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THE OREGOX STATESJLlWt TTTTRSDAY, ArGFST 12, 1020,
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B .Dacitf ili. Botsford, Vice-President and Portland Manager Botsford, Conslantine & Tyler
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This map shows the western and trans
eontinenUl freight rates on frnlt jnlces.
Rate to Denver Is $1.25 per ewt. in car
loads. Rate to Chlcajo, Boston, Hew York
and territory east of Denver Is 90 per
ewt. illustratlafc the opportunity for
reaching the treat American market at a
freight rata approximating that to nearby
points. - -
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DAVID M. BOTSFORD
Botsford, Constantino Sk Tyler
TYATIONAl ADVERTISING la
111 great lereier of distance. It brings
XH the West to the East and the East
to the .Westit overcomes old prej-
uuices. om customs, creating m. iNaiionai
Consciousness and with it a- National Mar
ket for our products.
Many people think of advertising and
national advertising as some mysterious
force which has broken down thebarriers
and given to those Oregon industries and
manufacturers the "not of atold at the end
of the rainbow." Far from It. - To go into
national advertising, those Oregon manu
facturers and industries have had to as
sume many great responsibilities and over
come many problems. :
First of all, to make national advertis
ing pay, there must be national selling.
True, an advertiser cannot get distribution
, Immediately. But he must -be alert every
' single minute from the time he decides
to co into national advertising, and use
every resource to make, his advertising in
vestment pay. " , '
Advertising Is a great awakener of am
bltion. For, as an advertiser sees the tre
, mendous markets which open up to him
when he tells the nation about his product,
' he sees the importance of better tnanufac
. turlng. of a closer study of his distribu
' tion, of a more aggressive sales-force, of a
; more -adequate financing. -
WHY A NATIONAL MARKET IS THE
: BIO GOAL OF OREGON INDUSTRIES.
' Quite often you hear the question asked,
"Why is a certain Oregon concern seeking
' a national market, when tney nave a mar-
ket close 'to homV which they might seek
more aggressively?" Those who ask this
: question fail to realize that practically 90
, per cent of the people of the United States
' live east of the Rocky Mountains. They
; are unfamiliar; with the matter of trans-
portation, and or freight rates, wmcn per
mit manufacturers to ship- their goods
cheaper to New York and Boston than to
Reno, Nevada. Our system of railroad
S' transportation works strongly to the ad
rantage of the national manufacturer. In
i fact, if every community made their own
j goods and only sold them nearby, there
would be no , national ; commerce, there
would be no Intercommuniealion between
the states of the United States.
But the United States is a country of
t true national habits. We tike to feel that
I we are dressed much as the people In New
York are dressed. We like to think that
' we are eating the same kind of foods,
' riding in the same kind of automobiles
' In fact, that our habits are national in
. " stead of provincial. The old saying goes
that the people in London wear Paris
gloves, and the people in Paris think that
i London is the only place where fine gloves
i are made. , . . .
i j It is true that not every Industry and
not every manufacturer has the possibil
ities for national advertising and nation-
al distribution of his products. Those in-
- Hnrtrl.. ant manufacturers WhOSO basiC
source of suply is here in Oregon. or that
I manufacturer whose product , through
some unusual method or patented device.
. has extraordinary merit, can absorb the
i cost of national transportation and market
his product as readily to the ninety million
people cast of the Rocky Mountains as be
can to the' ten mtllion people in the West.
"what national advertising .
: means to Oregon to salem.
I think you have at Salem risible evlr
' ice of what national advertising can do
tor a community, in 1913. when the Idea
l loganberry juice was conceived, the
Rltrkal tnr InrmharrlM 11 VerT. TPTy
iirttMl mnA lha firlpa W bploW th COSt
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of rrowinir' At that ttm the loranberrr
was 3 only known locally many people
right here in Oregon did not know about
IL- Lack of knowledge naturally meant a
limit a4 mirkl
And then several concerns which-now
undertook to develop a national market
for Oregon loganberry juice. - They had to
educate the country on what loganberries
are and then sell these people on the
merits of loganberry Juice. They had to
ret together a R&lea-orranizatlon. which in
turn had to go out and face the problem
of getting co-operation from Jobbers, from
brokers and from dealers. In the first
selling year of the Loju people they
stocked something over twenty-five thou
mi dealer. All this meant an Invest
nient which had to be made if the adver
tising was to be successful. Demonstrat
ors were employed to sample loganberry
tuice with the hundreds of thousands of
women vha freanent the larxe denartment
stores and grocery stores throughout the
country.
