'f V WiTJ "V." TfTil - rt p r'vz? ,r ;c r '' ' ' V - j '' i I A 1 .' t 1 - J f EVENING HJBDIO tCEDEEr-PHIKABELPHIA", FRIDAY, JANUARY 1$, 1021 - ii"i3 ,1 ,'.. .V. a iii . L U if v TM Wf J . Vf ' D To manufacturers, merchants and the public Let9 8 be done with pes simism and enter confi dently into a period of great prosperity THE United States is going through a period of adjust ment of. living costs and com modity prices. It was inevitable that the changing business condi tions and buying habits would create a general feeling of uncer tainty. Readjustment and uncer tainty always have been insep arable companions. The present condition of business was to be expected and is, in a sense, en tirely normal. But it is not necessary that present conditions be continued. It is possible to enter a period of prosperity just as quickly as the people of this country WILL IT. , Here are the plain facts and they point your duty to YOUR SELF clearly and unmistakably. What merchants must do Merchants in every line of busi ness must accept their inevitable losses due to the drop in raw material prices. They must re duce the prices of their present stocks in accordance with the cost of replacing those stocks today. They must tell the public that this has been done. And merchants are amply able to do this. Some nave already done it. It is NOT a matter for admonition it is a matter for purely selfish judgment. The merchant who today attempts to force the public to continue to pay The Aitkin Members of the PHILADELPHIA COUNCIL of the American Association of Advertising Agencies t .,!& . -,, t r . prices which present raw mate rial costs do not justify, DE SERVES the penalty which loss ' of patronage will speedily bring. For the continuation of busi ness it is necessary that manufac turers have ORDERS. The mer chant must place those orders NOW. It is amply proven that further depression of prices in many raw material markets will be wholly artificial. It is NOT to the advantage of the country that such depression shall take place. The time to buy confidently has come. Manufacturers have a right to expect that the merchants will look forward to the future of busi ness with courage and confidence. They need orders; they should have them at once. What manufacturers must do Manufacturers owe it to the public to keep their plants in oper ation so that unemployment may not exist. If there is reduction in work there will be a correspond ing reduction in buying power. It is idle to urge the public to buy merchandise while at the same time taking away from the public the power to do so. And (as every basic study of conditions proves) this country is sound financially, industrially and agriculturally. This is no time for a general policy of drastic retrenchment and cessation of production. Furthermore, manufacturers must remember that during the entire war period production was so curtailed that the importance This advertisement prepared and paid for by the undevld Advertising Agencies of Philadelphia, active members of an association of igncies which cares for more than 90 per cent of all national advertising. Tlw therefore, not an appeal on behalf of industrial interests. It is a frank tWent and it comes from a responsible body of men who have at heart th st interests of the whole public. - Kynett Company - - .ny Barrows & Richardson Q Q w Edrds Charles Blum Advertising Corp. The gugene tcGuckm Clark-Whitcraf t Company ":'. ,.t r,.l.ai, 3v?II&t Jfjftv ,ytl , of selling effort was greatly mini mized. It is necessary today for many sales departments to condi tion their mental viewpoint. Salesmen, in many instances, are DEMORALIZED by the return of a buyer's market. They have lost their power to compete. Softened by three years of unprecedented ease of selling, the old vigor and fighting power which enabled them to do business under far more difficult conditions years ago are no longer theirs. What the public must do The public must close its ears to idle rumors, pessimistic talk and unfounded accusations. ALL of this is unjustified. The indus trial fabric of the country both manufacturers and merchants is sound and it is HONEST. Prices for merchandise are FAIR. The man or woman who idly spreads talk of "business depression" is a traitor to his or her own business interests. Such talk breeds dis trust and suspicion. And the public, second, must now exert its immense daily buy ing power. It must not put off from week to week and from month to month the buying of necessities in the hope that prices will fall still further. It must pat ronize the many stores which have shown a disposition to lower prices to meet the new conditio and take the stocks off tv'ir shelves. The initial impulse toesume "business-as-usual" w come from the public. Thrux of .the whole stagnation li" m the Wlth" McLain-Hadden-Simpers Co. Matos Advertising Co., Inc. Herbert M. Morris Adv. Agency Tracy-Parry Company, Inc. Co. Co. Ml T . , ft B , ,- t Mj t drawal from retail markets of the public's buying power. If you have been deferring the purchase of any necessities or commoner luxuries, contribute YOUR share to the general public welfare by making the purchase AT ONCE., In so doing you safe guard the prosperity of the busi ness you have founded, the firm which employs you, or the profes sion which is your livelihood. This is the soundest nation that ever existed The wealth of the United States today is greater than the wealth of all other nations of the world combined. The basic industry of agriculture (upon which the p ' tion's structure rests) has bu a year of enormous crops. What is there to fer' Only the shadowjf susP!cin created out of r own minds. Only the indr41 selfishness which dictate hoarding-wearing the darpiasses of Pessimism in order t14 we may not see tne sunofpP6"- jf ery man and woman in the Un,jd States will resume today A, optimistic outlook and the ptimistic talk which the situation justifies, and will then follow such an attitude to its logical conclu sion by buying daily such mer chandise as the family needs dictate, there will be no further stagnation of business no un employmentand, last, no arti ficial interference with the steady, gradual and SAFE return of a lowered cost of living. fc -A- !.,'! t . ' t-1 m 'l ( if .
Significant historical Pennsylvania newspapers