FRIDAY,APRIL 20, M
THIS ISSUE,
>
8 PAGES
I
It is an impersonal, indirect
CHEESE MADE FAMOUS! gestion.
method of selling. It will work for
standardized products that live up
to the qualification- r ,.;esented by
the advertising. Personal salesman
meant that he knows both how to ship by contrast is selling by per
make cheese of required merit and suasion. It is direct, but costly un
how to work as one part of a team of der present conditions.
twenty-five makers through their cor
“To gain the permanent good will
relator to put out a rigidly standard
ized article. Millions of people have of all parties concerned required work
learned how to merely work with of a varied sort. Bill boards and
products, few have acquired the art newspapers suggested to consumers
of working harmoniously and success that Tillamook was really a better
fully with other people. Tillamook cheese. Personal contact with brok
cheesemakers have achieved the suc ers, who are salesmen employed on a
cess of working satisfactorily both commission basis instead of by sal
with farmers on the raw material ary, convinced them that better mon
side and with their chief inspector— ey was to be made by pushing this
trouble chaser—educator, Mr. Chris special commodity. Then there were
tensen. To make the inspector's work wholesalers to enthuse with a point
stand effective where some dispute of view that retailers would need to
arises as a result of this teamwork secure large amounts of this cheese
on the part of farmers, chees»makers because advertising, selling by sug
and their correlator to help them mu-, gestion, wins many satisfied consum
tually create a standardized high ers where only a few indifferent tmes
quality product, the general manag were found before.
“Finally, the retailers had to be in
er of the Tillamook County Creamery
association is able to carry out his formed by the help of broadsides,
plans to create and maintain another dealer helps, and the co-operation of
kind of teamwork between consum- wholesalers, how to price and display
ers, retailers,, wholesalers. brokers, cheese to make more money. More
and himself which disposes of this money to .the retailer comes by ren
county’s cheese to wonderful advar.t- dering better service to consumers.
This means selling more of the better
age.
“From 1903 to 1917 Mr. liaberlach cheese at narrower margins. Strange
merely disposed of the cheese he had to say, few retailers believe this until
to convert into money. He did this they have tried it. Part of the ef
work in competition with Wisconsin fective work of advertising is this ed
Belling methods and with a product ucational work that is carried on with
which, like Wisconsin cheese today, the retail trade. It leads retailers to
was mostly after all merely cheese. make more money by selling more
To be merely cheese means that it cheese and does away with the out
differs in quality from time to time worn idea thatthey can make the most
so that no one can tell whether a pur money selling the least cheese. Ex
chase is bringing what is wanted or cessive margins insure light sales.
This is a day of making most by serv
not.”
Mr. Macklin next tells how, with ing most, Gone is the age when mar
the Tillamook product in a fair way can find fortunes. They are to be
to becoming the standard throughout had only by the making.”
the world for this variety of cheese,
The author shows how the buying
the aid of Botsford-Constantii, - com public appreciated the trade mark
pany, advertising agents of Portland “Tillamook” that was carried on each
was obtained to put the product be cheese, and the reaction to this pro
fore the people and create the re tection which he has shown in the
markable demand that has gone out.
following table:
(Continued from Page 5)
ADVERTISING WINS PRIFITS ON WORTHY ARTICLE
Net gain through
Year
Cheese
Advertising expenditure
advertising using
Wis. price as base
produced
shown as
by
Cost
Gain
sales
Grand total
per lb
Tillamook
per lb gain ofr ind.
Value
Lbs.
Cts
Cta
1918
5,036,900
None
.15
.04
1919
6,991,259
.69
.22
2.07
1920
0,436,600
1.25
3.55
.37
6.722,893
1921
1.70
.39
4.65
1922
1.58
6,615,957
.41
6.04
"In 1918 with a standardized aritcle
“Before developing the merchandis
in sufficient quantity to merchandize ing program this table shows that
or Htart Helling in an expert manner, Tillamook prices were below Wiscon
Mr. liaberlach commenced advertising sin. Since putting the program into
cheese under the Tillamook brand. In effect, including advertising as a part
other words, he commenced to build of the work, the prices have not only
effective teamwork from his sales of shot up well above Wisconsin prices,
fice to the final consumer. Another but are continuing to rise proportion
word for the teamwork implied here ally each year so that there is a wid
is simply good will, the kind of satis ening difference between the respec
fied feeling that makes a man a boost tive prices in favor of Tillamook.
er where formerly indifference occu
"During 1922 this difference be
pied the place from which good will tween Tillamook and Wisconsin pric
alone can grow. Indifferent quality es as still further enlarged to .5 cents
and dependability can never find more per pound so that Tillamook farmers
than indifferent consumers and hence received prices of around 30 per cent
receives only indifferent response higher than Wisconsin farmers. Thus
at a cost of about one-half cent per
from the trade.
