iday the housewife who knows anything about an electric wit only by virtue of what she has learned from central <lesmen of central station advertising. Let the manufacturers of electric ranges follow along these ether individually or collectively and spend comparaali sums each year in newspapers, magazines and other sea reaching housewives, and, the Committe is consha move would instantly take its place as a fundae'en ent in the greatly increased use of electric ranges. urs to the Committee that inasmuch as the Society for 4 Development is supported to a large extent by electric tage ratesfacturers, an advertising appropriation could be set he Society to be devoted to a national campaign furthertre range cooking along educational lines. The advertising campaigns of the individual manufacturers It up to the Society's campaign in the nature of copy, etc. vertising done by either the Society or the electric range turers, or both, should give emphasis to the following The elementary expermental stage of electric range coking has long since passed. 2. The age of electric co- king has not only arrived, but it how occupies an impregnable stronghold in the homes of thousands of worren. 3 There are fixed standards in the manufaturing of ele tric ranges, to which a'l repitable manufa turers adhere and this forms the housewite's protection in lad ng electric range coking and (2) m select ng the make of range that most apneals to her 4 Drive 1, . the general advantage of devine rangge coking deanliness, evon- ny safety comfort, and all the other points that make fr super rity in e'e trie cooking over all other is t's for dation of manufacturers' I ra. then be reared a superstru ture of pr operation in the sele I ́en, two will the central station be alle tot de place in the scheme of marketing electric ranges, and exercise its natural function of helping the housewife to select the size and type of range best suited to her individual needs; of aiding her in the operation of the range; and in keeping the range on its lines year after year, while each such range by its own success and word of mouth advertising, will sell other ranges. Special literature should be available for the use of central stations in their efforts to interest domestic science and home. economics departments of public schools, colleges, and similar institutions in electric cooking. The Committee suggests further that special literature be prepared for architects and builders so that they may have data upon which to recommend electric cooking to their clients, and provide for the wiring of ranges and water-heating in all new and remodeled residences and apartment buildings. It would be a good thing to have an electric cook-book prepared for distribution by central stations, this book to contain information on the principle of electric cooking, on economical methods of using the range, and preparing and cooking articles of food on it. The following will be of additional benefit in the advertising campaign: The use of a national slogan, such as "Cook by Wire," in all advertisements and literature dealing with electric. cooking. Billboard posters featuring the "Cook by Wire" slogan and lithographs of electric ranges in use, with educational reading matter. Readers and articles on electric cooking to be circularized among newspapers and periodicals. Pamphlets on electric cooking, embodying the ideas. used in newspaper and periodical advertising. Such pamphlets should contain educational reading matter, attractive cuts, and useful information about electric cooking, and should be distributed by central stations among their cus tomers. Form letters and postal cards with human interest for "Direct to Consumer" advertising by central stations. Cuts, literature and display copy for use in local newspaper advertising. In case the central station handles more than one make of range, it is desirable that this material should be neutral in character in so far as competitive tange features are concerned. Manufacturers' pamphlets or catalogues containing e, xational reading matter, range illustrations, descriptions and prices, to be distributed by central stations. Manufacturers booklets containing effective testimoals and illustrations, Electric range cooking demonstrations in connection w.thal new spaper advertising MERCHANDISING PROBLEMS AND CO-OPERATION WITH MANUFACTURERS Is Sub Committee has had in mind the handling of three at phases of the situation: 1) 1o get in touch with manufacturers and learn what are producing at the present time, and what are their intensite way of new or additional products in electric range ent in the near future. 2 1o get in touch with the central stations in the Rocky “ain and Pacific Coast States, with the idea of determining their experience has demonstrated to be the best means of ng and installing electric ranges, and what, in their , is the ideal type of range to best suit average conditions al to the greatest number of sales. 3) To compile a con ise statement of the advantages of .. by means of electricity, so that the representatives of trai stations will be fortined with all useful information as to y ele tric ranges should be sold and used. Ernating what was considered unnecessary, and boiling an what was considered useful, from a mass of reports and eleme, the following is submatted as containing informaand nuch interest, and dealing with matters wa h are vital to the development of the electric cooking business. There are two classes of manufacturers to whom the . lustry may look for the most practical develo; me: ts in the ele trie First, manufacturers who have in the past been sucessful in the making and n.erhandising of electric hould appliances for which a large demand has been created during the past few years. Second, manufacturers of gas ranges who have already developed the most desirable and advanced types and designs in ranges, and who could readily equip for electric purposes the best numbers of gas ranges, for which there is a popular demand. Such adaptation would, as a matter of course, tend to keep down the usual high development expense pertaining to the designing and placing upon the market of any new line of products. Our inquiries have developed that up to the present time each of the manufacturers whose names and addresses are given hereunder has now on the market, or is about to put on the market a line of ranges which should be up to date in their appointments, and of such a variety as to meet all kinds of present demands. American Electrical Heater Company, Detroit, Mich. Rutenber Electric Company, Logansport, Ind. Simplex Electric Heating Company, Cambridge, Mass. The foregoing must not be considered a complete list of all manufacturers who are producing electric ranges, but it was the most complete list obtainable at the time this report was in preparation. Suggested Association of Manufacturers During the course of our correspondence with the different manufacturers there developed some discussion as to the advisability of the manufacturers forming an Electric Range Manufacturers' Association to consist of representatives of the leading electric range manufacturers of the country. The suggestion in this matter originally emanated from one of the manufacturers, and the sub-committee handling the intercourse with manufac as naturally much interested in the suggestion of form all association. e Sub Committee fully realizes that there are some matscretion with the standardization, development, adveramerhandising of the electric range concerning which seem as if it would be absolutely necessary for the manrers to consult with each other. It is recognized that the s as well as the manufacturers are intensely interetiture of the electric range, and the Sub-Committee is n that co-operation among the manufacturers, an organization or a committee, for the discussion of range problems and the promotion of the sale and use at, lane would undoubtedly be of great benefit to all At the same time the Sub Committee was reluctant to make Droite suggestions to the manufacturers themselves in the fear that what was suggested might be misunderstood, the Association of Manufacturers, if formed, might not its work to such matters as would at all times be agreethe central stations. !ensee arrangement under the Marsh patent, will, we rfer ed, necessarily include all manufacturers of electrical es, and this arrangement will no doubt point toward an aton of Manufacturers The Sub Committee is of the n that such an Association is likely to be of mestimable connection with the han lag of suggestions from cen es or from a committee representing central stations. h an association formed, fl wag the hensee nt referred to, would no doubt be of the greatest value ifa turers themselves in the devel prent and tergile eletric fat ge |