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Show GOV. WM. SPRY, AT MEETING OF THE CMIRS, MAKES AN ADDRESS - Urges the Importance of Educating the People to Demanc Home-made Goods Mayor A. R. Heywood Entertains Delegates and Others at Luncheon at Weber Club Joel J. Harris and J. S. Carver Offer Good Suggestions. - - Urging the canners to pursue their development work on a conservative but constructive basis and drawing a picture of "Ogden spirit" as the ideal for the citizens of Utah to follow In upbuilding the state, Govrenor William Wil-liam Spry was the chief speaker this morning at the Utah Canners' association asso-ciation convention in the Colonel Hudson Hud-son building. The governor was introduced in-troduced to the Canners by President I. L. Pierce, who spoke of Governor Spry aB "one of the chief boosters of Utah, a man who is not for one section sec-tion but for all sections." The governor said that, while many were painting extremely optimistic pictures of the future, he held that conservative progress was the best and urged the Canners to consider in 1916 that they ought to grow so as to retain the same growth in succeeding succeed-ing years, not first advancing and then receding. "I am a firm believer in co-operation and in organization," said the governor. "We are getting back to some of the methods of forty years ago that were used in upbuilding this state, when men were closer together because of conditions. And it is not j a bad Idea to get back to some of these methods, where they are such j as ivMlJ nnhnllH tho ntntp Thprft !; a truth In that old policy of buying- at home so that the money will stay at home, along with the goods, instead of sending the money away." Governor Spry urged that a more systematic effort be made to get the goods before the public; that the Canners advertise more liberally in even' way. He advocated that "temporal salvation" salva-tion" be preached throughout the states, saying that if men prospered in Utah the "spiritual salvation" would come with more certainty. The governor pictured the "Ogden spirit" as the one bringing progress men reinvesting their earnings in the upbuilding of the city. That Ogden is the logical center not only of the canning industry but also of the entire manufacturing industry in-dustry of Utah, was another statement state-ment that he made, showing that the city's location as to agriculture, railroads rail-roads and markets is a proper one. A brief discussion as to the public land question was also given by the governor, who explained to the Canners Can-ners that 30 per cent of the land In Utah Is now carrying the burdens of the state. Co-operation of all interests inter-ests throughout Utah in securing a modification of federal laws and rules, so as to permit of opening up more public land, was urged by the chief executive. Governor Spry expressed his confidence con-fidence In the future of Utah from all angles and said that the further upbuilding would be done largely by those men working for the use at home and abroad of Utah-made goods. Quality Is Demanded. Joel J. Harris, president of the Retail Re-tail Merchants' association of Ogden and vice president of the state organization, or-ganization, spoke as the representative representa-tive of B. M. Olsen, the state president presi-dent He said that the grocers of the entire state were united with the canners and other manufacturers In the effort to push Utah-made goods; that the first sale could always be made by the grocer but that succeeding succeed-ing sales were based upon quality, urging the canners to constantly uphold up-hold quality In their goods. The speaker advocated the use of newspaper advertising by the manufacturers manu-facturers to bring the attention of the public to their goods, declaring that outside manufacturers offered to the local merchants all manner of assistance assist-ance in the form of advertising, upon promise being made to push goods. Against MalJ. Order Houses. J. S. Carver, trustee of the national grocers association, urged the co-operation of the canners and other manufacturers man-ufacturers with the national organizations organi-zations of jobbers and retailers in the effort to secure laws that would be of general benefit, urging especially ; moves a.gainst the mall order estab- , lishments, which he accused of hav- ing utilized unfair advertising meth- ods and deception of the public. J. A. Anderson of Morgan question- J ed Mr. Harris as to whether the gro- '. cers of the city and state would ap- . point n joint committee wflth the , Canners to discuss trade questions anu was assuieu uuu iu iuccuui, ut the Retail Merchants association always al-ways are open, that the merchants would name such a committee and would do all in their power to aid home industry. A comjnittee on resolutions, which will report this afternoon, was named, consisting of the following members J. A. Anderson of Morgan, William Craig of Ogden and J. G. M. Barnes of Kaysvillo. Officers will he nominated nom-inated on the floor instead of by a committee. The election of officers and