The Beaumont enterprise. [volume] (Beaumont, Tex.) 1904-current, 1904-10-04
ART OF ADVERTISEMENTS.
Theories Reduced to Scientific Basis
by Thomaq BaIrner,

by Thomaf Balr1er
Speech dclivccd TO the AsSocia'od
Press, September q 1904. BY Thomas
Balmcr.
need not talk to you about the
Importance Of advertising as it relates
tC the life-blOod of every newspaper
in the word
am not here to advocate the adop.
ton of any policies in your advertising
department or in your business man
agement. | am here solely to enlist
your interest and ask your cO-Opera-
ton in giving adequate publicity TO the
fiji st great united effort of the most
II ogressive-if advertising is an in
deX of progress OF the merchants
and manufacturers Of all lines of goods
III America to- better advertising con
ditiOng.
The International Advertising asSo-
citation had its birth in the belief That
the most important commercial inter
est in America is advertising. There
are few lines Of merchandising or
manufacturing that have not realized
its value and the most progressive
of them are using its promotive forces.
And it is interesting to note that as
the years roll on, more and more lines
q goods, manufactured in America,
are testing its value and learning how
TO use its power.
Eliminate the Fake.
Any economic force, designed 70 bet
ter the conditions of merchandising
a y,tDI,lp
to eliminate the imitato' or fake
and make it hard for him to succeed
even by the use of advertising. is well
worthy of your consideration; all of
AOu have as your aim the representa-
ton in your columns Of all that is
good, of all that is true and Of good
rCputC, you do array yourselves on the
side of right and you do twhen You
know il asSail the wrong in principle
AZ wcll as in person.
What should he more interesting
than the higher development Of the
mercantile interests in this country,
and every section of il you gentlemen
have your especial influence and in
SEPARATION, and the object of this AS
auciaiion. as stated In the prospectus
IS as follows:
To fos or the advertisers interests
throughout the word: TO reform
abuses and prevent waste i'm advortis-
Ing methods ana in every legitimate
hammer TO serve the interests uf its
membership cooperation.
Surely this is a task big enough to
qnirc No undivided abilities OF the
directors. themselves handling Oyc'I
2u.Uun. u00 of dollars Of advertising as
Principles accents or publishers. If
lhpy could give their time to 10. but
they believe. ms Z believe that when
tlry brought hose interests to your
mo- Zee You. rs NUu have always done.
would stand fur The furthorancc OF any
movement that could De- shown in
its object 90 ha for the bptt,rment
w merchant n- conditions through
The ADVERTISING which forms the finan-
cal hIrb-HU-, uf every IauCr
N1ur papers hata bccomo influential
%, fhu hra r- fhft -ou put into hem.
T'u- fhaf reason yurr columns are
Hnr-hf after IE rhe adv User that 70
NAV reach rrf.uiaea who believe in.
AMI wait fn bear Ehaf yHr have % -Iv
nu af matters rr .rfHrt-f fa Sour real
ss
Ea.-r day 90 F1Tr a1r,- Using passes
pom eiEH rrH-H- fH EH-r l,rTU- fD
u.. rHf.arf- r.H say fHIr-- f1 yrTr
rtaE.r- Wf# wuHlF rr -Fv m EH1
H.-. ra1T.H-r .r 1a Ta-- an aivHr-
f..- De- i3r .rn"f HE rF. diverse
'. E Do U-
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