Sidebilder
PDF
ePub

This plow was introduced and sold on a large scale through demonstrating and advertising. Demonstrators were sent into the rice districts. With the aid of Government officials announcements were sent out and meetings held at which the iron plow was demonstrated. Handbills and booklets were passed out and mailed to a large list of farmers. Dealers were urged to handle the plow. After some five years of very intensive work, nearly nine hundred dealers in the Islands are selling the Luzon-Lagio plows. Last year's sales exceeded 20,000 plows. It is only fair to state here that all profits accruing from the sales of plows during all those years were used in propaganda. In other words, when costs of advertising, sales and demonstration were added up no profit remained. When the plow has been distributed thoroughly over the Islands the promotion expenses will gradually decrease and the sales will then show considerable balance of profit.

The introduction of the American saw is a difficult matter. Why it is that the Filipino, Chinese and Japanese carpenter prefers a short double-edge saw is hard to explain. For generations he has used a certain type of tool which served his purpose very satisfactorily.

means

Thus, introducing modern tools considerable work in the trade schools.

It

means much demonstration among a people or class of people (carpenters) who often regard one's efforts with a pained and disinterested expression.

In the Islands light-material houses are the rule. The American and European, however, build strong-material houses and the Filipino of the better class is likewise and building better more substantially constructed houses. Shell windows are used, which makes the prospect for an extensive sale of glass rather remote. No double walls Hardare allowed by the Bureau of Health. wood floors are polished, thereby cutting down the prospects for the sale of floor paint. Climate forbids use of carpets, upholstered furniture, etc.

Fine cutlery and tools gradually are being introduced. The trade schools are, at the present time, the most potent instrumentality in the introduction of carpentering and mechanical tools.

The work of the domestic science branch of the educational system of the Islands has done much to introduce modern cooking utensils, stoves, etc. Formerly a brace of iron pots offered everything necessary in the way of cooking utensils. Today the Filipina housekeeper is buying as many articles of Chinaware and utensils as the family treasury will permit. She will soon buy iron stovesin fact there are many stoves now being sold. I am speaking here not of the higher types but of the common people. Here again much educational advertising is necessary.

Ice boxes or refrigerators have been sold in Manila, and wherever else ice was obtainable, for many years. Unfortunately there are not many places, comparatively, where ice can be obtained. There is no gas works

outside of Manila. One year ago there were about 16 electric light plants. Therefore gas appliances sell only in Manila and electric utensils in a few of the larger towns which have electric lighting plants.

The exporters of these utensils would find little profit in advertising appliances of this nature outside of Manila. There is a big market yet to be created for cooking and household utensils.

The value of paint as a preservative must be taught to the Filipino. Most of the painting done is in Manila and the larger provincial towns. A great majority of the houses are constructed of bamboo and nipa, the owners of which have not buying power sufficient to afford the cost of paint even did the material used in building the houses hold and retain paint.

Hundreds of items which have been sold and advertised in the Islands might be discussed to prove the necessity of a thorough local knowledge of conditions before an advertising or sales campaign can be undertaken and pushed to a successful conclusion. The few examples given are sufficient for the purpose of this article.

Very few Filipinos have traveled outside of the Islands. The great majority of the population has no general knowledge of things mechanical. The United States is a new and progressive country wherein nearly every child reads periodicals containing much educational information both in the news columns and in advertising. America and Americans pride themselves on modern manufacturing, agricultural and merchandizing methods, whereas the people of the Far East still follow the methods of their ancestors, methods which have been handed down for generations. It is to the influx of business men and to their desire to secure business that the awakening of the East to modern and more efficient methods is due. Before these can be introduced, the old methods must be understood and understood thoroughly. From an advertising standpoint you

cannot visualize the Far Eastern field from America. You must get on the ground and study your territory, analyze your dealer and consumer and learn the conditions existing.

If the climate plays a part in the sale of your goods, know the climate. In Manila and Luzon the rains commence about the end of May and last until November. It is very difficult to sell house and roofing paints during rainy season. In fact, all effort should be devoted to the sale of builders' hardware, paints, roofing, cement, etc., during the dry season. Raincoats, high shoes, umbrellas and rainy weather goods will not sell until the first rains set in, no matter how much advertising is done.

There are no carts and few wagons in the Islands. Everything bulky is hauled in bull carts. The native pony is small and is used almost entirely in street rigs, known as carromatas, or in the light two-wheeled vehicle used for passengers and light freight and known as the carretela.

Automobiles should be equipped with a right-hand drive inasmuch as you take the left side of the street instead of the right in the Far East.

