Page:The Science of Advertising (1910).djvu/53

Rh John Smith, the tailor, a personal friend to every one of his customers, began to become the corporation, cutting patterns by the thousands and driving power machines to put together clothes for wearers thousands of miles away whom John Smith never saw or never will see, and who, perhaps, won't even see John Smith's name upon the suits or know that he has made them, the tailor then is inevitably removed morally as well as physically from his customers.

When the modern conditions first came in and the manufacturer found all his time taken up by the mechanical perfecting of his work, and when his machines first began turning out goods for wholesale distribution, the manufacturer seldom stamped or sewed even his name upon his product. Being engrossed with the industrial work of producing, he spread his goods broadcast anonymously and his character in them—whatever it was—was immediately lost if it was ever known.

So as the manufacturer no longer sold to the people—to the consumers—he could not have the consumers as directly in his mind as the old handworkers who sold direct to their consumers were obliged to.

The modern manufacturer had to have more directly in mind the jobber or the dealer to whom he directly sold his goods under competition.

And when one manufacturer found himself