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How one printer showed
a big manufacturer
the way to double:
his business
A FEW years ago two brothers were engaged in a small furniture
manufacturing business. It was profitable, but neither was
- satisfied with the volume of sales. One day their Printer
came in end asked for an opportunity to present a sales idea he had
worked out.
He advised circularizing the retail stores in the state and the
near-by states as an entering wedge on an intensive selling campaign.
After some discussion the plan was finally approved and the
order given to go ahead.
A few days after the necessary circulars, order blanks and self
addressed envelopes had been mailed, the elder brother, who at first
had been somewhat on the fence, broke excitedly into the Printer's
office. -
The circular letter had swamped th6 Arm with orders.
This incident occurred a few years ago. Today it is more nearly
representative of the ideals of good Printers than ever before.
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''Printing salesmanship ia becoming more and
more a matter of constructive service teas and
lest estimating and price quoting."
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lOyears ago the Printer was an order chaser. Today he is contributing
constructive, ideas to business
ANEW day has come in the Printing Industry.
Competition between Printers has given way
k to closer relations between Printer and buyer.
Here is a development that buyers of printing are
finding it profitable to recognize.
The United Typothetae of America, the largest
association of employing printers in the world, has
for some years encouraged its members to devote them
selves more to the real business problems of their
customers, less to estimating on work already in
existence.
To further this development, the U. T. A. has
established branches in 105 cities. Its "Three Year
Plan" calls for the expenditure of $500,000 a year for
educational work.
6,000 students are -studying its courses in selling,
advertising, cost finding, estimating, accounting and
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nmong other things the U. T. A. has established,
at its general offices in Chicago, an Advertising Bureau.
This Bureau does not compete with advertising agen
cies. Yet it does supply to members, on request, and
on a definite fee basis, a real service in the preparation
of direct-by-mail advertising and layouts.
Less price competition between Printers
more service to the customer
NOTEsr-In icnerit'whcTe the terra "Prlotw" U UMd Id thU
Dounecment, It referi cot only to the priotar who 4m Am bd aa4
"" rotarr work, bat alto to tha oOc printer, tfea ttthosrapbar. ttb
cngravex sad the utloccr.
Printers are no longer competing among
themselves on a purely price basis, as
in the days when it was thought there
was no other consideration in printing
than cost. They are now giving con
structive suggestions and advice. They
are obtaining RESULTS FOR THE
BUYER.
The whole theory of getting estimates
'g
The trade mark of the
association of employ'
ing printers, ons of the
greatest organisations -,
of its kind in tho world.
from 15 or 20 Printers is today recognized a3
fundamentally wrong. "You might just as well
get competitive estimates from a doctor or
a lawyer," is the way one prominent Lbusiness man
puts it.
To buyers of printing everywhere the American
Writing Paper Company makes these recommendations:
Do not get twenty competitive bids from twenty Printers
and give the work to the man with the lowest estimate.
Select your Printer on the basis of service
rather than price. Give him the facts about
your business policies and methods. Furnish
him with a basis for constructive criticisms
and suggestions, and then maintain a pet
manent business relationship with him.
Let your Printer cO'Operate and work with
you rather than merely work for you. Be
open-minded to your Printer's suggestions.
Your Printer ia the one beat qualified to
select the right paper for the particular Job.
He is in a position to help you effect real eoon
omioa improve quality btind RESULTS.
Who should be the judge of paper value?
"DiicoveriniJ New Focti About Paper"
AM the remarkable accomplishments of the Ameri
can Writing's Research Laboratory ate described in
detail in anew book by one of the foremost Practical
scientists in the United States. This book. "Dis
covering New Facts About Paper," contains informa
tion of the greatest value to everyone who uses or
dealsinpaper. Write for acomplimentary copy totho
American Writing Paper Company, Holyok; aaass.
A LTHOUGH between 30 and 40 of
Z the cost of printing is the single item of
oi- paper, how many Printers have been
informed regarding the scientific facts behind
the paper they buy?
Ink absorption, color, dirt, opacity, surface
and strength how can the average Printer
know he is getting exactly what he wants for
a particular job that what he gets represents
good value?
Appearance is of course a rough measure;
but appearance isn't enough.
Only the manufacturer can know his prod
uct in detail the materials that go to make it,
the processes involved, the tests it will stand.
The manufacturer today must there
fore supply the facts on the basis of which
tho Printerscan judge tor himself. And
tho Printer's customer must depend on
the Printer for the specification of the
paper.
Putting the responsibility up
to science
It was to meet the growing need for such
facta on the part of Printers, that the Amer
ican Writing Paper Company early last year
appropriated $225,000 to expand its Scientific
Research Laboratory.
The ideas of the superintendents, foremen
and mill men in the 26 mills give the scientists
the starting points of many important dis
coveries. Then after these ideas have been
perfected by the Research Laboratory, the
mill men put them to practical teat and bring
them into successful operation.
One thousand of these mill men have been
with the Company for more than 10 years;
500 for more than 20; many even longer.
These men represent the craft skill in the
. making of paper that it haa taken centuries
. to perfect.
Neither the scientific nor the practical mea
are alone sufficient. Their co-operation is ideal
This Laboratory is now the greatest in tha
paper industry. Quality, uniformity, stand
ardized value those are its aims.
The day is near when all paper will be sold '
not on the basis of a quick inspection by the
buyer, but on the strength of a label or guar
antee that will give all the facts that tho
paper user has a'right to know, that will sura
up all the standards that have prevailed in
the making.
The Printer is the creative force in the
Printing Industry and should be the one
to consult in specifying the grade and
finish of paper to bo used in any par
ticular work.
It is the policy of the American Writing
Paper Company to send its samples to
customers through tho Printers and
Paper Merchants.
ThoWatetmuk
of Excollenco
The Watermark
or Excellence
Ol XSICOHW
ROMDS-WRITINGSLEPGBRS-BO;OK PAPERS-OFFSET PAPERS-COVER PAPERS-PAPETERIES-TECHNICAL-pAPERrsPECIALTIE
BONDb-WKllUNUD mJ . PHILADELPHIA BEPRESETAT1VE-W. B. SNYDER, THE BOURSE -mj. II2!
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