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Evening public ledger Philadelphia, Monday, march 24, iqio
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The Strongest of Selling Forces Is the
Merit of the Product But
THE concern that neglects national adver
tising will be passed by the concern
which equals it as to product and selling
methods and which adds this additional force.
, The . strongest of selling forces is the merit
of the product: But this force is almost use
less until it is made active by two other forces:
One is the efficient selling organization; the
other national advertising. Without right
selling methods the best product will only
reach a limited market. Without national
advertising right selling methods can never be
given the fullest operation. Advertising paves
the way for selling just as selling paves the
way for the product.
War helped to prepare the Philadelphia
manufacturer for the strong competition peace
is now developing. War introduced better
standardization of products and inaugurated
new manufacturing and selling methods.
Equally important are the changes which are
occurring in the personnel of many companies.
Young men are returning from war to work
with the determination to put bigger and
broader service into their jobs and to help
build stronger organizations.
These changes are giving Philadelphia manu
facturers a great opportunity to improve their
selling methods and to make the most of
national advertising. Their future growth
depends upon the extent to which they em
ploy this opportunity. Will Philadelphia
producers meet competition with its own force
national advertising?
The Curtis Publishing Company
The Ladies' Home Journal The Saturday Evening Post
The Country Gentleman
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: The industrial reputation of PHILADELPHIA is the sum-total of the reputations of its
individual manufacturers
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