STIMULATING TRADE.

Ashburton Guardian, Volume 51, Issue 175, 8 May 1931, Page 7

STIMULATING TRADE.

LESSENING PRODUCTION COSTS. Mr Richard H. Waldo, president of the McClure Syndicate, addressing a business gathering in New York, recently asked how prices of advertised commodities compared Svitli the juices of unadvertised merchandise. “The Federation’s Bureau,” he said, “has made a study of this question and the data used were obtained the United States Bureau of Labour Statistics The advertised croups included, in addition to the well-known advertised brands, entire classes of advertised commodities. “I want to cite the case of a prominent camera manufacturer and that of n well-known fountain pen maker. Botli these firms frankly credit much of their success to advertising. In both cases the large amounts spent for advertising have resulted in actual lower cost to the consumer. “The camera which this company sold years ago for £5 was not as good as the present model which sells for "‘The standard model of the fountain pen company has sold for 10s foi thirty or forty years, and has constantly improved in quality, which is equivalent to a substantial reduction in price. Dozens of similar cases could be recited. “In these days of purely temporary depression there is one Moses who can load ns out of the wilderness of fear, and that is advertising. . “W T hat we need is consumption, and the greatest of all urges to consumption is advertising. “Tt is to advertising—striking and ■•'wsuasivc. but always truthful —that we must look for the lifting power needed to put our pay-rolls and our consuming power back where we have proved they can and ought to be.”