The Panama Pacific International Exposition 1915

MANUFACTURES AND VARIED INDUSTRIES and variety of his market. Not only this, but he will exhibit in the midst of the displays of all nations of the world, and within this charmed and magnetic circle he may plan anew his campaign for profits. This is the appeal of the Panama-Pacific International Exposition to the manufacturer. But there are other reasons to be told in detail compelling his participation. The manufacturer sells to the trade. By exhibiting at an exposition he reaches the people direct. He learns at first hand what the trade seeks to know, the judgment of the con- sumer or user. And he also learns what his rival has to show and sell, and may thereupon draw conclusions financially valuable. The Panama-Pacific International Exposition, profiting by the experience of all previous great expositions, seeking not only the highest educative force, but the benefit of the manufacturer as well, has arranged to classify exhibits by industries. If this operates in some degree to minimize na- tional and state importance, it at the same time results in added gain to the manufacturer as exhibitor. By putting his ■own article to the test he gains a knowledge of that of his rival. He learns not to waste money pushing a weaker product against a stronger—a frequent cause of bankruptcy. If, on the other hand, his article prove the best on the market, he not only secures awards, which become trade- marks of merit, but he has demonstrated its worth to the trade and advertised it to millions of persons, and at a mere bagatelle of cost. If he also show superiority by exhibiting processes of manufacture, it is the equivalent of inviting these millions to visit and inspect his plant without inter- ference or loss of time. The wise manufacturer will appre- ciate the fact that an exposition such as the Panama-Pacific International Exposition to be held in San Francisco in 1915 is equivalent to a window display of his goods before which the entire world will pass and admire, and may order. It cannot be a mere coincidence that at the Louisiana Purchase Exposition a complete shoe-making plant was in operation, turning out three hundred pairs per day, and [ 15 ]