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.SW PHILADELPHIA ZW r ZWf
A MANUFACTURER in a certain line broke
all the rules of precedent and advertised his
., wares to the public. His competitors
laughed. For two years they were skeptical. Then
the humor of the thing passed. The advertised
goods were actually selling, people were going into
stores and asking for them, asking for them by name,
an unheard, of situation-, unheard of because it was
the first time the people had been given a name for
which to ask. When it was given to them they used
it, they liked to use it, its use indicated a knowledge
sthat suggested protection against unnamed wares.
There are' many advertisers in this industry today,
the laughing competitors not the least of them. And
they are all doing business ; but the delay and the
laugh was the price paid for leadership; the center of
the industry was moved several hundred miles west.
The advertising also gave the first manufacturer
another advantage. In the early days he had found it
difficult to secure skilled labor, but advertising spread
his name amqngthe workers, it attracted many of the
best of them. They wanted to be with a company
that was known and talked about; also they saw the
guarantee of steady employment, and the opportu
nities offered by a growing concern where they, too,
might find opportunity for growth.
PHILADELPHIA, today, has a like great open
ing through advertising. Its position as one of the
chief centers for production could be easily advanced ;
leadership is well-nigh within its grasp. The record
of PHILADELPHIA'S Manufacturers is an im
portant chapter in the history of industrial America.
For generations the city has had picked forces of
the most skilled mechanics.
PHILADELPHIA'S Opportunity is in advertis
ing; in building a demand for branded wares. Goods
are bought on reputation ; or they are bargained for
on price.
The short, sure road to reputation is advertising.
Consider the "laughed-at" manufacturer and his
success.
Shall PHILADELPHIA lead; or laugh? The
market waits PHILADELPHIA'S decision; de
mand is ready to honor the leader. The price of
leadership is publicity.
1
The Curtis Publishing Company
The Ladies' Home Journal The Saturday Evening Post
The Country Gentleman
'i;,i: " . The industrial reputation of PHILADELPHIA is the sum-total of the, reputations of its 'individual manufacturers
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