INTERNATIONAL1FALLS PRESS •PAGE FOUR t- THE INTERNATIONAL FALLS, PRESS SAYS ADVERTISING IS NOT MYSTERIOUS •W' A -MC .-w -.Tfc .. .... .v -C AND BORDER BUDGET Expert in Sale* by Printer's Ink Asserts ONE of A. RcsuItsAre Sure When Causes J. MINER, Editor and Manager S' Are Right.- S- itcred at tkie Post Oflce at International Fall*. Wan., as Second-Class Matter Depression in Sales, Averted When SUBSCRIPTION RATES: U. S., $2.00 FOREIGN, $2.50 PER YEAR Buyer Is Spurred to Act Through The BEST Conviction. Northwestern AdvertSiinf Representatives -v Minnesota Select List Editor's Note.—James jD'Shaughnessy 789 Exchange Bank •..".215 South €th Street is executive secretary of the American St. Paul -.V' Minneapolis Association of Advertising Agencies, Rice and the greatest organization 4n the Hutchft* Foreign Advertising Representative A. Th Problem's Heart. world" of professional advertising experts. THE AMERICAN PRESS ASSOCIATION He has lived advertising for "In order to sell our surplus in foreign Right here is one of the many years and is confident of his markets, which is absolutely vital ft AMERICA'S SURPLUS facts. In view of the fact that every to our domestic prosperity, we must American ciiizen is directly influenced DEMANDS MOVEMENT greatest values offered in many seasons. make corresponding purchases abroad. by some form of advertising the following should be read with interest. Imports must pay for exports trade Foreign Purhases of Production Must A comfortable yet stylish oxford. both visible and invisible must balance- Be Retained or Ruin Is Near, Says What then can we purchase? Advertising is a force for'business Expert. .. It is obvious that, for the security and much the same' as many other effective JVfeejfafe of our own agriculture alnd forms of human 'effort'. ~T£ffdjt of Si--- Sale of Final 20 Per Ci^ ?)n$j»stipr, our purchases in foreign- itself is not always sufficient as we all Brown kid, with rubber lift on a Cuban heel. mmm Production Carries Prol markets must consist, as far as possible, U* know- Effort in business lhould be for Total. of raw materials and merchandise marked by intelligence, diligence, and Sizes 3 1-2 to 8. Widths A to tj)4 which do not compete with-our Continuity. BY O: K. DAVIS, own products. But the quantity of Advertising is as simple as it is D. Priced right at .0t) noncompetitive raw material and also complex. It may therefore be Secretary, National Foreign Trade merchandise which can safely be imported easily dabbled in by anyone with Council* in the 'United States at the money to spend. As a^ result it is often present time is definitely limited and 0. M. CARR & CO. employed -without proper knowledge cannot equal the volume of our own or necessary study. Editor's Note.—O. K. Davis, secretary products which, we believ^, it is of the National Foreign Trade To make the statement without explanation Council,' has returned recently from necessary to sell abroad. If, therefore, that advertising is a cure South America where he made an extensive we are to avoid industrial stagnation for business depression would invite "THE STORE OF QUALITY' survey of the possibilities for jt home, we must try to maintain the hasty resistance of many otherwise trade expansion. The situation there a steady excess of visible exports well informed. is similar to the situation in many International Falls, Minnesota over visible imports, until such other lands. Mr. Davis .has combined It is true, none the less, that advertising his information from world hivjestigations time as the increased power of consumption properly used, can prevent and the result he has put tersely of the United States enables business depression and when a business in the following article. us to assimilate the excess of depression Occurs it can bring visible imports which our position asa business out of its depression. The property of the people of the creditor nation makes inevitable Business gets into a depression because being noticed until the sales figures Pacific Coast fruits. If the advertising people to come into the store. United States depends fundamentally sooner or later. of a lessening of active desire reveal the result. of these fruits were withdrawn To stop advertising or to reduce the upon the ability of our manufacturers This* present excess of visible exports for commodoties. Many athe.r things If the sales are good today, it is and the people of the East were no amount of advertising is to stop asking and other producers to sell substantially over visible imports cannot be a^e talke'd of and the governing fact easy to think the sales will be good longer urged to buy them, desire for people to come and buy or to ask alt their product. It is the sale of liquidated by gold importation—there becomes absured.' .. tomorrow, irrespective Nearly every them would pass and several hundred less people to buy or to ask people the last 20 per cent which determines is not sufficient gold available, outside Business is buying and selling- It business man thinks in that comforable million dollars annually would slip less persistently to buy- Everybody the profit for the whole operation. of the United States—nor would is an effect not a cause in this