El Paso herald. (El Paso, Tex.) 1901-1931, 1913-12-02
GO CLUB IS FORMED; MEMBERS
WILL THROW LIGHT ON TAKERS"
Claiborne Adams Heads New Organization With NJ P.
Carlock Secretary; OK S. Bruck, Of Dallas, Makes
Pithy Speech; Charter List Shows 100 Mem
bers Jake Miller Is vigilance"
Chairman.

40 4S41CS44NO
{ so many miles of railroads. C0mmu-
J nifty advertising is one of the vital fac
! tors in the growth Of a city and Il
( should be cultivated.
Club Elects Officers.
It. was after the address Of Mr..
( BruSk who was the principal speaker
that ETr. Adams, then acting as chair
J man. appointed the committees to nom
mate the officers and select the oil
/ rectors of the club. NJ. Coblentz, A
/ Schwartz, J. Z. Northpan and W. I
I Hixson were appointed as the COM
rnittee to nominate the officers The
I directors committee was composed O.
n. p. CarlOck, Jake Miller James Ia
Mari and Byron W. Orr. The names
OF the officers nominated and elected
follow:
President. Claiborne Adams, man
aver of the Globe mills; vice president
/ J. Arthur Tobias, advertising manager
of the Popular; second vice president
! Fred J. Feldman, Of the F'eldman COM
Pany; secretary N. + WIGS Mbifa 8 aoTse
treasurer. Paul L Atkinson, assistant
/ cashier of the Rio Grande Valley Bank
I & Trust company
VIII Have Regular Meetings.
The directors selected were W. M.
Schwartz, Popular; James L Mari,
Austin & Mari; Charles J. Anstrandi
". T. Hixson company; z. G DAVIS
Times; NJ Coblentz, White House, W.
G. Kempner, Calishers.
Jake Miller, of the White House,
, was appointed chairman Of the Vigi-
lance committee The duty of the
committee is to look out for fake"
ads.
The officers and directors Of the
club viii decide on the time OF holdlns
the meetings of the club. Regular
meeting nights will be decided on. 1t
was suggested that the club meet
every week.
During the evening punch and cigars
were served. J. NJ Spain installed a
grafOnola for the occasion.
Claiborne Adams said that in cheek
ing over accounts of last year he found
that the Globe Mills had spent $500 IN
program advertising and he did not
think that the firm received over $4V
benefit from the amount expended lie
spoke of advertising in newspapers,
magazines and other periodicals
A Business OF Tomorrow.
o. S. Bruck said that the advertising
and not a CRATER. advertising is not
today's business; it is tofnorrow's bus
mess" he said. 1.-THE only way IN
which you can establish a personality
is through the printed word. You can
not establish a personality except Dy
you have established a city that
viii be a credit to you, a credit to your
children, and to the stranger that
comes within your portals With the
organization Of an ad club you viii
place business in better channels. It
viii set men to thinking, and when
some of them start to thinking they
viii cure some Of their discrepancies.
Does Not Favor Any individual.
''Tne purpose OF the FL Paso ad
league is not to further the interest Of
any certain one. Your newspapers
cannot be furthered by it. 1t is to be
a study. It will not be organized for
the benefit OF the newspapers or street
car advertising.
'The only way in which you can
make it a success is by Individual CO.
operation"
No Salaries to Be Paid.
Mr.. Bruck said that no official OF
the ad club received any salary. vol
Unteer service, he declared, was the
that every member should attend all
meetings. Committeeman who would
not work or attend meetings, he said,
should be fired
not a boosting club, but he compH-
mented the FL Paso chamber Of COM
merce. The ad club, he said, would
help it and would improve the window
ad display Of the city.
Adman Must BE Moral Man.
with the organization Of the ad
club and the bringing in Of new ideas
some one viii have to give way to the
ad men," he said "a freer rein should
be given the ad man. If you have an
ad man YOU can't trust then you
should not have him. An ad man must
have good morals and good health. If
he hasn't good morals he can't have
very good health.
'.Desire is destiny. Why do people
buy2 Play on vanity" Ginger and en-
thusiasm and knowledge Of printing,
he declared, were factors IN all lines.
ADVISES Reading the Bible.
He advised all present to read the
Bible. The success Of the club, he de-
cIared, depended on the education ana
instruction Of the individual members.
q get mad at people keeping up ap-
pearances and busting America" he
declared How many stores in FL
Paso busted for that reason? 7 wont
speak Of that"
He said that the man who was join
ing the club solely with the idea Of
keeping out fake advertising would be
disappointed. His competitor, he said,
would attend all the meetings and thus
in the end outdistance him. Educa-
tional work. he declared, was the main
thing. al
Advertiser Must Be shown.
Advertising should be criticised, but
the criticism should be constructive.
An advertiser should be shown how an
ad could be made better. An address,
advertisement Store service should be
studied. Community service should be
had in every place, and in every line.
In this connection he spoke OF the in
ability Of a street car conductor on a
smelter car to tell a woman passenger
where Los Angeles street was.
The relation Of type arrangement he
said was vital. Before the members
start cleaning out the business of 9TH
ers, Mr.. Bruck declared, they should
clean out their own business.
Newspaper Men Moral COWards.5
81 was fired once because I refused
to solicit advertising for a special edi-
tion," he declared. IF a man says to
you that he viii give you So 900 circu-
latiOn, and tells you this and that, he is
lying to you. If there is a newspaper
man here getting out a special edition,
1 will tell him so to his face.
when the newspapers Of America
clean up, then we are going to get bet
ter results out Of our advertising" Mr.
Bruck declared. 1.-The newspaper men
Of America are moral towards. The
publisher who is publishing
infamous advertising is a moral cow
ard"
Should Consider Editorial Policies.
Editorial policies Of a newspaper, he
said, should be considered. A paper
that was stirring up strifes and strikes,
he said, he would not advertise in.
He advised the merchants to send
their advertising men to ad conVen-
rfOnE Take wives q ~