The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1911-08-04
NEWSP APER SPA ACE
HELP TO JEWELLERS
Expert Tells Convention That
They Must Reach Buyers by
That Means.
KANSAS CITY WINS FOR 1912
Officers OF Association Re-
Elected-Take Trip Down
James River To-Day.
KANSAS CITY WINS FOR 1912

battle. which developed much partisan
boosting. a friendly interchange Of
knocks, and a generous amount OF
what, for the lack of 4 better term.
may be described as spread eagle ora
tory. When the committee on selec-
tion announced the result OF the ball
lotins late yesterday afternoon. Il was
found that Kansas City had received
az of the accredited l25 votes OF the
convention. and Cedar Point, O., So
Invitations were also received from
Niagara Falls. Buffalo. Chicago and
Washington. but the selection COM
mittee narrowed the choice between
the two cities figuring IN the Anal bal
lot.
Same Officers Elected.
AS had been predicted earlier in the
session, all OF the executive officers
were unanimously e-elected-Steele
F. Roberts, Pittsburg. president: r L.
Combs. Omaha, first vice-president;
George H Tucker, Chicago second
vice-preskent. and Claud wheeler. Co
lumbia. Mo. secretary The only ex-
cepuon was Treasurer Oliver NJ Aries
who was no longer eligible for the
office because OF his withdrawal from
the retail jewelry business j. r Steb-
bins Of Ashtabula, o. a member of the
executive committee, was unanimously
chosen for the premiership, and A.
elected TO MI the vacancy thus created
on the executive board. Charles T
Evans, OF Utica. y. Y, was chosen
member of the executive committee
10 succeed J. p. Archibald. OF Blairs-
VILE. Pa The nominating speeches
were unanimous in their declarations
that the striking progress OF the asso-
citation the past year Is directly at
trioutable TO the efficient service rem
dered 81 by the executive officers. and
that these should for this reason be
retaineI for the coming Sear The
unity of opinion prevailing on this
point. yesult.ng in the reelection of
almost the entire slate. was felt to
be nothing more nor less than direct
good management OF the executive off,
GERS.
The Most Strenuous Day.
Yesterday was by far the most siren
uous day OF the entire convention. In
many respects II was also the most
important. Two executive sessions
were held, one at $50 in the morning
and the other Immediately after the
selection OF the 1912 convention city
late in the afternoon. In addition &c
this the assembly heard six addresses
The days work practically ended the
1911 convention, only q small amour,
of unfinished business remaining 70,
consideration ts-day. The Richmond
meeting becomes history at IL o'clock
this morning, when the body adjourns
and goes for a JOY ride down the James
on the steamer Brandon. The trip is
rendered the delegates BY the Twenty
four Karat Club. OF Richmond and is
expected to put a e25-l000 fine finish
on what President Roberts has charac-
terized as the most successful and
1Nus L., -
citation has ever held"
The mornings speaking program was
opened by William Hollweg. OF the
Dennison Manufacturing Company,
New York, who spoke on THE Selling
Power OF Good Display" He made out
strong case for the use OF tastefui
fixtures and accessories in the retain
1ewelry business. In this day of siren.
uous competition. he said. there Is little
room for one merchant to go another
very much better in the matter of price
The jeweler who will make use of boxes
and display fixtures which lend indi.
viduality and character TO his goods
will in the end get the biggest share
OF the business. The jeweler who
learns how to make presents more pre-
sentable than his competitor will win
out.
Advertising and Good VIII.
The most distinctive address of the
day was delivered by Robert T Nat
tain associated editor OF the New York
jewelers. Circular. who chose the sub
acct. The Retail jewelers. Advertls-
ing" He showed a clear grasp of ad
vertising psychology and touched upon
a number of advertising problems in a
highly interesting way. The good will
of the public. rather than a short-lived
IA tut,
Ideal to be sought by the retail Jew
eler. On this point he said:
Good will is something which is
actually created by teweler in his
own individual way. through the in
strunentality of honest advertising
and effective store service. But good
Will must be nurtured and tenderly
cared for. 1t is like a sensitive plant,
likely to perish If neglected. Your
advertising must be keyed TO the class
whose good will you wish to get and to
hold Honest and continuous adyer-
Using. backed by the right business
policy. will insure your good will
against loss and Will give 1t @ value
which may be turned into cash at any
time"
In constant cooperation and inter-
change of views at conventions like
tHe present one, tne speaker asserted,
lies the only hope against absorption
by the mail order and department. store
INTERESTS. Organization will make the
retailing jeweler immune from the
mall order lion. It is already doing 1t.
You remember" he said. "the reply
of the minister who was asked one day
by his son why the lion did not eat
Daniel. He said because the most of
Daniel was backbone and the rest OF
him grit. That is why the mail order
lion will not devour our trade, Be-
cause now most OF us is backbone and
the rest of us grit. and grit and back.
bone can withstand almost any on
slaught."
Newspaper is Best Medium.
The newspaper, in his opinion, is par
excellence the medium to use in advor-
fiajpo Reside ~ tbaat.n