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EVENING LEDGER PHIEADEEBHlX FRIDAY, MARCH 19, 1915-
"NOTHING TO ADVERTISE"
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'OU frequently hear it said, "Yes, I agree that the power of advertising is very great,
but it does not fit my product. I wish I had a line that could be advertised."
To such men, one answer is, "Why not a side line?"
Many of the great successful articles of today began as side lines, and have grown
through advertising until they have far outrun the original business.
Y
Campbell's Soup was originated in a factory making miscellaneous canned products,
chiefly beefsteak ketchup. Condensed soup was a new thing, susceptible of advertising.
Today it is practically the whole business.
Mum, widely advertised, began as a side line of a Philadelphia druggist and still
continues as a side line.
Daniel Low was a local jeweler in Salem, Massachusetts. A souvenir spoon,
advertised, was the beginning of an international mail order business.
B. V. D's were originated by a firm making overalls, working shirts and heavy
underwear and with the aid of advertising they changed the whole aspect of the
underwear market.
The Ingersoll watch grew out of a miscellaneous mail-order business.
Out of a local wholesale drug business came Diamond Dyes with so great a success
that the drug business was dropped and the dyes alone continued.
A varnish factory was producing a little oil as an unimportant side line. Competition
in the varnish trade pressed hard. Advertising made the side line into the Three -In-One
Oil of today.
Mennen's Talcum Powder, Daggett (3& Ramsdell's Cold Cream, Pompeian Massage
Cream, all began as the side lines of drug stores.
The Brunswick-Balke-Collender Company had "nothing to advertise," until a
deliberate search disclosed among its less important products the baby-grand billiard
table which became the "leader" for advertising.
A certain factory was making woolen gloves and mittens. It had just bought a lot
of new machinery when the bottom dropped out of the market. The Holeproof hosiery
idea was evolved and it has taken care of that machinery and a good deal more ever
since.
If you really are convinced that advertising pays, when the product and the selling
scheme are right, you can perhaps find the way to employ it by studying your present
production.
The germ of a great advertising success may be hidden in one of your side lines, in a
by-product, in some machines that are lying idle, in some commodity that you make up
only now and then on special order something that just meets an existing demand which
is waiting only to be developed.
Occasionally a skilled advertising organization is able to come into a factory and, with
the uncolored view of an outsider, discover there a great untouched possibility.
The Ladies' Home Journal
The Saturday Evening Post
The Country Gentleman
The Curtis Publishing Company, Independence Square, Philadelphia
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