Show LA f IM ON advertising we want every businessman and manufacturer in tills this county to read the following article which is an address delivered last week at ogden before the canners convention by mr L S gillham of salt lake who Is an advertising expert and a member of the hubbard gillham advertising agency of salt lake one of the largest advertising firms in the west weal read it over businessmen and manufacturers for eor the arguments are calculated to be of I 1 profit to you there are today in the united states an in the west in utah in salt lake and ogden and every other city town and village in the country just two classes of bu business men those who advertise and those who do not and the lie line dividing them grows sharper glows clearer month after month flay day after day until ws we have now nov readied reached that period when you gent einen who villo du do alvertise advertise I 1 and you who do not are far from being the only ones who know kilow which side of the fence you yon are on oil the public gentlemen has come to see that dividing line very distinctly and at this point there instantly I 1 stands en cri his feet the merchant or manufacturer vho aho has made a success of ills business without advertising and lie he resents the imputation that the i I 1 public is going to fare any worse on the non advertisers side of the fence than among the advertisers facts driven home pronto he wants it understood that Ms lis product is as good it if not b etter better than any advertised brand on the mar 1 w jy j y I 4 w w w kacand he wants you to understand that not only is this the truth but that the wholesaler knows it 9 s the truth and because it is the truth and bet cause ills his prices are right and his bus mess hiess methods are right tile the I 1 er takes its his output off bis big hands year after year and he closes his books on january 1 with a good healthy profit I 1 nd I 1 this sir without a dollars worth vi advertising ary i v belf eai grant grani all these claims i of 0 the non advertiser to be irlie true and then I 1 t I 1 turn and look at the matter from a dit different ferent angle am I 1 telling you ana anything thing that you dont kilow or the wholesaler ihnow know when I 1 say that utah stands fifth in pack of tomatoes fifth from I 1 I 1 the atlantic to the pacific i am I 1 telling you what any canner jobber or wholesaler in utah know when I 1 say that utah tomatoes are superior to any in the united I 1 I 1 states on account of 0 their red color and fine flavor Is it news to you or the wholesaler that utah is far more certain of a crop inch i year than any other state iri 16 the union because our crops are raised under irrigation gentlemen where is the largest pea can cannery tiery in the united states why tile the answers on the end of every 1 tongue in this dooin room morgan an utah and you know and I 1 know that no better peas are packed in the world than are packed in utah Is there any news to you in the statement that your peas and tomatoes go to every state west of the missouri river and that some of canned peas are shipped as far east rr ar new york news to you i why youve known those facts fact s for ten years and your jobbers and your your wholesalers know that these things are true ill venture to say that even a small percentage of the retailers in the state know that these things are so but gentlemen of this convention does anyone else know these facts faas does the public know them do the housewives of utah know that whereon earth can they ise secure ure continued oz ol page two 6 ON advertising continued from first page better peas better tomatoes better catsup better string beans or canned irelta than are pac packed ked within tile the hot bor atra of their own state do the of idaho and montana and wyoming aud nevada know these there things fay and 44 j I 1 both know knor gentlemen that they do not I 1 value of advertising and yet can there be one iota of doubt in the minds of any one of you that it if the men and women of the in ter mountain states of the states a round utah knew the truth knew the purity knew the excel excellence lenci knew the high quality and freshness of the products of your factories the output ot of this Ms state would be doubled yes treb led gentlemen remember there comes a time in the business ot of every manufacturer fac east ar or west when with factory problems solved with manufacturing fac turing costs on a known add firm basis with his organization perfected and working in harmony and order ond end with a definite output assured and fi at hand for increasing that output as fast as orders come ii in he must raise his head and look about mm him it he is a hide bound individual if I 1 his bis hardships and his worries and hta his hard work have narrowed him instead of broadening he will tell you that the e old way will still be good eno 1 I or of hirt but bill it t 1108 WS the sort of a manufacturer alio when lie he reaches I 1 hes firm ground with liis his business can look look lack and say well the fight was tough but ive won I 1 know what I 1 can call so so far as turning out the sort of goods is concerned and now ym im going to find out how these other fellows who had quite such a hard manufacturing row to lice hc as I 1 have bave are selling so many orders here in the territory which by virtue of dwight ii ight rates and geographical locati location oL wong lelong to me only one answer it lies hes that sort of a manufacturer gentlemen the first tact fact that will hit him between the eyes will be tile the advertising ver of his eastern competitor that eliat stares him in the alie face as lid he opens ills his home newspaper that yells at him from the bill boards that smiles at him from the counters of his bis grocery man and it if this wideawake wide awake manuian manu fac aurer goes a little further into the matter matler liell hell discover that clr A r eastern man waited tor for the jobber and tile the wholesaler to push his brands that he waited tor for the retailer io push his brands but sir mr eastern manufacturer has spent several thousand dollars in telling the housewives of utah ot of idaho of wyoming of montana by newspapers by billboards by ostreet car cards by circular letters that ills his goods possess certain virtues that they will corne come to her table fresh that their quality is unexcelled that they are dependable goods and that they are ready for her at her grocers every day in fit the oar car and I 1 say to you gentlemen this afternoon that when the canners and the manufacturers of utah go thru their jobbers go thru their retailers and take men and women of the great cun consuming suming public of idaho montana wyoming nevada utah and the rest of the intermountain west into their confidence and thru advertising tell them day after day and month after month of the virtues and qualities of utah canned and utah manufactured products then and then only will th there ere come a demand from tile the public to the retailers and in ili turn from the retailers to the jobbers and whole salers for utah products that will trouble double and treble the output ot of c very every in manufacturer within the borders of 0 this commonwealth not merely merchandise advertised goods are not merely merchandise they are merchandise plus a quality guarantee plus a steady tc mand plus a reasonable expectation that the distribution system developed by the producer will mako make it possible to secure the goods whenever they are wanted A Ad dat wised J goods are those for which claims are made and responsibility Is assumed and the manufacturer who depends upon ills his salesmen or upon wholesalers to move and popularize his products ignoring advertising completely is about as am farsighted far sighted as the man mail who walks up ten flights of stairs when the elevator Is running A big and prosperous year has just closed and we are on the thresh hold of what in every quarter is predicted will be one of the most prosperous years in the history of all business in ili the United States you who have felt the impossibility 0 cabi fityo I 1 a ag your products in the past think hard before 3 you decide to let another year go by without malting making a start in advertising 1 salt lake tribune |