annual reports by the secretary and treasurer will be the chief business busi-ness this afternoon. E. H. Temple, sales manager of the American Can company spoke this afternoon on general trade questions, being followed by Professor H. R. Hagan, entomologist and Professor Porter, chemist, of the Utah Agricultural Agricul-tural college. They spoke on agricultural agricul-tural questions affecting the industry. indus-try. Mayor Entertains, Mayor A, R. Heywood entertained the Canners and their guests at noon at the Weber cluh rooms, giving a lu.ncheon. About forty persons wero the mayor's guests. The annual banquet of the cauners will be given tonight at 6:30 o'clock at the Weber club rooms, being the closing social event of the convention conven-tion for this year. (Continued on Page 7) GOV. WH. SPRY AT MEETING OF CA1ERS, MAKES AN ADDRESS (Continued from Page 3) ADVISES MB TO GUT DOWN THEIR OUTPUT In the absence of G. R. Hill, Ph; D . of the Utah Agricultural college, from the yesterday afternoon session of the Canners convention, a general discussion discus-sion of the canning industry was substituted sub-stituted for his address Richard Stringham of Wood's Cross urged cooperation co-operation on the part of the canners in setting the purchase price of the new product, saying that tho best policy would be to agree on the highest high-est price possible and then not try to under-bid each other. The price, he said, should be one which would allow both the farmers and the canners can-ners a reasonable margin of profit .T. G. M. Barnes of Kaysville advocated ad-vocated a general inspection of freBh products brought to the canneries and the establishment of an order of rejection re-jection at all factories by rejection at one. He predicted that tho total output of canned tomatoes In the United States in 1916 would be 16,000,-000 16,000,-000 cases, much more than Ib needed for normal consumption, and urged his fallow canners to hold the Utah output down to 600,000 or 700,000 cases, so as not to flood the Inter-mountain Inter-mountain market J A Anderson of Morgan said that good prices for fresh products would bring good quality and also declared that each cannery should have a good working organization, so that it would not be a drag on the others. W. J. Parker of Ogden discussed the question of freight rates, telling of recent re-cent efforts to secure such rates as would permit the export of Utah canned can-ned goods to England, by way of New York, in competition with eastern canners. can-ners. State Senator Charles R. Mabey of Bountiful spoke on the subject, "The Spirit of the West," declaring that this spirit was one of eternal progress and pointed toward the west as the opportunity mart of the world. This spirit, he said, has opened the mark ets of tho Far East for western goods and tho canners would do well to look more to the orient as a market for their products. The final address of the afternoon was given by L. S. Gillham of Salt Lake, who spoke upon the subject of "Advertising Utah Canned Goods." This address follows- Utah Advertising. "Let me express my appreciation for this opportunity to say a bnof word to you regarding advertising. "Here is a subject that Is, without doubt constitutes one of the most vital elements in the world of American Amer-ican business today. 'Tf two men meet each other whose business activities are concerned with the selling of pretty nearly anything on earth, within twenty minutes they'll drift Into advertising as naturally natu-rally as a duck slips Into the water. "Gentlemen, let two men who have been friends for thirty years, and if they can get on and off the topic of advertising without stretching their ties of friendship to the breaking point, it's because each considers the other's ideas on advertising too scat-tor-brained to fight over. 'There are today in the United States, in the west In Utah yes, In Salt Lake and Ogden, and every other city, town and village in the country just two classes of business men. " Those who advertise. " And those who do not "And the lino dividing them grows sharper, grows clearer, month after month yes, day after day until wo have now reached that period when you gentlemen who do advertise, and you who do not are far from being the only ones who know which side of the fence you are on. The public, gentlemen, gentle-men, tho consuming public has come iu bt?e max uiviuuig nne very u-tinctly. u-tinctly. The Mistake, "And right" at this point there instantly in-stantly stands on his feot the merchant mer-chant or manufacturer who haB made a success of his business without advertising ad-vertising and resents the imputation that the public is going to fare any worse on the non-advertiser's side of the fence than among the advertisers. "Pronto he wants It understood that his product Is as good, if not hotter, than any advertised brand on the market; and he wants you to understand under-stand that not only is thiH the truth, but the trade knows that it Is the truth. And because It is tho truth and because his prices aro right and his business methods are right, tho