was very high, the volume of pro
duction very small and the sales were
equally small. It was decided to begin a
vigorous advertising campaign, to cut the
' priceof our watches over forty per cent, and
to increase our production correspondingly.
"The company went through a struggle
' of two years of losing money, but at the
end of that time our name had become a
householdword, the prices of watches were
nearly cut in two, our production was more
than doubled and the company began pay
ing good dividends. In a general way that
policy hasbeen continued up to the present
xtme. '
"A a result of the advertising which
has been carried on for forty years, we have
been able to increase our sales so largely,
and enlarge our productive capacity accord
ingly, that today the list price of one of our
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named movements is $18.50 as compared
to the price of $67.50 about forty years ago.
"The company does not make any
where near as much money per watch, but ,
it does make more money for its stock
holders because of the aggregate profit on
the increased number of watches sold."
This is but one of a number of manufacturers of
watches, who together invest more than $240,000
a year in national advertising.
Clocks have been successfully advertised, as in
the case of Big Ben.
Perhaps Philadelphia may yet produce a Big
Ben, an Elgin, a Gruen, a Hamilton, a, Howard, an
Ingersoll, a South Bend, a Waltham.
Boots and Shoes
Although not today one of the large Philadel
phia industries, boots and shoes appear to have had
a start here which might well have been developed
-and still may be. Including the plants making
cut stock and findings, Philadelphia has 58 boot and
shoe factories. In ten years, the value of the prod
ucts increased only slightly, reaching a total by the
last census of $6,500,000.
Surely when the industry as a whole increased
76 per cent, and the number of employees engaged
in it in the whole country increased 31 per, cent,
there is no reason why Philadelphia "should not
become the leader.
Twelve shoe manufacturers in other cities in
1913 invested $270,000 in national advertising.
These manufacturers and others have demonstrated
the practical value of this great force which can keep
factories going ahead in step with increasing con
sumption.
Why not in Philadelphia?
ii
The industrial reputation of a city is onty the
sum of the individual reputations of its individual
manufacturers.
Enthusiastic Philadelphians who wish- to see
their citv crow should mention this truth to. their
friends among boot and shoe or watch and;; clock
manufacturers.
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TheXadies; Home Journal The Saturday Evening Post The Country Gentleman
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The Curtis, Publishing Company, Independence Square, Philadelphia
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