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EVENING PUBLIC LEDGER PHILADELPHIA, MONDAY, FEBRUARY 24, 1919
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Know Your Markets
TWO years ago a New England concern, a Quarter
of a century in the field, making a household com
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modity, for' sale everywhere, consumed everywhere,
always the leader, always a national though small-space ad
vertiser found it necessary to increase its price.
Hoping to offset sales resistance resulting from price increase,
the manufacturers began an aggressive advertising campaign. A
larger market in a country complete covered for twenty-five
years seemed impossible.
Advertising surprised them. Their sales broke all records.
And the increase was not gained at the expense of competition.
It was a created increase. New uses for their commodity were
discovered by consumers. After twenty-five years of familiarity
advertising was still able to develop a new market, to discover
desirable service, to open the way to yet greater educational
publicity. It pays to know your markets.
Old bugaboos about economic saturation and limit of -consumption
have been rather generally exploded. Hardly can a
commodity or device or equipment be named which has reached
its reasonable limit of distribution.'
Market investigations are forever bringing rewards of increased
business beyond the hopes of the most hopeful. This is par
ticularly true in the field of the specialized product, the machine
or device of so-called "restricted" sale and consumption. Just'
as the makers of certain parts for automobiles have discovered
their largest market in the tractor industry; just as adding ma
chines have opened up fields of operation many times greater
than their original objective; so the machine and tool and
other specialized products of Philadelphia as well as the wares
of general consumption, have yet vast undiscovered markets
before them. Know your markets!
Yes, know your markets; or as many of them as you
can. And know this: with all the study you give the sub
ject, each fresh effort will bring fresh, surprises, increased re
wards. Changing conditions require constant investigation if
you would keep up with your sales opportunities. The man
who discovers a market is as great as he who invents an
improvement.
Fortune awaits the market explorer know your
markets. ? , .
The Curtis Publishing Company
The Ladies' Home Journal The Saturday Evening Post
The Country Gentleman
4 .
The industrial reputation of PHILADELPHIA is the' sum-total of the reputations of its individual manufacturers
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