Importance of Getting Your Article Right First and then Advertising it Emphasized by the Experience of the Manufacturers—How E.C. Atkins Started a Business that Now Employs 1200 Men in the Home Plant—Sought Publicity Through the Trade Papers First—Now Uses General Magazines and Weeklies.
“Get something worth selling— then use printers’ ink.”
This is the Golden Rule of business which E. C. Atkins & Co. followed for many years before they got the “something.” Then they applied the stimulant which produces business wealth — printers’ ink. The sum total is, the company is now one of the greatest producers of saws in the world and some say the greatest. Year after year the Atkins output increases in volume and the expenditures for advertising space grow apace.
The story of Atkins advertising is necessarily the story of Atkins saws, of the man who made both possible. As a maker of saws, the Atkins plant in Indianapolis is a pioneer in the development of the industry as it is known to-day. It was among the first to turn raw steel into a finished saw that the railroads, the trail-makers of civilization, might cut their paths through the woods of the Middle West.
With the Atkins saws, too, was produced some of the first lumber for homes, wagons, bridges, barges and boats of the pioneer settlers in the Mississippi Valley, for there was still much of a trackless forest about him when E. C. Atkins began to make saws. The Atkins works was doubtless the first in its line of industrial activity to see the wealth that is to be wrought out of printers’ ink. (more…)