trade takes his output off his hands year after year and ho closes his books on January 1st with a good, healthy profit, and this, sir, without a dollar's, worth of advertising, "Alright gentlemen, grant that all that Is true. "Am I telling you something that you don't know, or I don't know, or the trado doesn't know when I say that Utah stands fifth In pack of tomatoesfifth to-matoesfifth from the Atlantic to the Pacific. "Am I telling you anything any canner, jobber or wholesaler in Utah doesn't know when I say that Utah tomatoes to-matoes aro superior to any in the United States on account of their red color and lino flavor? "Is it news to you or the trade that Utah is far more certain of a crop oach year than any other state in the Union, because our crops aro raised under irrigation? One Effect. "Gentlemen, where is the largest pea cannery in tho United States. Why, the answer's on the end of every tongue in thiB room Morgane Utah, of course. "And you know and I know that no better peas aro packed in the world than are packed in Utah. 'Our Ideal climate and elevation make peas ripen more- slowly than in lower altitudes where they must of necessity be handled more quickly. "Is there any news to you in the statement that your peas and tomatoes toma-toes go to every state west of the Missouri river and that some of Utah's canned peas aro shipped aa far east as New York? "News to you? "Why, you've known these facts for ten years. "And your jobbers and your wholesalers whole-salers know that these things are true. "I'll venture to say that oven 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? "Does the public know them? "Do the housewives of Utah know that nowhere on earth can they secure se-cure better peas, better tomatoes, better bet-ter catsup, hotter string beans, or canned fruits than are packed within with-in the borders of their own state? "Do the housewives of Idaho and Montana and Wyoming and Nevada know these things? "You and I know, gentlemen, that they do not. The Goal. "And yet, can there be one iota of a doubt in the minds of any one of you that if the men and women of the intermountain states, of the states around Utah, knew the truth knew the purity knew the excellence knew the high quality and freshness of tho products of your factories that the output of every cannery in this state would be doubled, yes, trebled. "And isn't that your goal? "Isn't that the ONLY goal you havo to work for, once your manufacturing methods and the quality of your brands is established to your own satisfaction? sat-isfaction? "And at this point, before I go further, fur-ther, let me correct an impression any of you may have gained that I am presuming to criticise any Utah manufacturer man-ufacturer who to date has not advertised ad-vertised his products to the general public. "It would ill become any man and much less myself to attempt to take to tnsk those men who from small beginnings be-ginnings have built up canneries and manufacturing establishments of Utah and who today are firmly rooted, prosperous and progressing more rapidly rap-idly than at any other period in the history. "Rough Is the road over which Utah manufacturers have come. The pioblems of raw materials, freight rates and market conditions; the difficulties dif-ficulties of eliminating prohibitive over-head expense, these and a score of other perplexing questions that havo had to be 'solved, have Imposed a task that has boen heavy In the bearing. "Today the great majority of Utah's manufacturers stand solidly on their feet, their shoulders relieved from the heaviest of the burdens they have oarried in the past, the trades with them almost to a man, and enjoying a consumption of their products that cannot help but be most encouraging A Problem. "No man has tho slightest right to say to any Utah manufacturer, 'you havo blundered in not advertising your products to consumers.' "I repeat that no man has that right because no man or set of men can hope to have any real understanding understand-ing and appreciation of the tremendous tremend-ous odds against which almost all Utah manufacturers have had to fight to get a toe-hold on the right side of the ledger and stay there. "But, gentlemen, remember there comes a time in the business of every manufacturer east or west when with factory problems solved; with manufacturing costs on a known and firm bases; with his organization perfected and working in harmony and order; with a definite output assured as-sured and facilities at hand for increasing in-creasing that output as fast as orders or-ders come in, ho must raise his head and look about him. "If he is a hide-bound Individual, if his hardships and his worries and his hard work havo narrowed him instead of broadening, he will tell you that the old way will still be good enough for him. "But if he's the sort of manufacturer, manufac-turer, who. when he reaches 'firm ground with his business, can look back and say, 'well, the fight was tough, but I've won I know now what I can do so far as turning out the right sort of goods is concerned, and now I'm going