The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1913-03-29
PROGRAMS new
ADVERTISING ERA
George w. Coleman, Publicity
Expert, Addresses Local Club
at Jefferson Hotel.
LAWS COMPELLING PURITY
Predicts General Adoption OF
Statutes Against Fraudu-
lent Advertising.
LAWS COMPELLING PURITY

| George W. Coleman, president of the
Associated Advertising Clubs of Amer
lea. is from Boston, and like most Bos-
| ton folk, he has a message. There is
the distinction, however. that his Is a
real message end not the preaching OF
visionary cult. His message carries
the news OF the dawning OF a new dny
In advertising, and last night he laid
1t before gathering of Richmond bust
ness men that filled the Jefferson Hotel
auditorium
| Described in the speal,ar,, ,u,
words, his address aimed chiefly to set
forth the new note of sincerity and CO.
operation that Advertising OF every
Kind is adopting as essential to its sue
cess In common with the whole COM
mercial fabric. There has come the
conviction. he said, that advertising
means something more than a com.
petitive struggle for advantage. and
that II is worthless unless IL is sin
cereiy linked up to the advertisers
sales and service
Enhanced CredibiIity.
In my own time" said Mr.. Coleman
have known the day when it was
only necessary to say Of statement
\ that III occurred in an advertisements to
condemn its credibility. No ore be-
lieved half he saw advertised. There
was reason. Charlntans and takers
business men, used the same white
| space aud the same type and there
was no way to discriminate"
with the rise OF advertising ethics
SAID the speaker. came reaction
Reputable newspapers and periodicals
declined to take misleading and nm
truthful advertising. Advertising clubs
and associations sprang up in ali largo
communities which began war on
frauds and fakes. SO successful has
this r,osn,EeHt 4A0s0. SAID. Mr.. Ge,nmsr,
thnt ii 6aa become Il poirit or honor m
live up to the printed promise and
now the bulk of advertising in the
press OF the country is truthful and ia
believed.
Cleans Its Own House.
Ihe Associated Advertising Clubs OF
America, said Mr. Coleman, is UNIQUE
among the nations ORGANIZATIONS In
that 1t began cleaning house without
compulsion from the outside 1t he
came early q tenet OF each of the 40
associated clubs that to accomplish its
nest work it had first to rid the com
inunity OF the class of ADVERTISING that
eNagGeratcs and misleads
Stringent laws against fake and
fraudulent advertising are now on the
statute books of six States, said the
| speaker, ard represent concretelv the
fruit of years OF labor by advertising
| organizations. With the onward march
! of TIE movement he said, every state
| in the Union will enact similar pure
advertising laws.
| Mr.. Coleman hailed the beginning
| OF new ADVERTISING era, in which the
scientihc spirit which has dominated
all industry and thought Will carefully
correlate advertising copy with the
character and needs OF particular. bust
ness and supplant the reckless race in
blackface type and white space that
was until late waged by competitive
advertisers One Will stop employing
4 giant 10 do boys work, he said
! Just because ones competitor commits
| that folly.
/ Noncompetitive AdvcrtisIns.
! me thing that promises most for the
| upiift OF advertising, said Mr.. Coleman.
J Is me increased use of newspaper space
/ that Is being made by COMPANIES own
: ing street railway, electric lighting
/ ana water works monopolies The ten :
uency on the part of these to engage
| IN quasi-welfaro work, which liz given
due publicity in the paid advertising
columns, he said, made for an Increased
| dignity of advcrtising
In this connection, MIR. Coleman noted
the comparatively recent DEVELOPMENT
or church advertising. Even such ar
acknowledged agency for good as a
church, thought the speaker. can be
pehehted by publicity. The Inevitable
| erect VIII be, lie said TO make the
! churches 1.-Two up to their ADVERTISING.
Mr.. Coleman depressed into a review
| or modern tendencies of business and
government to show that, like these
larger agencies. advertising has sha ken
OH ola conceptions and old formulas
ana ADOPTED new ones The most sig
| nihcant tendencies OF the present ,Va
he thought, was the substitution OF
competition for cooperation and the
| subordination of property rights to the
rights OF life. Modern advertising. he
said, Is being recast to meet these
changed conditions
Gains New Members
President Horace T.. Smith, OF the
Richmond Advertisers Club, presented
the speaker. At the conclusion of the
ADDRESS MIR. Smith added to Mr. Cole
mans general plea for aggressive adj
vertising work an appeal for increased
interest locally. The following signed
application blanks applying for mem
bership in the Richmond Advertisers
| Club: Lewis Kaufman. Ware II. Cav.
Y. Is. Atkinson, w. G.. Dula, G. NJ Shu-
man, l.. M. Foster, Louis p Selden.
ABE j. Rosenbloom. John Lee Davis,
| Shepherd Webb, William j. Mol. a.
Harvey Clarke. Charles f. Smith, w r.
/ COOKE. Jr., and James w. Dodd Sew
erai others promised to join at an early
date. The club has now n membership
/ Of 1S0
At o'clock yesterday afternoon Mr..
| Coleman was entertained nj a luncheon
at the business Mems Club. Short talks
were made by MIR. Coleman and by AL
fred L. Hart, chairman Of the publicity
committee of the Baltimore Advertis-
ers' Club. AT $3.50 O'Clock there was a
dinner at the Richmond Hotel, with Mr..
Coleman as guest of honor.
brown Fined $780, d.