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fthe Last Thing We Would Cancel
; Would Be Our Advertising"
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says a successful Philadelphia manufacturer
A policy is a course of action to
be followed under all conditions, de
spite the most alluring inducement
to turn from it, or the grimmest kind
of discouragement"
In this spirit of determination
W. M. Steppacher & Brother, Inc.,
of Philadelphia, manufacturers of
Emery Shirts, took up national ad
vertising in 1910. The quotations
are from an article by Clarence L.
Marks, Vice-President of the com
pany, in a recent issue of "System."
Since 1910, through fat years
and lean, they have stuck without
interruption to their advertising in
The Saturday Evening Post.
- Their business has increased 600
in these ten years. Today their fac
tory is running on full time a shin
ing example in the shirt industry
and their sales are only slightly lower
than were recorded at the peak of
1919.
"When the slump struck us," says
Mr. Marks, "our prospects were no
brighter than those of others, but be
hind us we had a good will and public
demand born of 10 years of consumer
advertising. We saw others taking to
cover; bigger concerns than ours were
curtailing output or closing down
their plants completely. But under
our policy there was only one thing
to do if we were to be consistent.
That was to keep the wheels moving
and fight.
"Advertising is a policy. Yet how
many businesses have only recog
nized it as such in times of unusual
prosperity, when the influx of dollars
is so great that they cannot find too
many ways to spend them, or else in
periods of depression when concerns
look to advertising to be the open ses
ame to business?
"The last thing we would cancel
would be our advertising, especially
in a period of stress like the present,
when sales effort should be kept at
the maximum possible," is Mr. Marks'
emphatic statement.
THE CURTIS PUBLISHING COMPANY
INDEPENDENCE SQUARE, PHILADELPHIA
The Ladies Home Journal
The Saturday Evening Post The Country Gentleman
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