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swer is obvious. Already some of the ground exists to-day for the criticism leading manufacturers are making in- this advertising man offered; for it is quiry into the practicability of special quite true that a great many automoforms of self-propelled vehicles for use bile advertisements bear

close rein agricultural districts, and particularly semblance to one another, precisely as on large farms of the West where long the automobiles themselves do; but we distances have to be covered by the also note that the most successful auowners, managers, and foremen on their tomobile manufacturers to-day are among tours of inspection.

those who have done the best adverSome modification of present designs tising. for this special use is strongly indi- Take up any leading magazine and cated, and we confidently expect in the look through the automobile advertisenear future a part of the advertising ments. You will usually find a tradeof the more prominent makers will be mark and a cut of the car followed by designed to engage the attention of ag- more or less talk about reliability, proriculturists. We do not here of course, gressive methods, perfection of construcrefer to traction machines for the more tion, strength, durability, luxury, simrapid performance of actual farm work, plicity of operation, etc. Then somewhich are already well established, but thing follows about catalogues, the manto cars intended for the conveyance of ufacturer's name, branch houses and so passengers.

Almost any one of the advertiseNow a word as to the character of ments to be thus classed would be contemporary automobile advertising: strong if read alone by itself, but in

A year or two ago an enterprising the company of others closely resemadvertising man sent out a circular let- bling it, force and impressiveness are ter

to automobile manufacturers in lost. Perhaps three or four of the leadwhich he claimed that no one car oc- ing makers are really original and concupied a leading place in the automobile vincing in their announcements,

but field for the reason that none was prop- at least a few of them could almost erly advertised. The current advertise- swap advertisements with each other and ments of the day, he said, all looked hardly lose thereby. alike, said about the same thing, and A notable exception to the general were so similar.generally that one would sameness of automobile advertising is suppose them to be made up by the same found in the announcements of some of person. None of them, he thought, was the electric carriage manufacturers an eye catcher and none possessed any whose respective lines differ from those magnetic power of attraction; in fact, of any other make and afford excellent he thought automobile advertising in opportunity for strong and convincing general was not the least convincing. In talk. This opportunity in one or two contradistinction he cited the leadership instances and especially by the Electric of certain cereals, soaps, washing pow- Vehicle Company, makers of Columbia ders, lamp chimneys, collars, whiskies, electric and gasoline cars has been made etc., as being due entirely to the origi- much of. Credit must also be given nality and force of the advertising put certain manufacturers of gasoline. cars, out by their respective manufacturers. notably the makers of the Columbia,

It would be rather hard on any au- Franklin, Olds and one or two others tomobile to assume that its possible who have taken advantage of special leadership would have to depend wholly performances in the way of record runs, on advertising, leaving the actual merit endurance contests, hill climbing feats, of the car entirely out of the question, and so on, to set forth strong and tellbut we must admit that a good deal of ing arguments. Actual performances

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DAVID R. FORGAN, President Chicago Commercial Association.

President National City Bank of Chicago.

Address of David R. Forgan

President of Chicago Commercial Association, Delivered at the International Live Stock Exposition

Chicago

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word on the people's lips; the greatest thought in their minds, the greatest desire in their hearts. But through the unconquerable spirit of the American people that thought and desire became a glorious reality never again to be questioned. Today another word representing a different thought, but one of equal importance to the nation, is not as clearly in the minds and hearts of the people as it ought to be. That word is “Interdependence.” Not until that word is better understood by the various sections and classes of this great people will the unrest that is the chief characteristic of the hour give place to the peace and contentment which ought to follow our unrivaled prosperity. When the interdependence of the great city and surrounding country, of the manufacturer and the consumer, of the railroad and the shipper, of the capitalist and the laborer, is better understood and more fully recognized, it will be a happy day for the country.

“No man liveth unto himself," the Bible tells us, and if that is true in the moral sphere, it is eminently true in the business world. All modern business is interdependent. The question is often asked, “how long is this business prosperity going to last?" and the answer which goes nearest to the heart of the matter is “just as long as the agricultural interests are prosperous," for the crop raiser and the stock raiser are at the foundation of the entire structure. Tonight, therefore, the Chicago Commercial Association, composed of 1,300 commercial houses-comprising practically all the business interests of this great city--comes here to gratefully

acknowledge our dependence on the live stock industry, and to cordially welcome you, its representatives, to this great city which you and we together have made great and world-renowned.

We congratulate you on representing the greatest single interest in the country. According to the estimates of the last census there are 150 million head of live stock in this country valued at over $3,000,000,000. What that means to a banker like myself is clearer, when I reflect that the entire stock of money in the country, paper and metallic, in banks, in the U. S. Treasury, in the pockets of the people, and hid away, all combined, is not nearly enough to buy or pay for these animals. Over 16,000,000 head is annually received at the Union Stock Yards of this city, and their value is about $300,000,000. What that means will be clearer to you grain men, lumbermen and wholesale dry goods men, when you reflect that it is more actual value handled than the value of your three great lines of trade in Chicago combined. The relation of this great industry to the continued growth of Chicago is vital.

