EVEtflttG' KBBER-PHfKBEBHIX TUESDAY, 'APBII) SO. 11915:
I. .....Ml f ,j,
0
- - , , , , , i - ... ...... . . . ... .. . -- , .. ... . ... ,... . - i nm. t9)
m
fr?Mj(cfePKc V taSiT wtW,KtS!y; t Ty 3&A fei'i4 i222 f
mm
BUILDING BIG BUSINESS ON
LITTLE THINGS
4
-1
'
t
r
f
I
s
t
.
t
Philadelphia has many big businesses built on little things.
A variety of patented products of small bulk, selling at low prices and
advertised modestly but effectively, are found among the best known
Philadelphia-made goods.
Some of the larger industries of the city might well follow the example
of wisdom, courage and persistence set by these smaller but rapidly
growing houses.
The Moore Push-Pin Company is an instance.
In 1900 Mr. Edwin Moore founded this business
with a capital of $112.60. He rented a room and
devoted each afternoon and evening to making
Moore push-pins an article of his own invention,
which may be briefly described as "a pin with a
handle." The mornings he spent in selling what he
had made the day before. The first sale was one
gross for $2.00. The next memorable order was for
$75 worth, and the first big deal was a sale of $1000
to the Eastman Kodak Company.
As soon as he was well established Mr. Moore
saw the desirability of advertising. In 1903 his first
national advertisement appeared in The Ladies'
Home Journal, at a cost of $168.
The results of the advertising were so good that
in 1904 the company was incorporated and the
business rapidly extended.
It showed a strong increase and paid good divi
dends every year, and in ten years had grown to be
eight times as large as it was before the advertising
began. Today the Moore Push-Pin Company owns
and occupies a large, well-equipped plant at Wayne
Junction, which is devoted exclusively to the manu
facture of "little things."
The advertising space has never been large, and
most of it has been used in The Ladies' Home Journal
and The Saturday Evening Post.
From the first the Moore Push-Pin advertising
has been valuable, not only because of the direct
sales of the article advertised, but also because it
was opening up relations and founding a reputation.
This made it easy to add new lines, and by putting
the Moore name on them, start them off with a
long lead over competition.
We should like to see some of the Philadelphia manufacturers who
have been building small businesses on big things adopt the methods of
some of their fellow-citizens who have built big businesses on small things.
THE CURTIS PUBLISHING COMPANY
INDEPENDENCE SQUARE, PHILADELPHIA
VIV
1
1
HI
I
i
!l
The Ladies' Home Journal
The Saturday Evening Post
The Country Gentleman
s?lf
m
f
f
3
V
-nn n ." "T1T T "rmmri iinmiri
II Li, Jit.
1 fflVI p AlJZrTZ? - r"ras --.-t.-T-i-T-t f -ITi-TTTiT-- ' iT.ii.-1 t rmV f"-l riJTifl.il 'iTt'tCS ! III IT I1 I J5flfflft;ffi5Bg itlftj
u .,.. ... i, i i . i 3&?jrj -""- ' ' ' ' ' '"' ' i. i i t ,, win miiiumi n m 1 iiiiiiF7iiiimiJh riinir mi in i Ttitibiii iiiw mimimiumi iiiiiTTr l
fcaSa BSBwfftByFcgi..f . xm&mq3m fmA
mtUM t. I ' " . ' ' "
f JJL4 amm" inr""1-