EVENING LIJDGER-PHILADELiPHlA. TUjJDAY, SEPTEMBER 12, 1916
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Dominance
In any industry a few firms usu
ally dominate.
Dominance means, not monopoly,
but leadership. It means, not a con
trol of the market, but substantial
and healthy volume, built on a sound
product and supported by public
recognition of the high standing and
authoritative position of the firm.
" Manufacturers have reached dom
inance in various ways. Some by
long and costly struggle. Some by
the combination of several con-
cerns. Some by the control of pat
ents, exclusive processes, or natural
resources., Some by mere force of
circumstance. '
And some, in the past few years,
have reached dominance by a more
rapid and far less expensive method.
This newer method is free from
many of the difficulties, legal and
otherwise, which are incident to the
older methods.
This method is the employment v
of publicity which is both national
and intensive.
Such publicity brings, not only
volume of sales, which is its primary
purpose, but also other rewards,
equally important, which cannot be
won by the older methods.
It brings stability.
Stability means familiarity of the
public with the product a bulwark
against the sudden inroads of spo
radic competition a guarantee of
future volume.
It brings security.
Security means the confidence of
the public a protection against
hasty and unfair legislation. A house
and its policies can be made so well
known that ignorant or unjust attack
by the people or its representatives
is impossible.
Such publicity as this has been
made possible by the creation of a
medium through which a vast cross
section of the public may be eco
nomically' reached at one stroke,
powerfully and often.
This medium is
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THE SMTU1WAY
EVENING POST
The medium of dominance
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"Dominant methods of advertising"
will be discussed in our next ad
vertisement, to appear September 15.
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