The Topeka state journal., 1909-03-02
AD CLUB MEETS.
f. L. Blanchard of New York
Delivers an Address.
Pointed Advice on the Subject
of Advertising.
NEUTRALITY-SUSPICIOUS.
Have First Glass Article to
Start With.
Select Proper Medium and Don't
Let Up on Advertising.
NEUTRALITY-SUSPICIOUS.

For the first time IN the history OF
the Topeka Advertising club things
did not come off as advertised. though
this must not be taken to mean that
the club is not true to name. A. E.
Hutchings, of Kansas City No, for
mer president of the southwestern
division of the Ad Clubs of America,
was advertised to deliver an address
on How an Advertising Club Can
Advertise a City" He teIephoned he
understood the date was tomorrow
The fact that there was a pos
sibility that the principal speaker
would not arrive in time to participate
In the programme resulted in the real
find of the season in F. L. Blanchard,
representative of the Biggs, Young,
Shone & Company advertising agency
of New York city. successor to the
Hampton Advertising company, OF
New York.
The discovery of this live wire re-
suited from an appeal for help tele-
phoned to Mr. MacLennan of the
State Journal by President Charles P.
Adams of the advertising club
1t just happened that Mr.. Blanchard
was in the city today on business and
he consented to fill the vacancy if the
principal speaker failed to appear.
In the history of the club there has
not been an address which appealed
more directly to the members than
the talk made this afternoon by Mr..
Blanchard, who is the past master OF
the art of advertising, having con-
Quoted a school of advertising in New
York, having been connected with the
publication of Printers Ink, and being
with one of the live agencies today.
Mr.. BIanchard's Address.
Mr.. Blanchard is not only an easy
and fluent speaker but most forc1ble
one. He illustrated his points in such
a manner that there was no doubt as
70 In he int
convey. In his opening sentence the
speaker said: cit is a fact that sta
tistics collected few years ago
demonstrated that $35O,0O0.00O is
spent annually in the United States
for advertising and that of this
am mount SO per cent was wasted.
II believe that an even greater sum
than the one named is now spent an
nually inz exploiting goods which are
for sale but 1 am equally sure that the
per cent of poor advertising is much less
than it was when these figures We're
gathered. The reason for this great
loss in the advertising appropriation
may well be classed under heads.
Essentials of Advertising.
Mr.. Blanchard established the follow
ing points and drove them home: o.
Ffrst-Have a first-e1asS article bet
ter tina many other similar article if pos
sible.
second-Select the proper advertising
mediums.
Third-Secure the proper distribution
of the article-have it ready when called
for to respond to the demand sure to
be created by proper advertising.
Fourth-Don't let up on the advertis-
ing-keep at it or you will lose its ef-
fects sure. Experience teaches this be-
yond the possibility of a doubt.
"Rightfully written advertising is
one of the means of attaining success
through the mediums patroniZed: You
must have something as good or bet
ter than similar articles on the market
or else a similar article for a less
price Then there is the necessity of
knowing what mediums should be
used and the purchase of the knowl-
edge of advertising which you may
lack.
One Who '.Knows 1t All
'"The average small advertiser
thinks that he knows all there is
bout advertising to be known when
he starts to advertise and fails to ap-
preciate the value of an analytic crit
ical specialist who has spent years in
acquiring his peculiar line of knowl-
edege.
Topeka is peculiarly fortunate in
having two of as up to date newspa-
pers as I have ever found in a city
of 10000; in fact, 1 know of no other
city of the size which has two papers
which compare even favorably with