to find out how these other follows who haven't had qulto such a hard manufacturing row to hoe as I have are Helling so many orders bight here under my nose in the territory which by virtue of freight rates and geographical location loca-tion belongs to me.' Competition. "it ne s mat. son or a manuiacuir-er, manuiacuir-er, gentlemen, the iflrst fact that will hit him between the eyes will be the advertising of his eastern competitor that stares him in the face as ho opens his home newspaper, that yellB at him from the bill boards, that smiles at him from the counters of his grocery man, "And if this wide-awake manufacturer manufac-turer goes a little further into the matter he'll discover one big fact quick that Is that Mr. Eastern Manufacturer Man-ufacturer hasn't waited for tho jobber job-ber and the wholesaler to push his brands, that he hasn't waited for tho retailor to push his brands, but Mr. Eastern Manufacturer has spent several sev-eral thousand dollars In toying the housewives of Utah, of Idaho, of Wyoming, of Montana by newspapersby newspa-persby bill boards by street car cards by circular letters that hiB goods possess certain virtues; that they will come to hor table freah; that their quality is unexcelled; that they are dependable goods, and that they are ready for hor at her grocer's every day In the year. "And Mr. Eastern Manufacturer hasn't dono thlB during tho month of January and then stopped during February Feb-ruary and March, but instead, he has carried his message to the homes of the public day after day, month after month, until the housewives have accepted ac-cepted his statements, hare come to , depend upon them and in steadily in-J creasing numbers and in steadily increasing in-creasing quantities they domand his products. An Example. "And if one or two women ask their neighborhood grocer for Helnz's pork and beans, Mr. Neighborhood Gro-ceryman Gro-ceryman gets busy with his wholesaler or jobber and gets Hetnz'B pork and beans onto his shelves, and In' turn Mr. Jobber and Mr. Wholesaler gots just as" busy with the neareBt Heinz branch and stocks up, and back there in the offico of the sales manager and tho office of the advertising manager of tho Heinz company, the men put their figures on a map and one says to tho other: 'Bill, the advertising we 'have been doing to the housewives house-wives of Idaho is bringing home tho bacon. We are getting orders from more Idaho jobbers than ever before, and the orders are larger. Give 'em another shot in Idaho.' "And I say to you gentlemen, this afternoon that when the canners and the manufacturers of Utah go through their jobbers, go through their retailers, retail-ers, and take the men and women of the great consuming "public of Idaho, Montana, Nevada, Utah and the rost of the intermountain west into their confidence, and through advertising toll them day after day and month after month of the virtues and qualities qual-ities of Utah canned and Utah manufactured manu-factured products, then and then only will there come a demand from tho public to the retailers, and in turn from the retailers to the jobbers and wholesalers for Utah products that will double and treble the output of every manufacturer within the borders bord-ers of this commonwealth. Cumulative Effect. "Stop for a moment gentlemen, and take home to yourselves a full realization reali-zation of what really happens when a manufacturer keeps everlastingly at the task of keeping his name and his brand before the public. "I haven't the slightest doubt but that there are gentlemen before me this afternoon who, if I were in private pri-vate conversation with them at this moment would say to me: 'Mr. Advertising Ad-vertising Man, I'm a long ways from being convinced of the worth of advertising. ad-vertising. Take myself as an example. I'm an average man, and I tell you I don't have time to read the ads in my paper, and I don't read them.' "Why, gentlemen, stop and think for a moment. You say you don't read the ads. "Let any one of you go into a clothing cloth-ing store in Ogden tomorrow morning morn-ing and ask for box. If the salesman turned to you and said, 'would you like Hole-Proof sox or something elBe?' is there one of you who wouldn't would-n't know what he meant by 'Hole-Proof.' 'Hole-Proof.' And yet I'll venture to say there isn't a man in this room who can tell me when or where he read the advertisement of 'Hole-Proof sox' "Go into a down-town store tomorrow tomor-row morning and ask for suspenders. The clerk turns to you and says, 'President suspenders?' Is there one among you who won't know what he is talking about? Yet I don't believe there's a man in this room who can tell me where or when he saw the last advertisement of President suspended. sus-pended. Ads Are Read. "If you want to buy a hat and you want to be sure it's going to be a good hat you know you're safe in asking for a Stetson. Why, gentlemen? gentle-men? Because year after year Stetson Stet-son has advertised to you that his hats are god hats because he has told you year after year In his advertising adver-tising that