EVEHIKG inSftqER-PHTLADEUPniX TtTlSSDAY, MARCH 30, 1915:
CUTTING OUT PRIVATE BRANDS
1 1 VIM
W
1FIS
A few years ago the owners of the Scott Paper
Company, of Philadelphia, looking over their busi
ness with an eye to its future development, began
to wonder whether they were right in their policy
of selling their goods under the private brands of
other people. Practically all of the many paper prod
ucts which they put out were being marked with
the name of jobbers and dealers.
They determined to concentrate on fewer
brands, to have their own trademark and through
advertising to develop a business that would belong
to themselves rather than to somebody else.
They fixed upon a specialty the paper towel
to be advertised. This meant a strictly educational
campaign, to teach people to change the habit of a
lifetime and try something new. It looked like a
long process, but one which in the end would bring
ample rewards.
It has.
In 1911 they began to advertise in various
publications, and have continued ever since, with
increasing space and increasing success. Last year
their national advertising was practically concen
trated in The Ladies' Home Journal, The Saturday
Evening Post and one other publication.
The amount of money invested in advertising
has never been large. But the results have from
the first been very definite.
The campaign has had two distinct purposes:
First, to introduce the paper towel into the
home.
Second, to introduce it into the lavatories of
large business institutidns and public buildings of
every kind.
Each of the purposes is linked up with the
other. Men who use the paper towel in their own
homes learn its merits and put it into their business
establishments. Men who find it sanitary and
economical in their offices and factories, or have
used it in public places, suggest it to their wives as
an article for the household. The business has
grown tremendously along each of these lines.
In one year alone the sales of the paper towel
increased 88 per cent, and have continued to show a
satisfactory increase each succeeding year.
Today towels marked with the Scott name are
not only used in hundreds of great stores, offices,
factories, schools and public buildings, but are also
sold extensively to the consumer, through depart
ment stores, drug stores,' grocery stores and other
dealers.
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Almost the first result of the advertising was
the creation of greater enthusiasm among the sales
force of the company itself.
Then followed the great increase in demand
from consumers.
Then came a great increase in the number of
stores carrying the goods.
Today this company, which four years ago sold
practically all of its goods under more than 2000
private brands, has reduced the number of such
brands to 6, and is putting its own name on almost
its entire output.
It has vastly increased its sales doubled its
selling force obtained ten times as many retail dis
tributors established a reputation and a good will
with trade and consumer and built up a market
which it controls and can continue to develop.
The credit for this achievement belongs to
national advertising, built upon a foundation of
quality goods and sound policies.
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There are other Philadelphia manufacturers
making private brand goods who will eventually
come to the conclusion that it is sound policy to
create and control their own markets.
National advertising offers the way. ,
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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