consideration. way. over to the depression side of the needs to be urged to do anything. Only as our producers sell substantially it help American agricultural or industry ledger. When people are urged to buy more Normal in High Gear. all they produce, can they occupy if such importation could be Depression Ignored. than formerly, that in turn is an urge As a matter of fact business, as we If we think of business as being their plants'approximately full made. I believe this liquidation can Some businesses always going on to increase their buying power. know it, is normal when in high gear. time and thus give steady remunerative merchandise in motion, it is clear to be accomplished safely and profitably regardless of depression beause people Advertising is never an expense. That is, when people are buying more employment to labor. This applies see how advertising has the potential only by the importation of securities continue to supply some of their It is either a form of waste or an than they have to have- of a remedy for depression. to agricultural production as that is by the sale of foreign securities wants and they have continued wants. economy. If intelligently done it is People want many kinds of goods well as industrial. If nobody buys anything there isn't to American investors. If people buy less clothes -in the the safest investment known to business. packaged to suit their present taste. any business. The merchant who tries As a result of plant expansion during To Maintain Balance. course of a business season than they It is a waste only at the hands If the people receded from that high the war the productive capacity hardest intelligently to sell, usually This method would not only maintain did the same season last year, the of the utterly incompetent. of the United States is far in excess degree of taste, in the matter of packages sells more than the merchant who the current trade balance, and so clothing business is depressed, and When business is dull advertising of the requirements of the domestic for merchandise alone, it would doesn't try so hard or so intelligently. tend to prevent further distortion that condition passes along to .the should begin or if advertising is going pull business down toward depression. market. Either the surplus must be Advertising is a method for multiplying of the exchange, it would also have a other lines of trade. on, it should be increased. There sold in foreign markets or production The cost of the modern or fancy package the sales effort of the merchant beneficial effect upon the present exchange All lines of trade articulate to the is no surer remedy for business depression must- be curtailed. There is no other is part of the quantity that makes and the manufacturer and also situation by reducing the huge body of business. than advertising because it up the volume of business necessary alternative. If the surplus is thus of the producer from the soil. excess of exports built up during the Every line of industry is therefore is properly within the economies of for today's prosperity. Business oper-v sold, we shall have occupaton, activity, -When business is dull, additional last six years, ^hich excess is, itself, affected by a depression in any line business and it is a remedy available ates always, on the plane of present prosperity and, satisfaction. If it desire to make sales prompts itself a prime factor in produc-ting the present of industry. to every business man. time. is not sold, it will not be produced and to the mind of even the dullest seller. disparity of exchange. Everybody meets everybody else on When business men will give less The wants of the people or their we shall have unemployment, stagnation, By using advertising properly/the American investment in foreign some nerve of the market. brooding -thought to cryptic phrases and disaster at home. desire to buy cannot lessen without merchant multiplies his sales effort- securities is the most practical and The difference between what is called of, financial leaders and use their common lessening business volume. I am inclined to believe that upwards Advertising means that the merchant effective method of dealing with the a business depression on oDie hand, sense more aggressively, business of 25 per cent of the goods A return to the simple tastes of our can talk to thousands of people current situation, that has been suggested. and what is called business prosperity depressions will be short lived- fathers, would pull the peak'of later which the United States is capable every day. The more thousands to It is not an artificial device on the other, i^eed not be very prosperity into a slump. of producing could now be sold abroad whom he offers his goods, the more designed to suspend uniformly the operation large in figures an*d yet very large in Advertising creates or subdivides with immense benefit to every American Press want ads. bring results. Try sales he makes, and the more business of economic law- It is a results- and multiplies the number of people's them and be convinced. whose labor and machinery would is done. thoroughly sound measure wholly in It is estimated that a 12 per cent wants and thus produces business contribute t^, the