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High Mortality Rate of New Products An Editorial

The Wall Street Journal recently published facts and figures on the mortality rate among new products that come on the market, that are really shocking.

For instance the article quoted a highly respected firm of market research checkers, as saying that out of every 26 new products placed on the market by the industry of the nation, 23 f.ail. They go into the limbo of forgotten things, never to appear again.

The same article quotes one of the nation's biggest advertising firms as saying that of every 25 new products that are test marketed, only one succeeded in making the grade. The other 24 go down the drain, and are seen no more. These figures from authoritative and dependable sources will no doubt surprise the average business man. Perhaps proving the old adage that "there is nothing new under the sun." Folks think they have something new and valuable so they put it on the market.

And nearly all of them disappear into those shady spots where the woodbine twineth. It's sad, but evidently true. Don't count your chickens before they're hatched, or spend too much money hatching them. Only one out of every 25 tested proves valuable. These are mighty poor gambling odds.

That doesn't mean that industry, €v€n reading the score, will stop trying to bring out new things. But it might make folks a bit more careful.

Smile if it kills you: then you'll die with a grin on your face.

Who misses, or who wins the ptize, go, lose or conquer if you can; but if you fall, or if you rise, be each, pray God, a gentleman.

Advertising is the short-cut between producer and consumer. It cuts out all the curves and round-about tours. The printed word does the work of thousands of salesmen. Goods can never be sold unless there is a demand, and advertising creates that demand in the simplest, most direct and least expensive way.

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There has never been anything discovered to take the place of advertising. It sells to the millions while salesmen sell to the thousands, and profits lie in volume. Increased volume should decrease the cost of production. Advertising constantly works toward keeping prices down, as much as it helps the dealer, by his own advertising, to increase his sales volume or turnover and reduce his selling cost

Speaking of advertising, Robinson Crusoe was original advertising optimist. Things looked bad for

BY JACK DIONNE

old boy, but he didn't kick and he didn't whimper. He used his head. He studied the situation all over. and then he said: "I have it ! I'll advertise !"

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Think of it ! Crusoe was a thousand miles from nowhere. Possible readers of his ad were only a few every several years. It was hard times, money depression, and bad conditions all rolled into a lump. But he didn't let that stop him. So he hung a shirt at the top of a pole on the highest part of the island. His first ads brought no returns. But he didn't quit advertising. Not Robinson Crusoe. He changed the copy. He put up another shirt, and he kept on doing it. Finally he got a ship, by persistent advertising'

Probably the best compliment for the average Chamber of Commerce was written long ago by William Allen White. He wrote: "The Chamber of Commerce modifies the innate cussedness of the average selfish, hard-boiled, picayunish, penny-pinching, narrow-gauge human porker, lifts up his snout, makes him see farther than his home, his business and his personal interests, and sets him rooting for the community. A man, no matter how greedy or squint-eyed he may be, cannot work a year upon a committee of his town's Chamber of Commerce without being the the