We have conceived it to be our duty to inform the users of anthracite coal of the state of affairs, in order that an enlightened public sentiment may operate to fairly adjust the conditions which will arise, and which must be discussed and determined within the next few weeks.
If, after such presentation, the users of anthra cite coal say it is our duty to make a large advance in the income of the miners and others employed in the industry, and are prepared to meet the ad vanced cost by paying a higher price for coal, now is the time to say so, and we can meet the issue on that basis, but if the anthracite coal using public is opposed to such concessions its voice should be plainly heard.
The coal operators desire to deal justly with their employes, granting every fair request, but they• also deem it their duty to protect the coal consuming public and to conserve its interest, just as they propose to protect, so far as possible, their own interests.
12. Advertising an industry.—A few years ago a company which manufactured coal-tar products de cided to advertise. Coal-tar pitch is used in laying tar and gravel roofs. These roofs must be put on by a local builder or roofer. On this account, it was desirable to advertise, and, at the same time, advertis ing was rendered difficult. Among the people en gaged in the business there was no generally accepted standard for the use of this kind of roofing material. Some of them found it easy to save a little money, as a badly put on roof did not show until after the weather had had a chance at it. As a result, manu facturers suffered from not selling as much material as they should, and the public suffered thru not know ing how to get the best results from • the materials.
This, then, was a problem which advertising was ex pected to solve.
The firm finally conceived the plan of a standard method for laying tar and gravel roofs. The com pany consulted engineers and architects, and the best method and the proper proportions of materials were specified. The specifications sent out by this con cern did not call for materials made by themselves. There were other materials on the market, but this company handled so large a proportion of the coal tar that it could afford to promote the entire industry. Further, the fact that the name of the company was put on the specifications would naturally suggest their products. Under this plan advertising was be gun, not of any particular product, but of a method, calculated to result in a job. Architects and build ers were quick to see the value of such a plan and to adopt it. A great improvement in the condition of
the coal-tar roofing industry was brought about and an increase in the consumption of this kind of roofing material was immediately noticeable.
A recent tendency shows that some industries thru their national associations are beginning to advertise nationally. They wish to create public opinion in favor of a certain type of product or service and thus enable the local distributers or stations to push for direct sales.
The Society for Electrical Development, for ex ample, carries on a national campaign known as.
"America's Electrical Week." Each association prepares a suitable slogan and poster to be used thru out the country, while at the same time a national ad vertising campaign is carried on thru the magazines and newspapers. A typical advertisement is that shown in the Electricity's 1916 poster. Over 200, 000,000 reproductions of this poster were used to ad vertise "America's Electrical Week" thru newspa pers, magazines, lithographs, cards and stamps. By this means the whole industry as well as the public generally have their attention drawn to the service of electricity. An excellent opportunity is offered for the local companies and appliance dealers to push for business thru "celebrations," window displays and selling campaigns.
Another example of this kind of publicity may be found in the advertising of the California Fruit Grow ers' Association and of the National Dairy Council. The latter, shown on page 193, is a recent convert to this form of advertising and is of special interest since the products in question are used universally.
13. Change in the public's attitude.—It is to be noted that the tendency to influence public opinion thru the columns of paid advertising is increasing. It is supplanting. the more indirect way of influencing readers thru the "news item," "editorial comment" or "feature article" which have their origin in a bureau of publicity or in the publicity office of a business cor poration.
The business man by his high grade advertising has not only created an open mind toward merchandise on the part of consumers and dealers as such, but he has established advertising as the standard method of influencing public opinion in general. That educa tional copy predominates in all the different uses to which publicity copy is put, is significant of the pres ent attitude of the public. The people desire to learn and ask only that a good article, an enlightened policy, a sound platform or worthy motive be honestly rep resented before it decides to buy or express its opinion.