production of the No Mystery Here. accord with economic law. shrinkage in sales volume is sufficient goods. It certainly seems reasonably growth. The elements in business There is therefore no mystery about Every time a loan is made to a to make the difference between prosperity growth are the same wether Order Your Needs From the clear that foreign trade must take a business depression. It is just a foreign government, city, or industrial and panic. This figure may not Nursery Farthest North over that last 20 per cent of our proT from a low level to normal or from time when fewer dollars worth of enterprise, the foreign borrower obtains be exact, perhaps 10 per cent is nearer THE BELTRAMI NURSERY ductve capacity, on the sale of which normal to a higher level. goods are sold each' day-in the average possession of American dollars. the correct figure. Otto Brose, Proprietor. 17 years Power of Ink* the prosperity of American industry store. The result inevitably is to improve a resident of Beltrami County A small falling off in buying therefore, and agriculture depends. It will not Advertsing has made people in the If more people went into the store, the exchange situation and to enable Bemidji, Minnesota. may be fairly interpreted as a be sufficient for us to export as much East, for instance, want the Pacific more goods would be sold. The law the foreign borrower to purchase depressed condition in business. The Gardeners, Nursery Men, Florists as we exported in 1913 we are already Coast fruits. The people in the East of averages insures that. A simple American products. It thus becomes effort put into selling may be slowed Complete Line of doing more than that. The foreign could have continued to be well fed, remedy for getting more people into apparent that the American investor General Nursery Stock up as much as 10 per cent without and healthy, and content without trade of the United States, both exports the store is to invite and urge more who purchases foreign securities is and imports, has been larger in directly aiding the export trade of the volume in 1921 than it was in 1913. United States. Such loans have, in et in spite df this fact, we are everywhere the past, been fundamental to the expansion greeted with pessimistic statements Spring Dresses of British and German foreign that our foreign trade has collapsed trade. Where British money has and that our contmercial isolation been invested, there have gone British is now becoming complete. The railroad equipment, British power truth of the matter is that the productive plants, and British industrial machitfery. capacity of the United States has been so greatly increased since Spend Loans Here. 1913 that our formal "normal" exports It does not seem as though American are not nearly enough to enable Spring creations in diresses set a new beauty standard. When investors "in foreign securities our factories and farms to operate have as yet fully realized the close profitably at full capacity. you actually see the artistic styles, the ingenious designing por­ relation between foreign investments and the promotion of foreign trade. trayed in the many beautiful models we now have on display, you /F American investment bankers have, "The 'Second' perhaps, not yet been fully will agree with us that spring, this season, is to be ushered in with aroused to the importance of Coming of no lack of freshness and splendor in apparel. seeing that some portion of the money loaned by American investors is devoted, Christ' SUITS where possible, to the purchase of American products- While it is more or less true, as an abstract principle, REV. A. W. MacNEILL that all American loans to ^foreign That Reflect the New Style Tendencies Bethlehem countries tend to benefit the present exchange situation, regardless Church where their proceeds are spent, the Cleverly designed and exquisitely trimmed suits, made from fact remains that the exportation of specific industrial products- can*be finest materials, are featured in our New Spring Styles. These Sunday Morning, 10:30 more certainly stimulated and rendered suits are the result of skilled workmanship. All our spring suits permanent, if definite understanding is reached that a certain portion emlbody newest whims and are carefully priced to come within the Saxophone solo by Edw. Stads•old. of the loan shall, if possible, be reach of moderate pocket books. used for the purchase of American products. Especially is this true of Selection by the Choir. loans .effected for the construction of The new Tweed suits, in homespuns and Kelly Kloth are here public utilities. very popular prices. Certain it is that the agreements SUNDAY EVENING, 7:30 for such loans should provide that where work is to be done, American Established in 1904 by Mitchel Burton What*8 the Use firms, should have an equal opportunity with all foreigners for bidding' on ot Religion?" the proposed undertakings. It would be equally desirable if our foreign loans could be used to secure such legitimate changes in the administration of foreign tariffs,- as to insure International Falls' Fastest Growing Store "r~- equality of ppportunitjrfor American tv products ,in competition withwthe exports of all 9ther~naHons.