Industrial Section

The Manufacturer's Viewpoint A prominent manufacturer of mining 'machinery not long ago expressed himself as being confident that he was securing the best kind of publicity for his product through the advertising pages of the monthly Bulletin of the American Institute of Mining Engineers. Such an expression coming from such a man is highly gratifying; yet it is justifiable when the high quality of reader and subscriber is taken into consideration. In fact, the majority of those using our advertising pages feel the same. It is to be regretted, of course, that others catering to our field do not realize the means at their disposal for presenting the points of interest of their product to the mining man. The question has been asked, " Do your members read their Bulletin?" They not only read the editorial pages, but they "admit being up-to-date enough to peruse the advertising section to "see what is new." The next question the prospective advertiser asks is, " Will the Bulletin bring inquiries?" The answer to this question holds good for any publication having as subscribers those who have purchasing or recommending power-yes, if the article advertised is not a stock one, that has been before the public for any length of time. To secure inquiries on, say, a standard centrifugal pump or any other standard product, the features of which are well known, is a most difficult proposition. Yet, of course, some inquiries are secured, but mostly from those having use for the catalogue or trade literature for reference purposes. It is safe to say that the traceable returns from advertising in trade publications hardly, if at all, pay for the advertising. The real returns are intangible, and result from the constant publicity, and keeping ?everlastingly at it." Who can say what subconscious effect is taking place when an advertisement is "glanced at," to say nothing of the effect produced when the copy is attractive and interests the reader. Time after time it has been proved that sales have been secured as a result of an advertisement, yet no inquiry had been made directly traceable to advertising.