EDISON ON BUSINESS.

Taranaki Daily News, Volume LIII, Issue 231, 4 February 1911, Page 10

EDISON ON BUSINESS.

WHAT ADVERTISING MEANS. "I lira not an inventor, I am a business man," said Thomas A. Edison, to a representative of "Printers' Ink." And to back him up is the (act that six thousand million dollars are invested iu industries resulting from his inventions. The total sales yearly from his inventions aggregate a very enormous sum. And not a few of them are u«der his own direction —Advertising and selling, as well as manufacturing. There is probably nobody, therefore, more qualified to talk on the marketing problems of a seller of patent goods than .Mr. Edison, lie confesses that he has not always been skilled in the business end of invention —he had his sharp lessons—but lie has been made shrewd Inexperience.

.Not only this, but with his remarkably Analytical mind he has come to view business differently than most people view it. The same qualities of original study of a subject from its foundation upward which have made hira the world's greatest inventor, give kirn a unique and significant comprehension of sales problems when he directs his min<i upon this subject. "Selling and distribution," he says, "are simply maehiaes for getting products to consumers. And like all machines, they, ran be improved with great resulting economy. "But it is the plaia truth that these machines for distribution have made the least progress of all machines. They are the same m many instances that they were forty and fifty years ago. They are imitations of each other, and manufacturers follow each, other like sheep in the matter of selling and distribution—the very same manufacturers, oft-times, who are tremendously keen to secure the benefits of new invention to their j factories.

"As a result, selling cost is outrageously high—manufacturing cost is often small beside it. Now, why not put more inventive genius to work upon the big problem of distribution? At this time of general lamentation over high prices, it is particularly desirable. The average selling machine has become unwieldy and ancient. Did you ever see the Jacquard loom ? It is marvellous how perfectly and simply it performs complicated weaving of patterns. Just as perfect the selling machine should be —getting goods quickly, economically, and satisfactorily to those who want them. Frequently i disagree with all my associates in some of my companies, when we meet to discuss marketing problems. "There ought to be less watching of competitor* and more attention paid to the consumer. That's why I am interested in advertising. Advertising is the twentieth century distributing machine, and its basic principle is news. That's the quality in it that is efficient and labor-saving, as well a* interesting.

"Take that series of ads. we are running in the newspapers for my new storage battery—news is the central appeal. I have written one or two myself, and it's the appeal of tke significance of news facts which make the advertising successful.

"[ hava always been interested in the consumer. I invent, I manufacture, x advertise and sell with the consumer in mind first. I am now perfecting what J call my Samaritan Market—a device which will make distribution more economical. It will enable people to buy tea or sugar or anything in standard quantities without loss of time on the slot machine principle. The poor pay 20 dollars per ton for coal by the scuttle on the East Side now; under the new plan it will cost 3.75 dollars, for that great waste of the middleman will be saved. Xo doubt dealers will want to shoot me when we begin to operate! "I am very much interested in studying manufacture and distribution in thi.* country. People talk loosely of overproduction. There can be no such tiling as real over-production of any manufactured produce except food—and we am still a long way from that. There is na limit to people's wants—there cannot be —we all want a great deal, and it is perfectly right and proper that we should. It is the strength of their desires and wants that make American people the best buyers, and our countrj the most prosperous in the world. "Regarding the tariff, it is nonsense to talk of foreign pauper labor competitions, for there is ft big balance in our favor in labor-saving machines. Everything that the hands can do machines can do better and quicker, and with a. high quality. "Patent protettion? There is no such thing in this country. Inventors arc very seldom business men, and they cannot stand the litigation necessary to protect their patents. The best they can do i« to market their goods as fast as they can and create goodwill for their product, which will give them practically the only permanent and bankable asset whieh their patents can secure at present without ruinous court procedure." Mr. Edison, by the way, is personally signing over 5000 form letters to central electric stations! Edison, the man who stayed at work five days and five nights on a» inTention, and who has been 60 busy that it is said he has lived ninety years, if you count by the average man's working hours. It is characteristic of the man. He says, "There is no limit to the mind's capacity, provided you have the will. Many men put off the hard things to do —I grab for them first!"