The sun. [volume] (New York [N.Y.]) 1833-1916, 1910-10-12
INSTITUTE OF ADVERTISING
JOHN D. kENNEDY HAS 4 FEW
IDEAS ON THE SURJECT.
He'd Make Catching the Publie Eye an
ENaci science. With q Museum which
should Harbsr AL the Devices That
ENperteace Itas Proved 20 Ne Nroag.

Experience ftAs Proved 60 Ne NrOng.
RThe sphinx Club brisk folk who are
never silent aud who have no time 70
waste in riddles held its I0sth dinner
al the Waldorf Astoria last night The
sphinx is the advertising mems clearing
house in ideas Usually the guests Of
honor are men who have done things in
a new or effective way IAst night for
its chief guest the sphinx Club had John
T. Kennedy. one Of the best known ad-
vertIsing men OF the country and cele-
brated among advertising writers as the
reason why man
MIR Kennedy put a new idea before
them He suggested an institute for ad-
vertisinR research a sort Of advertisers
college with museum annex The coll
lege part would instruct writer's how to
writ" and hustlers how 20 hustle. while
the museum part would he filed with
discarded frills and fsnCies and fads
that had been tried out and forever re-
Jected because they couldn't attract the
public To spend money. Furthermore the
institute would have an ethical side IN
that II would investl gate fraud and bun
connie and seek to dignity advertising
To IN" plane of the recognized profes-
sions
Many ~ you have heard Of the cyanide
process for treating ores IN mining
said Mr. Kennedy Before its discovery
millions ~ dollars worth Of gold was
thrown away b,.causa II was impracti-
cable to extract the metal from the low
grade ores What the Cvanide process
has done for inning believe the pro-
pu~et institute would do for advertising
ia nu other business ~ there sucn q
a. IRk Ia kks.la
ar" to-day unConsldered In adver-
il>Ing there ~ to-day laCk Of consistency
~ m"thod. lack Of harmony in opinion.
Lack OF certainty IA operation The ad-
NertIs-r who seeks advice Eets 50 much
az Il and finds u 80 conflicting that he -
generally forced hack on his ind vid,lal
pidEin-n' lie has To grope hia wav
through experiments, fads, whims. stunts
and schsm'-S until he has paid the price
81 = complete ttlICatlon for a mere slice |
81 know is-'ig. Millions Of dollars are |
wasted ANNUALLY on hobbies that are fore.
gone failures that never have and never |
can bring hack results enough 10 pay for !
'h-tr Cu-t |
W" 1850. for INSTANCE. a 'tallest tower
IN Va world built 10y huge manufac.
tuning "uuC"rn an 'he eNueCtation that !
ms tower ~ M advert ls-m"nt would I
-''il '''wIng mach.u"s Later We are told I
that uo luCT~as' ~ sales traceable to /
20" budding ~ th.s tower
through 'h' unbiased findings Of tho ,
.usi .'"i" Tor advertising resea rCh the 7
lI'"-iis"r would know before he spends 4
hi- money all that others have learned 1
- uu'n''Is.' east IA" institute woula 1
hty" 40 aN" TO Erird. nothing to sell /
adv "rf.~,'r~ No iuisbi edues- - any
body l. would hIN, AZ Its head as al !
rector thu abl"~t advertising man that |
NANCY could s,'t with sufficient fund !
N"hIri h,m to carry out Investigations
which uD Idyv-f is..r could doubt
IT, prpf"-~,pu ~ m.diCIn. was once
WHORE "" A." 'o-da'. COMPOSED Of a |
l"' ~ ipdiN idlals zach acting on his own
initiative and guided bv his own limited |
Ugh Ih- broad and generous spirit !
vh'h advanced th' study Of medicine
20 ~ rr''-.u' high plane surely dw~lls
within - ~ ~" ady"r'Isiny world The !
irs' stops 10 cr"l'" q promotion fund
VI k"r' "dv SAID that the adyertsinR
agency ~ lord \ Thomas stands ready
fu 'opt1but" SsD to fund Of So 90
t"r ~" p'lrpu~' ~ making the institute
- sucr"ss
William 10 HuI,hAIr. tn" new pr.si
dem "' IN" Clyb told the adysrfIainR
mon iht' he Uunu ratur,. i an eager b..-
lever % iiis.hprd and a slnw believer
M truth and liar 80. wp-, ~ The sphinx |
club therefore was IHr',,r' mi for the
Tuhlr good tn" Cl1p -. - to protect !
W. honest uiHuIfac'l-,. aud tho public
lv "Nu"sluE i.-ur-"St idysrtls,nR
Nm 'ng "tE'r, wnp mad. -hpr' talks
w'-" Len VI Fral"v ndvertising man.
az r ~ Gimh"ls now store W " InRsr.
-nil. adv"rtIsinG manager for Rob-rt n
0g"r+oil \ BRO. and \ W McCann,
ttN"rtIs'ng manager for Francis n
s.gK.'t 4 90