"The manager of this Tillamook pound for advertising in 1922, Tilla
farmers’ co-operative marketing or- mook farmers in their fifth year of
ganization knew this and acted ac thia work m tted an additional •’ coni i
rordingly. He knew that consumer return per pound.
“The prices of the two regions ere
good will was the most valuable asset
that any marketing organization compared for 1922 in the following
could possibly win. Moreover, to ob tabulation.
"To appreciate what this consumer
tain uide-ptvad and active good will
he realized that it is now cheaper to and trade good will is doing for Tilhi-
introduce and sell a commodity by mook farmers through the operation
suggestion than to follow the more of their co-operative marketing sys-
observe
following tabulât-
costly method of selling by pelsua
■ion. .Advertising instiling bu sug
BARKER BREAD
Also makers of
LUXURY BREAD
('RACKED WHEAT
WHOLEWHEAT
HONEA - FIG HE ALT! I BREAD
ROLLS. BLNS. ETC.
THE INFLUENCE OF ADVERTISING A WORTHY article
Acreage
Acreage
Difference of
weighted
annual
Tillamook
Tillamook price
Year
Tillamook Wisconsin
advertising
above as below
Cheese Board
cheese
expenditure
Wisconsin price
prices
prices
Cts. per lb
Cta per lb
Cta per lb.
1.30 minus
15.09
1915
None
13.79
.81 minus
17.57
1916
None
16.76
minus
.57
24.09
1917
None
23.52
.68 minus
27.05
1918
26.37
$ 2,042
2.29 plus
30.11
1919
32.40
1
1
3.92 plus
25.71
>1920
24,280
29.63
5.04 plus
18.02
1921
26,3 ->9
23.06
6.45 plus
1922
19.34
27,024
25.70
“The facta in this table mean that does what no cheese board ca ever
each dollar spent by Tillamook for ad do for farmers. It represents organ
vertising during the year brought in ization functioning in an almost ideal
1919, $9.41; in 1920, $9.60; in 1921, manner with wonderful efficiency,
$11.92; and in 1922, $12.72. This is bringing better results to farmers and
the big game that Tillamook farmers unrivaled service to consumers. The
are playing, thanks to their organi trade is back of the program because
zation and to leadership that ceased it, too, has learned that real co-op
to damp their product, ceased to com eration is not destruction of worthy
pete with mediocre possibilities of a middlemen but their very making.
“While farmers are becoming en
mere Cheese Board or unsatisfactory
auction method, and began to mer thusiastic about the possibilities of
chandise a superior product in an up- advertising, let this experience of
Tillamook stand out ever sharply in
to-date, scientific, modern- way.
“Tillamook has won success be their minds as a reminder that mer
cause it renders unexcelled service. It chandising is vastly more than mere
standardized product branded "Till its superior PMduct/W
selling It is also far more than mere amook.” It is standardized both as where it was advert^W
Tillamook won a much to nigh quality and in pack.
advertising-
could maintain the gtK>. ■
—
deserved success 3 because during 19
"Fourth, Tillamook cheese, which consumers by enabling Jl
Zra of steady plodding work her
is standardized better cheese, is both
leaders constantly strove to appl> attractively named and appealingly as much of the produ*t, ■
and finally put in force theJ0“0™”* advertised. It has been made known ed at any time.
“Seventh, Tillamook
seven fundamentals of merchandising. to such an enormous number of high
who have produced exJw
“First, the Tillamook organization ly satisfied consumers that the sales
is a co-operative commodity maiket- system has found more than “two had it made by their
ing company owned by dairy fa • ui. satisfied consumers where only one best cheese, have receiZ'
1
pnee for which this ch2*
It renders unexcelled service wi . different purchaser existed before.
to consumers." Afte
great efficiency.
