Page:A hundred years hence - the expectations of an optimist (IA hundredyearshenc00russrich).pdf/101

 for the manufactures of other people. Very often they are actually forced to this by the difficulty of obtaining a regular supply of goods of satisfactory quality from the existing factories. One of the largest companies doing a miscellaneous retailing business has an enormous estate in the neighbourhood of London covered with orchards where fruit is grown for sale and for jam-making; and it has factories of various kinds dotted all round the Metropolis, though a few years ago it was a simple trading concern which manufactured nothing. On the other hand, large manufacturers in many trades (of which the boot trade is an example which must have come under the notice of every reader) are tending to open retail shops of their own in favourable localities, so as to obtain the retailer's commission as well as the manufacturer's profit. Evidently these large manufacfacturermanufacturer [sic]-shopkeepers are more likely to be extensive advertisers than small one-shop retailers.

Another circumstance which will tend to the increase of advertising is already apparent in the growing tendency of the public to prefer branded or packed commodities before bulk goods. Such groceries as tea, oatmeal and the like are more and more purchased in packets bearing a manufacturer's name or trade-mark, instead of being purchased from bulk and wrapped up by the grocer. The obvious reason