Look at it this way,
you’ll have exposure
to your work, and that’s
worth a lot for a new
advertising business.
That’s what Old Man
McHenry told me
after playing the
commercial I had
produced on speculation
for his profitable
appliance business
in Independence.
Advertising is key
in keeping your name
out there for the buying
public to see, I emphasized.
Besides there is keen
competition to contend
with in the home and
commercial markets.
You’re fighting the big,
chain, brick and motar
stores for consumer
recognition.
Along with the premium
radio spot I had created,
I presented McHenrey with
a common sense and powerful
proposal for spending his
advertising dollar with me.
He insisted that I needed him
more than he needed me,
and I should be grateful to
hand over my work to him
cost free.
Granted, I could have used
the exposure for my fledgeling
advertisinf business, but
in turn I diserved to be
payed for my efforts.
You didn’t make a profitable
business by giving away
refrigerators, ovens an washing
machines for free, I told him.
No, the cheap bastard made
his fortune on overly inflated
profits made from suckers like
me. I shook his hand, walked
away with my proposal vowing
to myself to buy my next
appliance from Sears or
Montgomery Ward’s
Advertising or not, McHenry’s
was no longer able to compete
with them.
I learned my lesson, giving up the
advertising business eventually, and
stuck with my self-serving consumer
tendancies instead.
-30-
Chris Hanch 4-30-2022