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THE COST OF
0
OLD-FASHIONED SELLING
IS HOLDING BACK MANY
PHILADELPHIA INDUSTRIES
In a recent advertisement the Phila
delphia Council of the American Asso
ciation of Advertising Agents said :
"Perhaps no city in America has so
high an average distributing cost added
to its products as Philadelphia. This' is
due to the prevalence of systems of sell
ing through selling agents located in
other markets, and to the failure of Phila
delphia manufacturers to make use of
modern and more direct distribution
methods, including advertising,"
Many Philadelphia manufacturers are
complaining about the high cost of pro
ductionof raw materials, labor and
machinery. These are costs largely be
yond their own control.
But they need not pay the high cost
of wasteful distribution methods costs
that are within their control.
Much of the cost of old-fashioned
distribution is an insidious waste, often
hard to trace. It expresses itself in nar
row margins of profit, in fluctuating
price lists, in slack seasons, followed by
periods of expensive peak production, in
cancellations and claims for adjustment.
The manufacturer who employs out
worn selling methods is not doing his
duty to himself, to his stockholders and
to his city.
In holding his own business back, he
is holding back the progress of the whole
community.
Some Philadelphia manufacturers who
have been sending their goods to the
consumer through devious channels, with
pyramided costs and profits, are begin
ning to see the light of a new era in
selling.
When will those Philadelphia manu
facturers who are afraid of modern ad
vertising learn that the thing they ought
to fear is their failure to advertise?
THE CURTIS PUBLISHING COMPANY
INDEPENDENCE SQUARE, PHILADELPHIA
The Ladies' Home Journal
The Saturday Evening Post The Country Gentleman
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