mTypfn
PR 4 "'?
Wf -"
44
HHtoW
-" f.
J '
j. 'jsa r..- -mr n-ea
a.,: x.K7ft ,' " i ' j'w r.'
Fi.lWSSW .. rf '3i tfi ;
T T ' . a i '
" ' . f (VI (
.yi
"ScaB
4' (
wmusswiG
r w rwaw v. Cia
. TWjg
rov
v
EVENING PUBLIC LEDGE Il-PHILADELPHIA, MONDAY, JtWH 20, 11)21
We should like to advertise
if it cost us nothing
99
When a Philadelphia business man
said this in a conference his associates
laughed at him.
And yet he was right.
Advertising correctly used costs noth
ing. It is not an expense. It is an invest
ment which returns its own cost plus
added revenue.
It does this chiefly in three ways:
(1) It reduces general selling expense.
(2) It increases the volume of sales,
thus making possible lower cost of
production.
(3) It increases the total volume of
profits.
An illustration of the reduction of sell
ing costs through advertising was re
cently . given by a writer in Printer's
Ink, as follows:
I know of one manufacturer whose selling cost in
his nonadvertising days approximated 35 per cent.
Today, after several years of advertising, his sales
cost is 12 per cent and his advertising 4 per cent,
the total selling expense being only 16 per cent. In
the old days that manufacturer's salesmen thought
they were making a lot of money. They were on
commission, and at a liberal rate, because the man
ufacturer was entirely dependent on them. When
the advertising policy was introduced the men re
belled vigorously. Their complaint was that it
would destroy their jobs. Now those men are on
a salary, and because of their vastly increased
sales they are making more money than they ever
made on commission.
It is no doubt true that the average
cost of selling the products made in
Philadelphia's factories is much greater
than that of the cost of selling the prod
ucts of any other great city in America.
This is because old-fashioned selling
methods still persist in Philadelphia,
perhaps to a greater extent than in any
other important industrial center.
There are already many Philadelphia
manufacturers who have learned that
advertising, properly applied, not only
costs them nothing, but also greatly
reduces their other costs.
When will others learn this profitable
truth?
THE CURTIS PUBLISHING COMPANY
INDEPENDENCE SQUARE, PHILADELPHIA
The Ladies' Home Journal
The Saturday Evening Post
The Country Gentleman
JPWWP
'-!" i utu- ,'h -X M .JiJfcfciAiH t -
it
'.'. ' ..f..V 1 " -.ft'tf ,n.
il
I
I J
.tV
't wl -. IV,
W. i tr
9
-fc ' ft
J
V.
a
U
t"i
M'if
i
"M
iH
mJ
Z u
;: