MAINTAINING BUSINESS LEADERSHIP

Wanganui Chronicle, Volume 75, Issue 117, 20 May 1932, Page 9

MAINTAINING BUSINESS LEADERSHIP

At the very climax of his success, when it seemed that Wrigley Gum was the leading brand throughout the civilised world, the late William Wrigley was asked why he persisted in buying advertising year after year to the extent of millions of pounds. don’t know how many times such suggestions have been made to me,’’ Mr. Wrigley said, “but in each case I have told the suggesters, a« I tell you now, that it would be the easiest thing in the world for the Wrigley Company to be wiped off the map as a manufacturer and distributor of gum—or at least to be forced to sacrifice its leadership—if we did not continue our advertising. We are going along at full momentum. Suppose we should cut off the power. It would be just like trying to run ft'' train without an engine! Wo advertise and shall keep on advertising regardless .of how completely wo have absorbed our market. 1 f every person would chew Wrigley’s gum, our advertising would continue right along; we would want to remind them that they bought our gum and liked it.”