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Something to Remember You By!
IN the golden age of post war activities, established business will once more woo with dulcet tones the customer it must so ruthlessly turn down today. When that time comes, it may well find the object of its affection a fickle public. Its handsome rival for the fair lady's hand is even now pressing its suit with promises of a story book ending. The consumer lends a willing ear to rosy promises of new things to come, new products to replace established order. While the one and only original is off to war, its ri\2Ll— substitute is the current name for it— establishes a place for itself.
What will happen when the two mortal enemies meet face to face? Will the old once more fight the forward march of progress, go down to inevitable defeat?
Will the owner of a lumber yard stick to his two-by-fours, reject newfangled metal alloys, clays and concretes? Will aviation seriously alter the railroad passenger and freight business? Railroads with heavy investments in aviation lines will win, no matter which way the tide runs. Will established business take over the tremendous future for plastics? Will it stake its claim in the field of dehydrated foods? To shift with the tide is to endure. Resistance is the first step to erosion and obliteration.
Manufacturer or small retailer, each has a single function in the economic system. His real business is to make money. The product is but a means to an end. By absorbing the new, he widens his own personal business horizon. And the cards are all stacked to his advantage.
He has more than the advantage of credit, location, space, customers and knowledge of trade practices. He also has the general acceptance which advertising has built up to carry over to new products. To maintain that consumer acceptance is the advertiser's wartime job. With it he lays the ground work for public approval of new products, maintains his market for established lines.
To build respect and confidence, in other words, a backlog of good will, takes more than an occasional gesture. It's the long pull year in, year out. And what is the accepted medium for building good will? Business itself gives the answer. Since Pearl Harbor, the steady increase in the volume of radio advertising shows that radio is the man for the job. Both old and new accounts find that radio is the all-purpose advertising medium. Why? Because it gives people something they valueentertainment— by which to remember the advertiser who makes possible its favorite pastime!
SEPTEMBER, 1943 293