Ready-made clothing has no sale in the Islands for the reason that States' manufacturers do not manufacture ready-to-wear khaki or white drill. Those who wear Palm Beach or similar material find the cost of local tailoring about the same as the price of ready-made Palm Beach clothing in "the States."

It is said that American Pianos do not stand up in this climate owing to the great heat and humidity. It is also said that a well-known German piano which was manufactured with climatic conditions in mind, gave great satisfaction.

Rubber goods of every description quickly deteriorate in the tropics. Canned fruits containing seeds must be handled with great care. This is also true of canned milks-in fact of nearly all canned goods.

Washing machines are comparatively unknown and even washboards are unknown in the provinces.

Except in a few of the larger provincial towns the retailer has no glass window. Therefore, window trims and dealers' helps are useless in the Islands. The metric system is used in weighing merchandise. Scales showing pounds are useless in the Philippines.

It can readily be seen from what has been written in this article that a first-hand knowledge of the field is necessary before conducting an advertising campaign in Far Eastern countries.

The methods used in a publicity campaign are the same as those used in Americanewspaper advertising, form letters, booklets, folders, handbills, posters, slides, and (in Manila) billboards and street car advertising. Excellent facilities for lithographing, printing and for making cuts and electros are found in Manila, Japan, Shanghai and other cities in the Far East. Artists must be trained to do commercial art. Once trained they do work that will compare favorably with the commercial art work in the United States.

What is true of sales is true of advertising in foreign countries. Give the subject matter the same thought, the same consideration, the same analysis; study the field, the people; examine their habits and customs; remember the seasons just as you do in the United States, and you will find advertising in foreign fields no more complicated than you find it at home. find it at home. And note and believe this: advertising, properly written, illustrated and handled in the Far East, reaps results-often greater results than you can hope to get in "the States."

Lumber cargo from the Northwest to Japan will total at least 100,000,000 feet this year as compared to 77,000,000 feet in 1920, the requirements of the great Oriental empire increasing steadily according to C. E. Hill, secretary of the Douglas Fir Exploitation & Export Co., who was a member of the Seattle delegation that toured the Far East in the Wenatchee's maiden voyage.

[graphic][merged small]

CUSTOMS ANALYSIS FOR JULY, 1921

FOREIGN COMMERCE OF THE PHILIPPINE ISLANDS

Values of Principal Exports for the Month of July, 1913, 1920, and 1921, in Philippine Currency

1913

1920

1921

ARTICLE

1913

1920

1921

COUNTRY

Values of Total Trade by Countries for the Month of July, 1913, 1920, and 1921, in Philippine Currency

1913

1920

1921

COUNTRY

[blocks in formation]

1913

1920

1921

[merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][ocr errors][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small]
[graphic]

CUSTOMS ANALYSIS FOR JULY, 1921

FOREIGN COMMERCE OF THE PHILIPPINE ISLANDS

Value of Principal Imports for the Month of July, 1913, 1920, and 1921, in Philippine Currency

[merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][ocr errors][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][ocr errors][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][ocr errors][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][ocr errors][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][ocr errors][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small]

Values of Total Trade by Nationality of Vessels for the Month of July, 1913, 1920,

1921

Tonnage movements in the foreign trade, of vessels of direct clearances
at ports of entry, during the Month of July, 1921

and 1921, in Philippine Currency

SHIPS' FLAG

1913

1920

1921

German.

Japanese.
Norwegian.
Russian
Spanish.

[ocr errors]
[ocr errors]
[graphic][subsumed][graphic]

D

URING the entire month of August there was no improvement in cargo offering to the Pacific Coast, but, if anything, owing to the ban placed by the Shipping Board on the carrying of vegetable oil in bulk by their vessels, outward tonnage fell off considerably when compared with that of the previous month. Late advices are to the effect that, subject to certain conditions to be announced later, these restrictions will be withdrawn about the middle of September. To New York, cargo is still offering in quantities sufficient to fill Philippine space allotments. Cargo to Europe continues to be offered in excess of space, so much so that the rate on copra has firmed £1 per ton. In addition, two large steamers have been chartered to carry full loads from the Islands to Europe. It seems passing strange that with so much cargo offering in this direction, the authorities should not take full advantage of the situation, instead of constantly adding to the already overcrowded Pacific berth. With reduced offerings to these latter ports, sailings from Manila were probably more numerous during August than for any previous month of 1921. Considerable quantities of sugar and hemp are moving to Japan, but at rates that amount to but little better than ballast.

