The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1910-10-12
PUTS UP THE SAME
FIGHT As Times
E. st. Elmo Lewis Tells Of Campaign
Of Association of Advertising
Managers Against Fakes.

While The Times is making deter
mined fight against illegitimate adver-
Using. there Is a national force which
lis operating with energy and distinct
success towards the same goal. Th's
potent agency is the Association or
Advertising Managers, which was or
ganized in Detroit on June "a. 1910.
E. ST. Elmo Lewis, advertising man
ager for the Burroughs Adding Ma
chine Co, is the president OF the asso-
citation, and he was largely instru-
mental In causing the advertising
managers OF mammoth plants to or
ganize. The association now has lou
members, whose establishments ex
pend between $l4 .000,00 and $4,000
900 a year In advertising. The mem
bership has been limited to represen
tatives Of corporations, firms and In
dividuals expanding, In each instance.
for advertising $4,000 or more ar
nuaily. In exceptional cases. however.
firms spending $4,000 or $4,000 may
be allowed TO join.
The association, In an announce
ment, points out that II has three OBJ
jects In view for accomplishment. as
| follows:
First-Conduct a campaign for
the advertising OF advertising, In
which we will endeavor TO prove
TO the American buying public,
that the advertised trade-marked
goods are 80 per cent good, and
better than the unadvertised, un-
trademarked goods. II will be an
Affirmative instead Of negative
campaign. In this campaign, We
shall ask the cooperation OF pub
fishers everywhere.
Second-We propose TO institute
| campaign through the trade
| papers. through direct work, etc,
1 to convince the dealer that II Ii
| to his interest TO handle trade
marked, nationally advertised pro-
ducts, and coincident with this
| part OF the campaign. We will,
| through our bulletin TO our menu
| bers, endeavor To show the most
| equitable ways 10 handle such
| work, 80 as to run a greater OPP
portunity Of enlistlng the hearty
support OF the retailer.
Third-ln order to carry out
| both the first and second PROPOSE
lions, II will be necessary TO con-
vince the publisher that II Is un-
fair competition to ask legitimate
advertising to compete for the
public confidence In his column
with fake or immoral advertising
Our association" said Mr.. Lewis.
aims not only to protect its members,
who spend millions every year In le-
Ultimate advertising, but to protect
the public from fake advertisements
as well. The firms represented in our
association are doing an honest bust
ness, and we don't want to have our
advertisements appearing alongside
those OF illegitimate concerns. II the
papers and periodicals want our ad-
vertising they will have to throw out
that Of fake corporations and individ-
uals. A manufacturer of a legitimate
article doesn't want to see his 'ad.'
printed beside that OF fake mining
or patent medicine company. II we
can induce the newspapers and maya
zines to refuse fake advertising, then,
rs have said. we will not only be pro-
tecting ourselves. but the public. too.
II the public finds that all the adver-
dsements 1t reads are genuine, the
result will be that the advertising OF
|, legitimate firms will be more bene-
fetal than It Is today, when SO much
illegitimate advertising IL accepted by
certain newspapers and magazines.
The fake advertising causes the pub
lie to lose faith In advertising as a
whole.
How wen we are succeeding with
our plan is evident from this" and Mr.
Lewis showed The Times q letter
from the advertising manager OF a
large concern. a member Of the assc
citation, who said he had cancelled the
firms advertising In one Of the lead
ing magazines because OF q fake lad"
II was running. The advertising man
ager Of the firm said that the maya
zine couldn't again get his firms pa
tronage, which amounts TO a large
sum. unlers 1t resolved to eliminate
the fake advertising.
Il am glad to see," Mr. Lewis con-
tinued. that The Times is continuing
It's fight for clean advertising col
umns. II means q lot to the proprie-
tor OF a paper to make such q sacrl-
ice. and The Times Ia certainly to be
commended for the course II II DUR.
suing"