The San Francisco call., 1910-06-23
PUBLICITY men
BOOM PRODUCTS
OF The COAST
Delegates to Advertising Com
ventiOn Entertained by San
Francisco AID Club
William WOOdhead EvOkes Ap=
pIause by Reference to Pan=
ama=Pacific Exposition
Continued From Page IL

think you are also familiar with the
fact that Mr. Hale was the originator
Of the Panama canal exposition idea in
san Francisco. have great pleasure
in presenting to you Mr.. r. B. Hale"
Applause for Hale
Hale who was applauded, spoke as
follows:
zone OF the first things I ever learned
about advertising was, never waste
space-it costs money; never use un-
necessary words-people will not read
them. And about the next thing that
came riy way was clipping from the
League of American wheelmen Bulle-
tin entitled cut 1t Short The first
verse ran thus:
o IF you've got a thought that's happy,
Boil it down;
Make It short and crisp and snappy-
Boil it down.
When your brain its coin has minted,
Down the page your pen has sprlnted,
II you want your effort printed,
Boil it down
And so this address tonight has
been boiled down until it is safe to
= very few minutes.
First Exhibit Here
III / am correctly informed, this is
the first advertising exhibition that has
ever been held west of Chicago. and
San Francisco is the third city in the
gathering, and / therefore take great
pleasure in opening the show and in
welcoming our visiting brethren of the
advertising craft. many of whom have
come from distant cities; and also our
fellow citizens who have shown enough
interest in advanced business methods
10 lend their presence here tonight
ITO the Advertising Mems associa-
ton great credit is due for the COM
pleteness Of this exhibition. showing,
as il does, the varied arts and tools of
The craft You are also to he con-
graduated upon the fact that you have
succeeded ia forming an association
consisting of the advertising clubs from
nine or ten OF the largest cities of the
j
dion You have realized the importance
OF the get together spirit, and actually
formed an association big enough and
strong enough to look after your in
terests and further your purposes. not
only in the Pacific states, but every
where in this broad land.
Lesson of Cooperation
In the past our people have been in
Uividualistic in their work. We are
only now beginning to learn the lesson
of cooperation. We have in this great
west the natural playground of the
world With our snow capped peaks
our beautiful mountain streams, our
shady hooks, our superb climate, happy
hunting grounds and fishing streams,
we should and can divert hundreds of
millions of dollars which are being
spent abroad by our eastern relatives in
foreign travel, if we will but let them
know what a wonderful country lies
upon this western shore, and it is your
part as advertisers to assist in calling
the attention of the travelling public to
what we have here.
ITO those who may have come in
touch with this, the work Of the asso-
citation, for the first time tonight. I
may say that the purpose of the organi-
zation is to cement the advertising men
OF the coast into an organization for
fostering faith in, to disseminate infor-
nation about, and TO advance the inter-
ests Of advertising. This exhibition is
TO educate advertisers that they may
have knowledge of the various legiti-
mate media, and the public that they
may better understand and therefore
become more responsive to advertising
Great Business Force
Advertising today is one of the
great business forces. The best evil
dence Of this fact is the estimate made
by men who are best able to Judge
that from s75o,0OO,Oo0 to 81, 1000, ,o00, 900
are expended annually in the United
States for this purpose Think of
spending the capital stock of the steel
trust, or OF the entire annual products
Of the great state Of California, in ex-
ploitation in one year and you can
obtain an idea of what a sum this new
field OF endeavor represents in money.
The figures are truly startling.
especially when we look back a few
years TO the days when advertising was
looked upon as foolish and unneces-
sary expense. Today it is considered
one of the first essentials IN any well
regulated business venture. The best
thought is given to it, and in it's broad
est sense success depends upon it. In
my mind it is often ukened to great
reflector, for by means OF this reflector
The merchant is able to exhibit to
prospective customer most any kind of
picture he wishes to paint
Result of Good Work
IF the work is well done. the fefec-
tion perfect the customer gets a very
good idea, but if overdrawn, exagger-
ated, misrepresented, the customer is
sure 10 be disappointed in the possess
sion Of the article. Advertising simply
tells the story. 1t interests the pros
pective customer, but does not make
the sale. Seldom are goods purchased
without examination, and advertising