May 1, 1913.] 



THE INDIA RUBBER WORLD 



397 



mobile siiows for the present season, was the object of 

 a good deal of attention, because of the question which 

 has recently been discussed among manufacturers of 

 automobiles, tires and other accessories, whether or not 

 these big auto shows really pay. Their cost to the ex- 

 hibitor is undoubtedly large, and the contention that they 

 interrupt the regular and orderly work of the manufac- 

 turer, and demoralize his staff generally, is unquestion- 

 ably well founded. But, on the other hand, there are 

 man\ oinious advantages in this annual exploitation of 

 the automobile and allied industries, and, while probably 

 the greater part of those who are personally interested 

 in them acknowledge that their cost is excessive, so far 

 the number of those who advocate the discontinuance of 

 these shows is far smaller than the number of tlKjse wdio 

 are disposed to go on with them. 



Without going into the subject as a whole, one phase 

 might be pointed out where undoubtedly there has been 

 a large element of waste, and w'here economy could be 

 practised without the slightest detriment to the industry, 

 or to the success of the exhibits. The element of waste 

 referred to lies in the lavish and indiscriminate distribu- 

 tion of expensive advertising literature. .Many companies 

 have been accustomed in the jMst to printing a large 

 number of different catalogs and booklets — sometimes as 

 many as lifteen or twenty — many of them generous in 

 size and expensive in character. These literary offerings 

 have often been piled up on stands at the front of the 

 booth, where whosoever would could help himself, the 

 only limit being how many he was willing to carry away. 



If all visitors represented paid admissions, and came 

 to the exhibition with a serious desire for automobile and 

 tire information, it would be a dift'erent matter: but, in 

 view of the fact that many thousands — and in some cases 

 the large majority — of the visitors enter through com- 

 plimentary channels, and attend the show simply because 

 it costs them nothing, it is quite obvious that in the 

 throngs that crowd the aisles there is a large percentage 

 of people — boys, girls and those in indifferent financial 

 circumstances — w-ho could by no stretch of imagination 

 be classed among possible automobile buyers ; and yet 

 these are the people often who carry away the greatest 

 weight of expensive literature. 



Assume, for instance — and it is a conservative assump- 

 tion — that during a week's exhibit 5,000 finely-printed 

 and attractive booklets, costing ten cents each to produce, 

 are carried away from a single booth by the visitors to 

 the show, and that only 20 per cent, of the literature so 

 distributed falls into the hands of those seriously inter- 

 ested in the books they take. That leaves a waste of 80 

 per cent., or $400, on the week's distribution. 



Of course, it is not possible in distributing advertising 

 to eliminate all waste, but it is possible to reduce this 

 waste to a minimum. Elaborate catalogs and other ex- 

 pensive booklets can be kept where they are easily avail- 

 able for distribution to visitors who by their manner and 

 inquiries, appear to belong to the class of possible pur- 

 chasers, while inexpensive offerings will often serve just 



as well — and sometimes ver}- much better — to appease 

 the general crowd that surges up and down the aisle. 



As an illustration of matter suited for the general 

 visitor, a map, issued by one of the tire companies at the 

 .\ew York Automobile Show, might be cited. It was 

 y leailet showing an excellent map of the center of New 

 York — sometimes referred to as "The Tenderloin" — and 

 giving the location of all the principal hotels and theatres. 

 This was something that not only interested the visitor 

 from out-of-town, but also appealed to the seasoned New 

 Worker, as even the city man who has spent his life in 

 the metropolis often finds himself ignorant as to the exact 

 location of some new hotel or recently erected theatre. 



To distribute advertising with nice discrimination is 

 very much of an art, but it is one worth cultivating, as 

 it often means the difference between the success or 

 failure of an expensive exhibit. 



That the drastic Underwood Tariff bill, as far as it 

 relates to rubber manufacture, will hurt, is patent. Any 

 ajjjieal seems a waste of effort, however, and the trade is 

 grimly taking its medicine and looking to the future — 

 perhaps two, certainly four years hence. 



That the lirm of George A. Alden & Co. may emerge 

 from its troubles and again occupy its former position of 

 influence and helpfulness, is the sincere wish of the rubber 

 trade of the world. It is within the memory of many 

 now in active business, when every rubber manufacturer 

 in the I'nited States w^as dependent upon both banks and 

 rubber importers for credit. Geo. A. Alden & Co. did 

 their part to the extent of millions of dollars. Their 

 history embraces the "carrying"' of scores of companies 

 until conditions became better. The assistance that they 

 unostentatiously gave to others should in full measure 

 be given in turn to them. 



The election of George B. Hodgman to the presidency 

 of the Rubber Club of America is an event upon which 

 the association is to be congratulated. Mr. Hodgman, 

 a former president of the Rubber Sundries Manufac- 

 turers' Association, an active member of the New York 

 Chamber of Commerce and director in the Rubber Manu- 

 facturers' Mutual Insurance Co., has had valuable ex- 

 perience in commercial bodies. He is a dignified and 

 competent presiding officer, and represents in his capacity 

 as president of the Flodgman Co. the best traditions of 

 the trade. Under his leadership the growth and useful- 

 ness nf the club are sure to be enhanced. 



A further showing of Brazil's purpose to be up to date 

 in methods of rubber production is now evident in Rio. 

 It consists in lessons in rubber tapping, the teacher being 

 Dr. J. C. Willis, the director of the Botanic Gardens, 

 who illustrates the methods followed in Ceylon and the 

 Malay States on Hex'ca trees, in the Botanic Gardens. 

 A series of cinematograph views have also been taken 

 of this work, which will be shown up the Amazon. 



