Show TRUTH about advertising by CHARLES B ROTH OH FOR THE GOOD OLD DAYS BUTLER was 84 GRANDPA ewhen when he died but he held out to the very last tor for what he affectionately tiona tely called the good old days ile ho liked to tell about them lite life was simpler then said he we hurry so fast we had more time to read and to enjoy friends and the cost of living say you could live tor for a third of what it costs a fellow these days k where grandpa butlers logic fell down was in confusing the standards or of living when he was a boy and when he wa charles roth an octogenarian when he was young you could live tor for less but you had less in your life you put up with biscom forts which would be unthinkable today you ate unbalanced meals lived in uncomfortable homes had no radio sets automobiles or electric servants As a matter of fact but we were never able to convince grandpa but ler of it atthe the cost of living today dollar tor for dollar of value considered Is far less than it was it in his young days daya your dollar actually buys m more 0 re brings you yol more mora value than any other dollar in history anyone who understands simple economics will tell you why two words will do it the words are mass production mass production Is impossible watt ut iut mass distribution which is just another way of saying baying that when a larger number of things are matte made a large number of people must be made to buy them there any mass distribution until advertising was developed and there any of the things in our lives we call modern until advertising ver put them there in many foreign countries even today you have to spend weeks scouring the markets tor for what you w want ant farmers bring their cattle and produce to market they stay in town two or three weeks disposing of it consumers have to g from stall to stall and dicker for everything they want if you have the time and enjoy trading that sort of thing is fine Is tun fun but most of us have other things to do we find it simpler to do our trading by reading the newspaper advertisements decide what we will buy and then go down to the tore store or telephone it saves time it saves more it saves n money loncy without advertising to smooth the he route of goods fir from 0 M seller to buyer the cost of eve everything ry lb iu higher than when advertis ing to Is in the picture 0 charles D roth both j |