all good dealers carry Stetson hats. "What kind of garters do you gentlemen gen-tlemen ask for? Why, Boston or Paris, of course. Why? Because for years you've read their advertisements. advertise-ments. "I'll even venture to say that half the men in this room could name two popular makes of corsets and yet they never bought a corset in their lives. "Gentlemen, you DO read the ads. "You read them unconsciously, but nevertheless, their message is impressed im-pressed upon your mind and memory. "And by tho same token, the housewife, house-wife, the family purchaser, reads the ads, and to a very, very large extent Is governed by the impressions they leave upon her. "Any manufacuror would consider it mighty good advertising if he could afford to hire a dozen well-appearing young men, enter a town and go from door to door saying to each housewife: house-wife: 'Madam, I represent tho best tomato canning company In Utah. Our product is a number one in quality, qual-ity, it is always fresh, it is superior to any other canned tomatocB on the market and the next time you .order, .or-der, wo should like to have you try a can. Your grocer has our brand always fresh. It would be a mighty effective, but very expensive method of advertising. Use Newspapers. "Yet, gentlemen, do you realize that this is exactly what your newspaper news-paper ads do? That for a very few cents you can send an attractive, well gotten up message of exactly the same kind to ovory housewife in a dozen different neighborhoods? "Take advertising home to tho can-1 . Jt IH ning business. H "Take a can of corn. H "If it has no label on it, it Is aim- M ply an obviously bright tin can. H "As a maker of or a dealer In H canned corn, you can offer it to the H public and no matter what you may H say about it personally, the public is H skeptical. If, however, you put a label on it and call It 'corn' the pub- IH lie at once feels a certain amount of H confidence that probably the can H really does contain corn. H "And if, perchance, the label con- IH tains a claim that it is a superior H grade of canned corn, the public is IH more than likely apt to agree with H you that it is a superior grade of H canned corn. IH "And if the label also bears a dls- H tinctive name, as the name of some jH responsible packer, why, that can of H corn takes on an entirely new aspect IH Looks to Future. H "The housewife, buying this corn, M not only buys merchandise, but she H buys and pays for the possibility of H securing another can just like it H whenever she wants it. H "Advertised goods, therefore, are H not merely merchandise. They are H merchandise plus a quality guarantee, M plus a steady demand, plus a reason- M able expectation that the distribution M system developed by the producer H will make it possible to secure the M goods whenever they are wanted. H "Advertised goods are those about M which claims are made and responsi- H bility Is assumed. H "And the manufacturer who de- H pends wholly upon salesmen or the M trade to move and popularize his pro- M ducts, ignoring advertising completely, H is about as far sighted as the man IH who walks up ten flights of stairs IH when the elevator is running. M "Suppose two years ago that every M non-advertiser among the manufac- H turers of Utah had said to himself: IH 'While the conditions in my business IH at present do not seem to necessitate H an advertising campaign, while I do IH not feel justified in adding a single H cent of additional fixed expense to my H cost of marketing, still I must realize H that the time is coming when wide H popularity for both my name and H brand will be indispensible If I wish H to increase my output. Therefore, I H am going to set aside $150 or $200 a H month and I am going to spend that H sum each month as wisely as possible H in advertising my name and my H brands to the public. H Irresistible Power. jH "And suppose, gentlemen, that Mr. H Utah Manufacturer during the past H two years had actually expended this H sum of $150 or $200 a month. Is there H any doubt in your mind that his H business would not today show the H beneficial effects of that expenditure? H Is there any doubt in your mind that H such a manufacturer would not today H on the threshold of 1916 be busy with H plans for doubling that amount of ad- H vertlsing expenditures for the com- H Ing year? H "A big and prosperous year has H closed, and we are all on the door- H steps of what In every quarter is pre- H dieted will be one of the most pros- H porous years in tho history of all bus- H Iness in tho United States. H "You who have left the imposaibll- H Ity or Impracticability of advertising H vour products in the past, think hard H before you decide to let another year H go by before jTou start H "And in closing, gentlemen, I can H only repeat to you what John Wana- H maker, one of America's greatest bus- H Iness geniuses once said of advertls- H ing: H " 'Advertising doesn't jerk It pulls. H It begins very gently at first, but the H pull is steady. It increases day by H day and year by year, until it exerts H an Irresistible power.'" H |