Due to delay in the reconditioning of the S. S. Midget and S. S. Quinnebaug, Mr. Marias, Far Eastern representative of the Shipping Board, finds it impossible to inaugurate the P. I. feeder service of the Board before October 1st. He had hoped to have the service running by September 15th.

NOTES

The ex-German sailer Chillicothe of 1726 tons registry, which sailed from this port early in March, was sold by the U. S. Marshal at Seattle, July 12th, for G$25,500 to satisfy the crew's demand for their wages.

The Chairman of the Shipping Board has divided the work of the Division of Operations among the three new appointees as follows:-Traffic, W. J. Love; Physical Operation, A. J. Frey; Allocations and charters, J. B. Smull.

Bids have been called for the entire fleet of wooden ships of the Shipping Board, consisting of 285 vessels valued at 313 million dollars on the Board's books. The vessels consist of eleven different types, all fitted with water tube boilers, and averaging 3500 tons d.w. Bidding is open to all nationa

lities. A flat commission of five per cent is offered brokers effecting a bona fide sale, and a check for ten per cent of the bid must accompany each offer.

The claim of the S. S. West Jester (plying between Manila and Seattle) against the T. K. K. Kiyo Maru for salvage services rendered in Tokyo Bay June 16th, 1920, while the latter steamer was on fire, has been settled for Yen 250,000. Of this amount the crew receives one third.

Ο

UR July report closed on the 27th of that month with market rates called 8% premium for demand drafts on New York and 9% for telegraphic transfers, with general business continuing dull. Rates remained at about that level until August 4th when considerable pressure began to be evident, apparently emanating from the exportation of copra and copra cake to Europe. A fair quantity of Sterling paper was on offer and United States rates gradually eased off until telegraphic transfer was done on the 8th at 54% and demand at 42%. News came on the following day, however, that the copra market in Europe was easier and rates firmed up to 5% for demand and 6% for telegraphic transfers. The next day rates went to 6% and 7% and remained at that level until the 18th, when under a fair demand, rates firmed to 62% and 72%. These rates lasted for only a day or two, however, and the market was called 6% and 7% on the 22nd instant where it remained until the close of this report on the 29th instant, with the exception that on the 23rd instant telegraphic transfers sagged to 63⁄44% and 61⁄2% for that day only.

The Government came out as a seller of exchange on New York on Saturday the 27th instant at the rates then quoted in the market, namely, 6% for demand drafts and 7% for telegraphic transfers, thus resuming its functions under the Gold parity laws, which it had not been in a position to fulfill for a period of over three months, having been obliged to suspend its exchange operations on May 24th last.

Below are given the average quotations for Bankers' cheques during the second week in July, as reported by the Foreign Exchange Department of the International Banking Corporation:

England (Pound)....

.165

14.5

.32

20.4

[ocr errors]

3.62

25.6

.1275

33.9

[ocr errors]

.078 59.6

.045 76.7

.0132 94.5

[ocr errors]

.193 Switzerland (Franc).. .402 Holland (Guilder) 4.866 .193 Spain (Peseta) .193 France (Franc) .193 Italy (Lire). .238 Germany (Mark).

[ocr errors]
[graphic][subsumed][merged small][subsumed]
[graphic]

HE principal feature of the Hemp market during August has been the increase in shipments of fiber to the U. K. and the Continent, which for the month amounts to 33,477 bales, with 5,500 bales loading. The ending of the coal strike is no doubt in a large measure responsible for this. These heavy shipments to Europe are, unfortunately, offset by the insignificant quantity of hemp sent to the United States, amounting to only 8,226 bales for the month under review. Shipments to other parts of the world total 20,000 bales, of which Japan received the bulk. The total exports for August, therefore, amount to 61,705 bales, which is not far from normal, and general conditions can be considered very satisfactory. Stocks here and in Cebu have in consequence been reduced by 10,000 bales.

The local demand has run principally on medium grades such as J, G, H and Streakies, with the result that G and S3—inferior grades to I, Fair Current-now demand the same price as the latter; a situation which cannot be called anything but deplorable.

New York prices remain about the same as reported in our last review, say 6c to 64c per lb. for I, and 7c to 74c per lb. for F. Prices in London have given way about twenty shillings per ton and the market there closes with sellers of J at £36-. All consuming markets at writing are dull with a downward tendency.

[merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][ocr errors][ocr errors][ocr errors][ocr errors][ocr errors][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][merged small][ocr errors][merged small]
[graphic][merged small][graphic]
« ForrigeFortsett »