Over ten per cent of our population gets its living directly from the Union Stock Yards, and perhaps as many more indirectly. Anything, therefore, which affects this great industry, whether adversely favorably, vitally affects every phase of our commercial and financial life. If it is attacked Chicago should at once assume the defensive. If injustice is attempted towards it Chicago should be indignant. If it is lied about Chicago should denounce the liars and fight for truth and fair play. On the other hand, Chicago should encourage, endorse and support every agency looking to the improvement of

or

the conditions surrounding the industry, and the betterment of its product.

I know very little about the business of breeding and feeding stock, and you will not expect me to enlighten you on the subject. Indeed, like many others, I give but a daily glance at the newspaper headlines referring to this great market. By these I am sometimes given the startling information that “Sheep soar skyward," or the more ordinary news that “Cattle are dull," which I have always thought they were; or I learn that "hogs decline”—which in view of what you do to them here is just what I would expect, and I don't blame them a bit for declining.

But a man need not know much to know that everything is a science when you go into it. Our population will increase, but our area of cultivation cannot expand proportionately It stands to reason, therefore, that the only hope of the future is in the study of the science of increasing both the quantity and the quality of the corn and the grass, and of the animals which are fed by them. And so today we have our Agricultural College where our young

are taught scientific farming and stock raising, and we have

this magnificent and truly International Live Stock Exposition where the results are displayed, and where the best incentives to competitive excellence are furnished

The wide difference in price and profit between scrub stock and the improved breeds of live stock, and the folly of raising the former when it costs no more labor or expense

to raise the latter should be impressed upon the farmer and breeder in the most forcible manner. No more effective means of doing this could be found than this great annual display of what is best in that line from all the world.

The men who subscribe to this Exposition, those who work hard for its success, and the exhibitors, especially those from foreign lands, all deserve the thanks of this city and of the country at large.

Speaking for the business interests of Chicago as represented by the Chicago Commercial Association, it is my privilege to cordially welcome you to our city, to bid you Godspeed in your great and important work, and to assure you that we are with you, heart and soul, in all that tends to advance our mutual interests.

men

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Piccolo Points on Preparation in Salesmanship

By W. N. Aubuchon (Piccolo)

I

T is said that "Reason is instinct in

the making." At any rate most of that which we think at a given mo

ment, or of what we say, is prompted by an instinctive and instantaneous adjustment of our accumulated store of ideas, to the solution of the questions at issue.

We do not have time, on the instant, to reason deliberately. To bring to a perfect state, this quick acting instinct or intuition on which we must rely at every turn when prompt decision is demanded of us in salesmanship, there is required that we fill the mind with pertinent facts and reasons beforehand.

This is the work of the hours when we are not making direct application of our intuitions in answering questions, displaying merchandise, and offering argument.

No opportunity which will afford an addition to our knowledge of human nature and merchandise, or the art of salesmanship, should be permitted to pass without drawing from it all the material possible. "The man who knows the maxims of law, knows law."

No man is so capable of meeting opposition, and overcoming it as the man who has thought out the problem long before, has viewed it from all sides, and in his own mind raised objections and answered them.

The very best plan for the salesman, is to take a pen and write out his thoughts pertaining to the subject. Some men will be surprised at the really poor showing they will make of their knowledge, when it is put down on paper. Where they imagine that what they know of their merchandise and of selling goods will fill a book, they find that one small page is about all they can get together.

How often a strong argument comes to the mind when one is not with the customer and how carelessly the salesman permits the useful thought to fit by without registering it. If he would merely write it out at the moment in a memorandum book, it would be impressed upon his mind and become an available part of his stock.

"Too much trouble. I prefer to rely in the ordinary manner upon my meniory." But memory is a treacherous servant, unless it is bound by hard and fast terms in the contract. We do not remember enough of the right kind of argument, and failure is so often due to forgetting the right thing to say at the right moment, that it is time we waked up to the need of binding our memory to serve us properly.

Is it worth ten days close study of a proposition, to be able to sell during the next ten days as much as we would ordinarily sell in three months ? I think so.

I always find that I can talk up a proposition to a buyer more smoothly, earnestly and convincingly after I have given time and thought to elaborating an advertisement or a booklet dealing with it.

In writing it out, there is a need of discriminating between the important and the unimportant features of the merchandise. There is need of explaining its values, its advantages, of showing in plain words how and where it can be sold at a profit.

The uninformed and ill-prepared salesman expends too much time on the unimportant features and is likely thereby, to completely lose the thread of his argument. He either forgets the important parts or neutralizes their effect by tiring the customer.

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