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‘THERE’S NO PLACE
LIKE HOME”
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HENRY T. KWALI), Fvo.s. CamithvlCLuald Company
Men look at the w eakened structure of business in "our poor little rich
country” and wonder what industry can supply the stimulus for
recovery.
Perhaps, if we turn our eyes away from brooding factories, stores
and office buildings to the 30,000,000 homes of the nation, we shall
find the answer to some of our problems "right in our own back'
yards.” For America has travelled a curious circle away from home
and back again during a single generation.
Not so long ago, when we said "There’s no place like home,” we
spoke and thought of the beauty, comfort and family ties of that
dearest place on earth. Then came "prosperity”—and with it a
gradual "flight from home.”
Father, when he didn’t "stay at the club,” found himself returning
more and more frequently to a household from which other members
had flown. Almost imperceptibly the old familiar saying took on a
new meaning. It became literally true—There was no place like home.
The deeper significance of that word disappeared from the con
sciousness of tens of thousands of families.
Then came depression. And now the circle of our wanderings
is completed.
Somewhat reluctantly at first—but with a growing feeling of relief,
tranquillity and enjoyment—the American family has come back home.
Once more they are saying, "There’s no place like home,” and genu
inely meaning it. But—are they going to stay?
It is up to individual fathers and mothers on the one hand—and the
great forces of the building industry on the other—to make American
homes more livable—to realize that the home of 1900 will no longer
suffice for the family of 1932—to modernize the home by insulting some
of the wonderful comforts of this new day. For our American homes
are by no means as modern as we like to think.
Less than 22% of rural and village homes, for example, have
bathtubs—and, surprising as it may seem, only 68% of city homes
can boast this common necessity.
Approximately 85% of homes in most communities are urgently
in need of painting, decorating, repairing or alterations.
Less than 20% of the wired homes of the United States enjoy
the comfort and utility of iceless refrigeration.
The number of oil burners in use is even smaller, for less than
4% of American homes are equipped with this modern type of heating.
As for that vital new development, Air Conditioning, scientifically
cooled homes in sweltering summer months arc virtually unknown.
And yet, some say "Our American job is finished!’’ Who can doubt
the almost universal desire for these improvements—or overlook the
significance,from an economic sundpoint,of the situation confronting
us? In the hearts of our people the greatest revival of home interest
in a generation! The most wonderful home comforts and luxuries of
all time! And thirty million American homes waiting for them!
☆ ☆
☆
Here is opportunity—a direct challenge to the finest brains of industry
—and a market holding rich rewards for those with the will and skill
to supply the need.
The die-hard depressionists will ask, “Yes, but what are people
going to use for money?” The answer is, America is facing depression
—but America is not beggared. We have lost much—but we have not
lost per capita wealth far beyond any other nation on earth—nor a
payroll greater even today than all Europe combined—nor skilled
man-power and industrial equipment unequalled anywhere in the world.
The real question is: Have we lost courage—initiative—ingenuity?
And that is a question, not for the public, but for builders in every' line.
And salesmen. And advertising men, perhaps, most of all.
For the big task of the building industry today, and of all other
industries seeking buyers, is to overcome Apathy with Advertising.
Advertising is equal to the task. It will improve the present and make
great the future for those businesses which employ it wisely. But it
must be good Advertising—burrowing deep into the consciousness of
the people—soundly planned, ably prepared, well directed.
The words,”Let’s get busy!” must supplant" What’s the use?” as a
national slogan—a policy of do something must replace a policy of do
nothing—at least among those who hope to hold leadership tomorrow.
America is coming back! What industry can lead the way ? Where
*ball America turn for stimulus to recovery? Here is one suggestion:
7 here's no place like home!