The Detroit times., 1910-10-13
PUIs UP THE SAME
FIGHT As TINE
E. st. Elmo Lewis Tells Of Campaign
of Association Of Advertising
Managers Against Fakes.

AunuseIs dkulust xSAes.
While The Times Is making deter
mined fight against lllegitimate adveI-
Using. there Is a national force which
is operating with energy and distinct
success towards the same goal. Th's
potent agency Is the Association OF
Advertising Managers. which was or
ganixed In Detroit ON June "a. 1910.
E. st. Elmo Lewis, advertising man
ager for the Burroughs Adding Ma
chine Co, Ia the president of the assn
citation. and he was largely instru'
mental In causing the advertising
managers OF mammoth plants TO or
ganise. The association now has iSs
members. whose establishments ex
pend between S14.000.000 and $4,000.
600 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
nually. 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 Oh
jects In view for accomplishment. as
follows:
First-Conduct q 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. I'M
trade-marked goods. II will be an
Affirmative instead of q 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,
TO convince the dealer that II In
to nis interest to handle trade
marked, nationally advertised pro
ducts. and coincident with this
part or the camp ign, We will.
through our bulletin to our mem
bers, endeavor to show the most
equitable ways 10 handle such
work, SO a. to run a greater OPP
portunity of enlisting the hearty
support Of the retailer.
Third-ln order TO carry out
both the FIRST and second PROPOSE
tions. IL will be necessary to con-
vince the publisher that II is I'M
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-
climate advertising. but to protect
the public from fake Advertisements
as well. The firms represented I'm our
association are doing an honest bust
ness, and we don't want to have our
advertisements appearing alongside
those OF illegftimate concerns IL the
papers and periodicals. want our ad-
vertising they will have to throw out
that OF fake corporations and individ.
uals. A manufacturer Of q 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,
as have said. We will not only be pro-
tecttng ourselves. but the public. too
IL the public finds that ali the adver-
tisements II reads are genuine, the
result will be that the advertising OF
legitimate firms will be more benz
fetal than II Is today. when so much
illegitimate advertising is accepted by
certain newspapers and magazines.
rhe fake advertising causes the pub
lie to lose faith in advertising as a
whole.
How well we are succeeding with
our plan Is evident from this" and Mr.
Lewis showed The Times a letter
from the advertising manager of a
large concern. member of the assc
citation, who said he had cancelled the
firms advertising In one of the lead
Ing magazines because Of a fake "ad -
It 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 large
sum. unless II resolved to eliminate
the fake advertising.
Il am glad 10 See" Mr.. Lewis con.
tinued, that The Times Is continuing
It's fight for clean advertising col.
umns. II means lot to the proprie-
tor Of a paper to make such a sacr.-
fee. and The Times IL certainly to be
commended for the course IL IL pur.
suing"