The Beaumont enterprise. [volume] (Beaumont, Tex.) 1904-current, 1904-10-04

Can there be- anything more inter
c-tIng "a he advertiser than the soN'
cal articles in the prospectus rom
which | will quote briefly; the ae'
OuisitiOn Of reliable data as 10 the
character Of circulation, locality Of II
and the influence of il in each CON.
munity; la climina unreliable ahd
objectionable advertising, which re-
duces the advert sing value oT leglll'
rate advertising In any paper; 10 help
a. tablish, as nearly as possible, uni
form rules for governing the accept
al GO and Insertion Of ADVERTISING 10
compile data relative 10 the compare
| tive cost Of selling advertised and non
advertised goods, To investigate the
causes Of failure from lines Of goods
that have been advertised msuccess'
mlly, SO as To bring them back into
The field, ana To Investigate new lines
OF business that e not now being AIT
iNortised, and furnish The data when
would encourage them to advertise.
could go on; but ! won't take any
more Of your time IN this department
! because | think these reasons alone
are sufficient explanation, sufficient
reason for the existence of the Inter
national Advertising Association.
Advertising IL yet in its infancy, and
We have only just seen the dawn OF
what might bc considered the adop'
! ton Of sane ar sCic-tlllc methods, bnS-
ed upon tho practical experience Of
men who have lived long enough, ana
! studied hard enough To acquire some
! knowledge of some of the rules iha'
, govern successful advertising.
The voice at the pCSSimist Is sun
abroad in the land and is heard IN the
subject OF advertising like everything
else. There are men who are not
qualified To know, and there are men
who would no know any newer or
letter methods than 'hcy are now en-
ploying. because those methods are
iamply sufficient 10 nj their pockets.
But those who have given some Oi
their timc-and good deal OF teir
muncy-to the acquisition of da'a,
such as | have suggested here, Know
its value by its use, and can 'vouch for
lie value of it when collected.
This movement is in the interest
of tho advertiser, and II is the adVcr-
! tIscr who viii control is Offices, ana
its policy in their own interests by
Lrlnglng the several leading depart
nlcnts of advertising into close bust
nces elationship through its orGani-
/ cation, and it is hoped that some Of It's
! eros or GnesidCa-nCSs or miSrepreS'-
alton made regarding some of the
different forms of advertising may be
eliminated by better understanding
|LCtwcen themselves of the relative I'M
uOrtance of these SeTcral departments
cT advertising.
Such an opinion IS without warrant,
and my plea to you is that You should,
to the utmost Of your ablity-aSsist
IN bringing to the knowledge of this
organization and its objects, methods
and a knowledge to :he mercantile
world through your columns and sup
port its objects with your hearticst
cooperation in your columns.
First. as | have said, because it is
right and laudable and second, because
il will be the powerful factor n has
tcning the day when advertising will
increase because of objectionable fea-
lures and methods being eliminated
and prosperity OF legitimate adVc t!S-
| ing being better assured thereby
If could add anything so insight
cant as the ways and means to ac.
cumplish these objects as compared
with The asking of your cooperation
/ in the way | have done, | would like
! to acli you to consider the sending in
OF your app ication for membership,
contributing your membership fee. to
be devoted for the purposes of this
on ganiZatiOn, and it is my belief that
you must benefit many times in Il
money cunsde alton alone at the small
! cost this would entail on you.
! II would be easy for your advcrtiS-
| ing department to enlist the interests
and secure the membership of your
| local advertisers, just as soon as they
| themselves are able to say that the
cause commended itself 20 them and
; they are members o! it.
There is not single item in the
prospectus but what can be easily
, shown to he Of Value to every adycr-
tiser in this count Y, and a that is
needed is the funds to carry on the
work % secure the objects of the sew
eral items in this prospectus.
They will not all be taken up at
once. Some Of them cannot be accom-
rlished for years, but beginning
must be made at sometime. and the
sooner the better. And while | could
talk, and while this subject would ad
nj Of an extended address, and a
still moro extended debate we would
only get back 10 the original opinion
expressed that this is a good thing
for the advertiser Therefore, Il good
thing for the newspaper, and as it is
a new thing. il is therefore deserving
or your support by your paper and he
cause prof O to Won of your sup
port by your membership.
Thanking you for you attention,
TruiV NpurS