. The Pheasant Fruit Jnice Comnanr. now
a part of the Phes Company, started na
tional advertising in the Saturday Evening
Post In 1916. That year a one page ad. a
bal page ad, and several smaller ads
red In the Satnrdav Evening Post.
The following year, 1917, five pages were
used in the Saturday Evening Post on Phes
Innnlwnr; 1uii. In 1918 the Northwest
Fmii Trndiirt fnmnuT and the Pheasant
Fruit Juice Company merged, and in that
year nine pages appeared In the Saturday
Evening post on r nes. uojn ana appiju.
f voir 1919. rnurteen nazes were usea
In the Saturday Evening Post on Phes.
Annitn and Phex Jams and Jellies. The
Phc r.nmnanr are now Usinz the Inside
back cover of the Saturday Evening Post
every four weeks in color. &mce me iirsi
Phes advertising appeared in the Saturday
Evening Post, a total of over 82.000.000
copies of the. Post have contained an ad
vertisement on either Pnex or Appiju.
OREGON CITY WOOLEN MILLS NOW
A NATIONAL ADVERTISER.-
' The name of Oregon is being carried to
every city, town and Tillage of. the United
ctata with the advertiaina- of the Oregon
City Woolen Mills. This concern, estab
1 1 . k mA in isfii la one of the nloneer man
ufacturing concerns or. me wesu n
established in the early days i when It took
months to bring goods from the East, and
since that time the Oregon City mills have
innited the West with sturdy woolens for
suits, overcoats, macklnaws, and have
woven millions of wool blankets.
The nrent. head of the Oregon City
wnAi.fi iwrnia: xir. A. R. Jacobs, has for
sometime felt that their, goods could be
marketed nationally, in a owwiob
.-..-m.i. tix enter the national' field. The
..i.A,rniMtinn wn incrttsed to cover
all of the eastern states and their sales
men went out to the traae wun a comyieus
ii. f vuiAien n rod nets backed by an ad
vertising campaign of ix pages in the
Saturday Evening Post. This year it is be
ine followed ud with six more pages.
This determination on the part of the
n r.v u'nni.n Mills ia eoinc to mean
for Oregon City what the advertising of
iA...Kir 4nir has meant for Salem and
the Willamette valley. Already the -volume
of the mills in hctuaj merchandise has
been more than doubled, and a wide dis
tribution of Oregon City lanncs uas seen
..i.vii.t.. tn everv state in the Union.
ii t.m hr7Mt n-r artment stores or
New York City Is making a feature of Ore
gon City macklnaws and overcoat this
year and every garment wm owr i
of Oregon ancLuregoaviiy
this appeal has been evident la all parts
of the country. Then, Rite-Grade adver
tising haa created in the minds of the man
ufacturers of shingles a desire to raise
their mi! and atandardlze their nrodncL.
which was one of the weak points attacked
by competitors, me sningie m an u lec
turers of Oregon. Washington and British
Cotumbla can attest to the value 'which
national advertising has been to their In
dustry.
CREATING A WORLD MARKET
FOR WADE DRAG-SAW.
The Pnrtahle Gasoline Drae-Saw la an
nr.rnn Invention. For tnanV Year It Wll
known only locally. Three years ago the
firm ox R. M. waae tc to., wnicn ior
nearly a half century had been one of Ore
gon's, pioneer institutions in the distrib
uting of agrgtcultural Implements, con
ceived the laea ot aeveioping & nauoasj
sale for the drag-saw. A start was made
by using space in one or two national
farm magazines and on the strength of
. . a
the response tney conuauea ana increasea
effort haa been made which today gives
the Wade Trar-Saw a national and inter
national sale. Wade saws are neing snip
ped every day to such far-away countries
mm the Rt-faita " Settlements. New Zealand.
