The Proposal

 

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