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EVENING LBBGER-PHIEADELPHrs:, FRIDAY, MARCH 2B, 1915;
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Building the Foundations
of a Business Wider
Philadelphia manufacturers whose whole output
goes to selling agents in New York or elsewhere
who do not control their market or know who their
real customers are who are forced into unprofit
able competition because they have not firmly
established their own trademarks will do well
to observe the experience of a Philadelphia manu
facturer whose business was threatened by these
very conditions and who met and overcame them
through advertising.
The Blaisdell Paper Pencil Company of Phila
delphia was organized many years ago. Its product
pencils which are sharpened simply by nicking
and pulling off a coil of paper was an exclusive
novelty and developed gradually as a competitor
of the wooden pencil.
Just five years ago this company discerned that
there were two conditions which demanded a
change in the method of selling.
First, the entire output of the factory was
handled on commission by a sales agent in New
York. The goods were being sold, but not aggres
sively. The market belonged, not to the manufac
turer, but to the sales agent. The whole business
was built upon a single pier.
Second, the patents on the machines for making
the paper pencil would eventually expire. Then
it would be possible for other manufacturers to step
in, make similar goods and cash in on the reputation
made after long effort by the Blaisdell company,
unless the Blaisdell name should by that time be so
well established that competition would be unable
to overtake it.
The solution of both problems was national
advertising. Advertising to create a market which
would be supported on a foundation of thousands
of trade relations instead of one. Advertising to
insure that market by creating an asset of good will
among consumers.
In 1909 the Blaisdell company began to adver
tise nationally with an appropriation of $3500. It
has advertised ever since, always consistently and
persistently, with a steady increase in the amount
of advertising and a correspondingly steady increase
in the volume of business.
In addition to the general purposes already
outlined it was highly important to standardize
Blaisdell pencils for the use of large business houses,
a tremendous and stable market, and to develop the
sale of graphite pencils.' The Blaisdell crayons
were well known, but few customers knew that the
company made graphite pencils of all grades which
had the same good features as the crayons.
The advertising has gone far toward accom
plishing these results. The Saturday Evening Post
which for the past four years has been almost the
only publication used, has been effective in reaching
big business houses. One advertisement alone di
rected at firms employing 12 or more clerks brought
9000 inquiries including 250 from dealers.
Blaisdell pencils today are carried not only by
stationery stores all over the country, but by most
big department stores. They are specified by school
boards, telephone companies, railroad companies,
banks and manufacturing corporations.
A circular letter which when sent out five years
ago brought replies only from 1 of those addressed,
after the advertising brought in nearly 100.
The whole progress of the company, in the face
of competition from many long-established, well
organized firms, has been remarkable.
The 1914 record of Blaisdell pencils stands out
in sharp contrast to the records of unadvertised com
petitors. And today the Blaisdell company controls its
own market, knows who and where its customers
are, and need not fear competition.
How many Philadelphia manufacturers can say
as much?
THE CURTIS PUBLISHING COMPANY
INDEPENDENCE SQUARE, PHILADELPHIA
i.
.