PAGE SIX
THE UNIVERSITY DAILY KANSAN
FRIDAY, MARCH 30, 1928
Making New Markets With Printer's Ink
One of the most striking changes of the past 15 years is that which has come about in the important business of housekeeping. In this short time the broom and the washboard have vanished from the housewife's coat of arms, and the comic pictures in which Mary hurls the flatiron at John don't ring true, as they once did.
Broom, washboard and flatiron have given way to suction sweeper, electric washing machine and electric iron. And Mary doesn't hurl the iron at John any longer, not simply because it's fastened to a cord, but because she's taking no chances with it.
with long-established markets, quickening their turnover, protecting them against inferior merchandise and benefiting them in many other ways. national advertising is constantly creating markets for new merchandise and opening up new channels of trade.
What has brought about this new and agreeable state of affairs? Well, how did Mary happen to buy that new iron which has proved such a boon to herself and John? She saw it advertised, of course. And the multiplied Marys of today represent a great market created largely through national advertising.
No wonder the alert retailer and the wholesaler have come to hold national advertising in high esteem—for besides making easier for them the sale of goods
It is because America reads advertising that the new idea today so swiftly supplants the old. Advertising changes deep-rooted habits. Advertising sets new and better standards. And all this it does with amazing swiftness-for advertising speaks to millions simultaneously.
The safety razor, the player piano, massage cream, the glass baking dish, wallboard, fireproof roofing, the talking machine, soap flakes, canned soup—one could go on indefinitely extending the list of products which today testify to the ability of national advertising to create new merchandise demands.
There is probably no industry today for which advertising has not blazed new trails. There is no merchant, wholesale or retail, the scope of whose business it has not greatly widened.
But the main thing which advertising does for the retailer is to speed up his turnover; that's what makes him a profit