The Caucasian. (Shreveport, La.) 1900-192?, 1913-05-15
AID CLUB MEETING.
Entertained by w. A. Jones and
Meyer Benson, Whose Addresses
Received Marked Attention and
Unlimited Applause.

SHiHlIItCu HpplduSC.
The Shreveport Ad Club, at their
meeting held Tuesday night in the
headquarters of the Chamber OF
Commerce in the Commercial Ma
tional Bank building, heard two ad-
dresses which received marked at
tention and applause unlimited.
In his address w. A. Jones of the
Louisiana Land and immigration
Company discoursed entertainingly
on his subject, "A Bigger and Bet
Pier Shreveport" In the course OF
his address. he stated facts which
can not be successfully contradict
ed. He expected to arouse criticism
but he would hew to the line of
what he believed to be progressive,
intelligent development. 1t is his
opinion that Shreveport's prosperity
and growth is dependent more on
agricultural development than on
factories. He is an advocate of
small farms, owned and cultivated
by white families, instead of large
plantations, populated by negroes.
The possibilities of this State and
especially of North Louisiana, are
of such magnitude as to he inde-
scribable and almost beyond con-
Geption. We have Oil and gas, the
best land, hill and alluvial, a con-
genial climate, sociable people, in
brief, all that any reasonable man
could expect, and it was only a
question of few years when
Shreveport's population would ex-
coed $4,000. He cited, in support Of
his advocacy of small farms, the
development by Allen & Hart, the
owners of the Foster plantation in
BOssier, whose division into small
farms will net these gentlemen a
profit of a hundred thousand or
more dollars, besides adding to the
population desirable, thrifty white
farmers who would help to boost
Shreveport, their natural trading
point, and will become the medium
of attracting hundreds and thous-
ands of their friends to this section
Of the State. In his boost Of Shreve-
port Mr.. Jones cited the CONNER
cial National Bank building as be-
;ng one of the most substantial ad-
vertisements of Shreveport. He
closed by commenting the activity
and the good work of the Ad Club.
The address by Meyer Benson OF
Benson Company was on advertise
ment Mr.. Benson's presentation OF
his subject was original. Publicity
is essential, but it must be directed
with practical intelligence and with
he purpose Of securing results. The
basis of advertisement and of pub
ticity must rest on honesty and
truth. The public must never be de-
ceived. Confidence, which is the
handmade of success, must be
maintained in the individual in ev-
cry business transaction. 1t is the
individuality, fostered with honesty
and truth, which counts. He said:
1.-The nature of this individuality
and how to make it pile up divi-
dends for us, is one of the mer-
chants great problems. The stores
individuality first reaches the con-
sumner through advertising; you
must give him some distinct and
individual reason for believing that
your article is better than another;
your manner of expression, the
clarity of your description to the
customer is often an index of your
business. Your individuality is the
aura of your personality; it includes
your intelligence, tact and tempera-
ment, and it requires the judgment
to select men of similar intelli-
gence, tact and temperament to
carry out your plans and impress
your united individuality upon
those within the radius of your in
fluence. Shreveport merchants and
the Shreveport Ad Club can do
great work in fostering a spirit OF
local pride in our industries and
business institutions, and we can dc
this without fracturing our allegi-
ance to the principles of truth and
confidence. Our shops and stores are
entirely adequate to the demands of
this community. and our enterprise
will certainly keep pace with their
future growth; the confidence you
expect in others, you must first
have in yourself, and you must get
this spirit in your advertising"
The Ad Club was adjourned after
having transacted the business of
the session.
Cotton Region Bulletin.
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