by definition. On the other hand, these statistics are only 

 true if we continue to sell fish at the same low rate as today. 

 He then concludes that in the next 10 years the size of our 

 market will increase by 25 percent; Americans will have 75 

 percent more money to spend on food; we are going to have 

 more products to market than at the present; and the important 

 point for the American fishing industry to remember is that 

 the housewife must be presold before she shops, and this will 

 be tough to do because there will be more competition for the 

 consumer dollar. 



Dr. Wendell Earle presented a stimulating discussion of 

 "Marketing at a Profit." The thrust of his argument was that 

 there are bound to be changes in marketing practices in the 



A shrimp catch of over 500 pounds being landed aboard 

 the charter vessel M/V Yaquina in Yakutat Bay, Alaska. 



next few years; these will not be radical but will involve further 

 evolution in the growth of the frozen and convenience foods 

 markets. Dr. Earle, critical of present-day practices, quotes a 

 speaker who wrote of marketing men as men persisting in mar- 

 keting a product as though the population was made up of 

 "white Protestant, middle class, young, suburban corporation 

 executives and their wives," when in fact present-day markets 

 are composed of many quite distinct groups, each a separate 

 market. 



His picture of the great numbers of Americans who do not 

 eat fish at all, or very seldom, strikes at the heart of the market- 

 ing problem of the fishing industry. 



I would say after hearing his arguments that Dr. Earle ac- 

 cuses us, and I judge us guilty, of utter complacency. His 

 answer to the industry's problem is that we need more out- 

 standing products and an advertising program of greater mag- 

 nitude than that now underway. Here he is not talking about 

 increasing the industry-wide promotion allowance from 

 $50,000 to $ 100,000 per year. He talks in terms of $500,000 

 per year. I think he is way too low. 



I am well aware of the advertised brands expenditures for 

 advertising canned and frozen fish. But the industry is still 

 essentially composed of small businesses, so it seems obvious that 

 they must join with the larger components and support a signifi- 

 cant program. I don't believe this is being done now and, 

 obviously, neither does Dr. Earle. 



He raises another very significant point. In again quoting 

 a colleague, he points out that profits come from three sources 

 in the food chain: the markup on commodity, improvements in 

 production efficiency, and increases from marketing services. 

 He believes the fishing industry is neglecting the profits to be 

 gained by marketing services and his arguments seem sound 

 tome. 



In summary, Dr. Earle presented stimulating arguments 

 which tend to corroborate the consumption statistics; we are 

 not doing a very good job of marketing our products; we are 

 overlooking profitable ways to improve the marketing; and we 

 are not putting one-tenth enough effort ( money ) into industry- 

 wide promotion. With these arguments before us, there is 

 little wonder that the per capita consumption of fish remains 

 constant in the United States and Canada. 



Mr. Murray Wheeler, with Mr. Frohman, reviewed some 

 excellent advertising and promotion work done the past year. 

 I must confess that his report was most encouraging. There 

 can be no question but what well-supported promotion and ad- 

 vertising will sell high-quality fishery products. My resume 

 of this section of the marketing presentation Is that there is a 

 great enthusiasm, a tremendous opportunity — an opportunity 

 which requires two things: a greater quantity of high-quality 

 fisheries products for the market and increased support by the 

 fishing industry of marketing promotion and direct advertising. 

 I am reminded here of the oft-repeated poem about the cod- 

 fish. I believe our marketing experts have mentioned the 

 promotion activities of the poultry and dairy people. \\ hat 

 they meant to say is that we in the fish business could do a great 

 deal more crowing. I think we can, too, especially when I 

 think of the poem about the codfish and the hen : 



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