The Birmingham age-herald., 1912-05-21


  tained by the Dallas News at an alfresco luncheon this morning. The afternoon was given over to business sessions
 The business session of the day was varied in the evening by gridiron din- | ner classified as a round up'' at the Co., i, lumhian club with visiting newspaper men | as the guests of the Dallas Press club. The speakersfwere Governor Colquitt of Texas, J. A. Mcdonald of the Toronto l Globe James Schermerhorn. president of the Detroit News; United States District Attorney Atwell of Dallas and Robert Buckingham of New York city. Follow ing the entertainment of the visiting news paper men the "blue bonnet 800" enter tained the women visitors at the Colum- bian club.
 Municipal State and Sectional Adver- l tising" was the general subject of an evening meeting held at local theatre.
 Lucien E. Wilson. secretary of the De- troit Board of Commerce; Henry Exall. president of the Texas Industrial Con gress. and G. Grosvenor Dave of Wash ington. D. C., managing director of the Southern Commercial Congress. made the principal addresses.
 First Session Held
 After a Sunday largely devoted to lay sermons by members of the Associated AHNtft1El1K 1luDN or a11eflcu Tn 1nIlHS pulpits, the association met in annual ses- sion in Dallas today Sunday was fin ished with mass meeting with the get tegether spirit for its general subject. Pr esident George Coleman of the asso- ciation presided at the meeting
 "Olganizat.nn needs of retail advertis- ing was the subject of an address by Jnlus Schneider of Chicago. The con Iention was opened today by an address of welcome by Governor O. B. Colquitt. Mayor William Holland of Dallas deIivar- ed the second welcoming address. From St. Louis came a parody on the Missouri bound dog song. the sing-song- words of which make 1t plain that nobody is Kicking a dog around. for he is big bIl dog weighing 80 pounds.
 | The second session of the convention vas devoted to hearing the reports of committees and addresses covering meth | ols and results of educational work The presidents reception will be held tuesday night. The entire day will be devoted to hearing addresses and to dis cr ssions
 The advertising men will spend Wednes- day in Fort Worth. Thursday officers will be elected and the convention city I fer next year chosen.
 1 A circular tour of the state will begin Friday morning.
 Schneider on Advertising Mir. Schneider treated the general subject of newspaper advertising. point | Ing out it's defects and advantages. all luded to the change of national adver- tisers to the newspapers, showed that soliciting is highly developed. but that the retailers are without efficient or ganization in their advertising depart ments, and suggested that there are signs that this error is being discov- 1 cred and corrected" He said that "chief of the fundamentals governing every phase of successful advertising l is to know your public,'' and developed l this thought cleverly and convincing fly He then took up the practice of lthe department stores and showed wherein they are deficient and their ad- vertising policy fallen into a rut." He made a clear analysis of the propor- ton of the people who are likely to be susceptible of advertising influence, and emphasized the necessity of knowing l this before advertising is attempted and put stress upon the desirability of giving advertising managers scope to originate and develop their constructive ideas. He dealt with several features of ordinary department store adver- Using that seemed to him to be faulty, such as the attempt 10 make adyertis- ing "balance" the undue use of super lative adiectives in price making the 1overworking of advertising men. copy l ing style that does not fit" etc. Then | he proceeded to say that these things "are trivial matters when viewed in l the light that they are simply the de- tails which prove the great and glaring | fault is: Inefficient administration ude Ito insufficient expenditure for organi- zation. It fig the fault of the merchant behind the ad man who refuses to pay for an organization fitted and able to employ and get the best results from every avenue of profits" Tt would be interesting to note the changes in the advertising of house that had the nerve and foresight to