Anttraiia. Rrasll. Janan. Hawaiian Islands.
vnriand. Ireland. France, uussia. ana in
fact almost every country in the world is
now using the wade saw.
Last year R. M. Wade & Co. used twelve
psges of advertising in the Country Gen
tleman, in addition io space in sucn na
tional farm papers as Succesful "Farming,
the Farm Journal. Southern Agriculturist.
Western Farmer, ana omers. in me issue
of September 11th, the Country Gentle
,.n n if. Wade it. Co. have the first
double-page advertisement which -has ever
appeared in a national larm puuucauuu
over the name of an Oregon concern. This
r..nri the new Wade Drag-Saw, which
contains a number of startling improve
ments over the former saw. mis aouoie
page will be followed by three other Tull
pages In the Country Gentleman during
the fall months.
WHAT NATIONAL ADVERTISING HAS
DONE FOR THE SHINGLE INDUSTRY.
A few years ago the manufacturers of
red cedar shingles in uregon in u
in.irni tmftut m constantly declining mar
ket. The competition of patent roofings
had cut deeply Into the sale of red cedar
shingles. One of the chief handicaps was
tinn of home-builders who
were being educated by the patent-rooring
people to think that wooden shingles did
not have the permanency or the beauty of
manufactured rooting..
The shingle branch of the Wrest Coast
T.nmher Manufacturers' Association start-
a national advertising: a number of years
ago and have kept it up steadHy in sach
.nnhiioatinna aa the Literarv Digest, the
Saturday Evening Pest, Successful Farm
ing, and other mediums. This year, six
pages are appearing in the Saturday Even
ing Post and a large campaign is being
carried in the other magaxlncs above
One of the features of the Rite-Grade
Shingle advertising has been the educa
tinnai .anneal An the use of shingles for sid
ings aid shingle homes. The result Xrom
VQGANS CANDIES. ' '
rin of the atroneest enthusiasts for na
tional advertising in Oregon Is Mr. J. W.
Vegan, or the logan uanay company,
Portland. Two years ago Mr. Vogan auth
orized the first advertising ot Vogsn s
Candies in .the Saturday Evening Post,
using small space regularly. At that time
.tn makea of randies had a very wide
distribution In Oregon, and dealers com
plained to local manuiaciurers mi
people wan tea canay wun umuu.u .f
r...ir.n Mr vnsran determined that his
nroduct should have this reputation, and
T . i J w K.. what Vltfin i
today mere n " - -
Candies carry that prestige in the eyes or
the Oregon consumer.
No great effort has been made by the
Vogan Candy Company to obtain a true na-
tlonal distribution, ana yei me v.- -have
been shipped to almost every part or
the United States tn response to the de
mand created, by ineir lOTenmns.
r n the rreat outstandlns things
about advertising Is the fact that a manu
facturer can only receive a im.ini
the value of that advertising, mu
pays him for his investment. The Vogan
Candy Company are only able to taxe
advantage of a smau prrerm.sc
circulation of the Saturday Evening Post,
and yet they feel that the value received
from It has made their effort a paying one.
OTHER POTENTIAL
OREGON ADVERTISERS.
other Oreeon industries
are going to Join the group of national ad-
hn are helntnc to make the
products of this sUte famous. The Ore
Kon Growers' Co-operative Association was
organised to create a national consumption
and fame ior tne iruua anu iiv..
Oregop. Those men who have pioneered
this organization are on rre
doing national advertising, and no doubt
the pages of the great American maga
zines wiil soon contain the story of ore-
ton fruits and nuts, i nrougn m kiu....
latlve effort of the advertising done by
... i i.j,..,im that state has rained
a fame for its fruit which has overshad
owed that of our own state, wmcn m ui-u,
Instances produces rruit oi u:r
and flavor. In fact. California has claimed
the -credit for wonderful cherries, and
pears and berries. California concerns
have esUblished branches In Oregon, pack
ing these fruits under labels wnicn arc
identified with California. in me urrgon
Growers Co-operative Association, the
men at its helm recognized the responn-
blllty abead of 'them In claiming for Oro-
rum SATURDAY SYKNtNC o3T
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