The Salt Lake tribune. [volume] (Salt Lake City, Utah) 1890-current, 1910-02-12
This Is Way Mr.. Dobbs Classes
Advertising in Lecture TO
Local Ad Club.
AID CLUBS BIG FACTOR
IN COMMERCIAL WORLD
Honesty in Advertising Only
Method That Will Pay
i'm End.


-id club in honor of Mr.. Dobbs. presl.
dent of the associated advertising clubs
OF America, aud il was attended by
nearly 100 members of the club and
guests. An excellent dinner was served
before the address and il was followed
by few impromptu speeches by mem
bers Of the club, The guest of the
evening was latc-through no fault OF
his own-for his train did not arrive
until after tho hour set for the dinner.
and il was O'Clock before he was
ushcrcd into the dining room by the
rcccptiop committee, consisting Of John
.Ianncy, T. f. Thomas and Malcolm
NcAllister,
+. d, French. president Of tho Salt
Lake Nd club. acted as toastmasier. IN.
Producing Mr.. oDobbs as the - Good
Indian who Originated the arrow SO
often seen in advertising copy of today.
Mr.. Dobbs said that although he per
sonnllv appreciated the warmth of his
welcome. he took IT as an honor to the
president Of the associated advertising
clubs rather than TO himself.
At the start Mr.. Dohbs said there
were only two kinds of advertising
which should be classed rs ''good and
bad. - aud he added that all as in
dividuals, corporations aud municipal
ties suffered from both kinds.
Wakes Flowery.
II bring 10 YOU the greetings of the
great southeast as fair a laud as ever
was blessed by God sunshine and
showers, said Mr., Dobbs. I'VE of
the south have suffered from bad ad-
vcrtising. and on account Of the bad re
ports published about us. we lay for
years supinely on our backs. y
The speaker paid his compliments 10
the "'provincialism" shown by many
business men Of the cast who lived in
tho canvous Of Wall street aud whose
horizon WAS the entrance to the subway
aud whose lives were spent within the !
four walls of their Offices without OPP
poriuuity OF rub elbows with the more |,
progressive and energetic men of the |
west. He said that although he de- |
piorcd the ''had. an advertising that !
had affected the south. and regretted |
tho dark blo;s of the record of Dixie. |
the north must remember that the black |
jicnds who laid hands on the white go. /
mcu must die.
..Sou people of Utah have some
things that YOU VIII have Ia live down, |
bu, here you have as fair little city /
IS can be found in the United States.
said Mr.. Dobbs. but YOU need TO tell !
tho people Of the country that YOU have /
This ideal city With territory Of 800
miles on every side directly tributary |
aEd the center OF community that VIII
eventually surpsss even the most optl-
mstic predictions
Referring again to the south tho
speaker said that while the United /
States had only doubled lis production
in rem years the south had shown an
increase Of 100 per cent in its cotton
production in eight years. He referred
10 The last national convention Of Ad
Men al Louisville as a feast of great
value 10 the profession. and took the |
statement Of large eastern packer ms
his text: Advertising is an investment
and not All expense.
Potent Factor
Mr. Dobbs said the associated adver-
jisino clUbs Of the country were i po-
tent factor in the commercial world.
iuasmuch rs more than fiftv clubs with |
membership Of 5000 were meeting reg
ulaTlv each month for the discussion Of /
topics that had 10 do with the com
mcrcial prosperity of the country. In
illustrating the influence of the adycr
tising men and their organizations, he
said that the pastor who could get an
audience Of 500 was fortunate while a
college professor delivered his care
fully prepared lectures 10 100 students
aud tho most brilliant lawyer summed
ip bis case 10 thirteen men, including
the Judge and Jury and few court
lomgcrs who did not count. On the
other hand he said, The advertising
men talked 10 the whole community
and actually shaped the lives Of tho
masses Advertising. he said. was not
regularly taught III any of the institu
tions of learning, although in Mime
sofa there is Z college with chair of
advertising held down by professor
who proba bly, never spent a dollar III
practical advertising in his life
Whenever your Ad club here in Salt
Lake loses sight of its true purpose YOU
might as we'll quit Immediately he
said. You can't simply make your
club a social affair and succeed. for
when men are educated at q cotillion
they are educated at ihe wrong end
4 man who would succeed 10 the ad
vcrtisinc business needs All his brains
twentv-fouT hours of every one of the
365 days in "A year, and be ought TO be
mighty thaukful for the extra day that
comes every four wears. he said.
Investment; Not Expense.
Mr.. Dobbs said in illustrating his
statement that advertising is an in
Dobbs referred 10 Rochester. which,
through the advertising Of The East"
man company. had come TO be known
the world over as the - Kodak City
This name. he said, had come 10 be OF |
almost inestimsbIe value through the
extensive advertising campaign Of tho
East eighteen years. aud today the
names Of wcll-.dveriiscd articles were
worth hundreds OF thousands Of dol.
lars, while The advertising had brought
regular and certain returns from year
10 wear.
Taking up the subject Of bank ad.
Vcrtising, Mr.. Dobbs related Instances
where banks. through legitimate aud
Intelligent advertising, had surpassed
the growth Of other institutions while
the advertisers were handicapped in
other ways. These banks had adycr
tIscd reasons why the public should save
money and deposit with them, while the
old fossils had simply carried "card, "
saying they had been organized in 1892
and had a capital Of "steeu'' thousand
dollars.
"Givc me an article of merit, whether
u be necessity or not. and with a
.ludieioUs advertising campaign. backed
by an able selling organization. ! will |
make the demand equal Ia tbe factory
output, regardless ofNits capacity" said |
Mr.. Dobbs. Advertising is making
the luxurN uf fodar bo ,o.ocS,f,. II