"Fifth, the Tillamook sales organi
"Second, the Tillamook farmers zation has gained the full and hearty quate and stimulati
list the sendees of
who built this system deliver to it all backing and co-operation of the nec
cheesemakers and tl
their product that goes into commer essary distributing trade. In doing
costs of the merchi
cial channels. In fact, it was to have
this it has selected as its workers Tillamook farmers ,,a¥e
the company do all their business that
superior brokers, wholesalers, and re the money for which'Z,
they built it.
tailers who put personality into their sold. They, therefore
“Third, Tillamook farmers deliver work of selling cheese.
premiums which alone /
nothing but the finest milk which is
“Sixth, Tillamook has maintained while for them to turn
made by loyal and ambitious cheese-
adequate year around distribution of | and better cheese.
makers into the superior, Hgidly,
-mt mwi
Success Without Myste
¿Make the Approach
Io your home Inviting
When a car as good as Overland is made better—»
at the lowest price in history—and when people
Welcome it with ringing praise—and call it the
greatest automobile value in the world—there is
naturally no mystery in the tremendous increase u|
Overland sales, both locally and nationally.
ftt the Owriaad 4dwrrts«a»#»r fo tin AprU Hth Saturday Baeatag Fasj'i
WHERE the eye» of visiting frk i rest first, there
signs of wear should be covered a >d brigh'ned up.
Porches and steps can be bright d with Fuller’s
Porch and Step Paint. This pa: t will withstand
grinding heels, scraping feet and > rubbin,..
(louring
Then, for the bouse itself, the pe > a, p>.
ale-
trades, the window frames, etc., there arc Fuller’s
Pure Prepared and Phoenix Pure Paint.These paints
are made of Pioneer White Lead, rate z:i>c, t u e
linseed oil and pure colors, perfectly combined in
correct proportions.
Whatever your painting n ■•■1, W. P. Fuller !: Co.
makes a print for the purp-e Tf.cr. . a local ate
or dealer who sells Fuller paints. Our Service De
pa inert will g'-lly mail a little “Home Service’
booklet. Why not buy your paint, or write, today!
STAR GARAGE
DRtVT AN CVFRtAND IND REALIZE THE DIF
W • P • FULLER & CO.
'
jol Mission Street, San Francisco
IS Branches in PaciAc Coa«t Cities
Factories: Saa Francisco and Loa Ao^elea
r
F uller
PAINTS
I
NEI SON & CO. Bay < > Or-.
GEO. AV. I’HEI.I’S, G. r.baldi,
C-T-C
Tires
Conserti
VARNISHES
\. <
& H. A' PERSON
Nehalem, Ore.
The Better Cord Tire
W as a Natural Development
Few motoriata would willingly pay fancy price« for oil
if they knew rb.” —e kn-'w about Zerolene. which
sells for about half tue price ot many other oila.
Zerolet.c, r.t.ide ft >m selected Naphthenic-Baae Crude
• nd vacuum-distilled by our exclusive process, stands up
better and givea better, continuous lubrication than any oil
we have r-en and tested or be-n able to produce.
One of the best proofs of thia is. that a car lubricated
with Zerolene averages 5% better in gasoline mileage
than a car lubricated with other oila, as shown by repeated
laboratory tests Even more important, Zerolene will
run a car from 2S% to 50% farther before carbon-
removing operations are required.
Insist on Zerolene—even if it does coat leas. Consult our
Correct Lubrication Chart to determine the correct oil for
your car.
STANDARD OIL COMPANY'
C-T-C Cords are as important a develop-
Hc tires
°rdir'lry cord tires ovcr fab-
I. ' i! . ,
comme to the north,vp
rr.-ud : re a
‘
;
.
k ft ”, >•?■-? .17
_,or. ,T-C s to plan, build and
, ‘■«va.'.e way even before their
° e.ree’ a»d
»he most im-
, plant in America.
Structee. sidewalls «e^oshMk bC'd
«m-
leng staple combed co ton * hand's 1^' rubbers and
proved compcundinr and
ând'b“dt processes, im-
non-skid tread that th?.. H ttmi'fla*> wear-resisting,
marked
“ these “»Provements are definitely
mum ntikL'under^O^k?^«^ advan,a«e of maxi
dr »he cord*, you are noW1d“< “?a^.,han Prescribed
nding comfort ar.d reduced
P“9 means greater
expense on your car
M and ,ear and upkeep
30.3', ..u ' , Tc'i.'n
upply fresh bread every day.
BARKER BREAD CO
PORTLAND, ORE.
■™rrsw^ríranníiMf»fasi»«wsra
Cenge Ml
geödeter ¡M
30.3 and
NELSON ELECTRIC co
"OKU.'^Corpora non