The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1910-01-23

Erman J. Ridgway, publisher of the
Rutterick publications and Every
body's Magazine, recently made no
table address before the Chicago Ad-
vertising Association. The address
deals almost exclusively with the ad-
vertising and publishing business, but
its logic applies TO practically every
other business as well and is worth
following by every business man. Mr..
Ridgway said:
Mr.. Ridsway's Address.
Let's get together in improving the
relations of business men with each
other.
/ want to tell you that there should
be no place in our business methods
for the knocking" of competitors.
Any man who makes any other mans
game harder ought to be brought TO
task. realize that we in the advertis-
ing business may let slip some hot
word or even thoughtless comment
that will do damage to the other fel-
low; but we owe it to ourselves as
advertising men to play the game
fairly.
I have always tried to maintain in
our Office the principle that it is not
necessary to ruin any one else's BUSH
ness to make ours.
1t is hard for the younger and older
boys to realize that when they criticise
rival they are rejecting on their
own business. An advertiser sitting
at his desk placing business, who lis
tens to a stream of conversation, all
OF it praising one NAHUM, or one
class of mediums. and criticising 9TH
or mediums, naturally-inevitabl ably
must in his own thought begin to
wonder If there is not something
wrong about the whole business;
whereas II man takes the position
that he is working for his house first,
but ia glad If he can in justice say
good word for the other house, the
effect on an advertiser must inevitably
strengthen all advertising. AS a
working principle this altitude Is in
valuable.
I should very much rather lose bust
ness than to run 1t In our periodicals
knowing that it had been gotten at
the expense of the character Of some
other worthy man. l am a bit selfish
In talking to this point.
The publications with which have
recently associated myself have suf-
fered considerably in the past from
criticism; | think some of it was justi-
fed, but all of it I believe was I'M
necessary.
don't believe anybody else has
profited proportionately and to a suffi-
cient degree to compensate him for
any harm he may have Willingly or
unwittingly done to those properties,
and / cherish the opportunity | have
today to say to you that we would
appreciate the utmost consideration
on the part of all of you at this time
while we are in a measure rehabili-
tating ourselves with the advertising
public.
1t may be unusual for a man to
stand up in company like this and
talk as frankly as I am doing, but
that is my habit, and when l want
anything, the easiest way is to ask.
If had the assurance from this COM
pany that they would be willing to
stand for 1t, would be willing to
talk until this time tomorrow. if you
would listen, to accomplish this end.
As to Imitators.
The other point wish to have You
realize is quite another feature of the
business.
Nearly every man has some more
or less justified complaint because
some other man in his line of bust
ness has initiated him. No man who
prepares good copy can be sure of
having a monopoly on the use Of
that copy; you have all felt this in