The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1913-06-28
AG1VeIES GIVEN
DUE PRAISE FOR
PUBLICITY WORK
Advertising Manager of Good
rich Company Gives Views
On Results -.--.
PREFERS NEWSPAPERS
OVER ALL MAGAZINES
Assistance of Agencies Most Es-
sential In Present Day, He
Says

W.
the principal speakers at the National
Convention of Associated Advertising
81 Clubs OF America in Baltimore, was
D. c. Tibbitts. advertising manager OF
the b. r. Goodrich company, of Akron,
Ohio, Mr.. Tibbitts was requested TO
make an address on the subject of
The Advertising Agency"
Wihin the past year the Goodrich
Z i0ompauy has made thorough investi-
otldn Of the service of the leading
Uovogt1s1ng agencies In both the east
md the west and Mr. Tibbitts' views
{therofofe we're considered extremely
valuable. He said that until recently
t1e had always declined the proffered
foesigtAnce OF the agencies, believing
that he could accomplish better re-
suits By personally experimenting the
detail - well as the managerial
b54nehos Of his department.
4 Information obtained through his in
Y qntr1os has caused him to change his
views on the subject, however, he
*uaid. With the service OF the Mahin Adj
vort1oeng company Of Chicago. the
oge0W which, In his opinion, Is best
Qualtled to handle the Goodrich ac-
count
When the Adcraft club was organ
ised six months ago, Mr.. Tibbitts was
unanimously elected president, and
the work outlined and accomplished
= By that club to date has shown the
! wisdom Of their choice.
Mr.. Tibbitts Is a consistent and
i thorough advocate of accuracy and ex-
net honesty In advertising, as Is evil
f1enced by q phrase which is conspicu-
00s IN Goodrich advertising. There
~ nothing In Goodrich advertising that
B lint In Goodrich goods"
Their campaigns in newspapers and
. magazines has been accorded the
y place OF honor among tire advertising,
4 both from the standpoint of strength
81 and virilfty In copy. and in illustra-
= ton.
Favors Newspapers.
Mr.. Tibbitts Is strong believer in
the newspapers as a medium to reach
car owners. and, as result, the news
b papers carried the largest share OF
their appropriation this year
Mr.. Tfbbitts spoke. In part, as fol-
lows:
First OF all want to make the
bald statement that there are at least
atty best equipped advertising
agencies. How do know? Well, be-
cause nifty of the best little talking
4 representatives told me SO. Come
unto me with your burdens, and Incl
y dentally little of your money and
will relieve you Our ways are ways
4 of righteousness and all our paths are
success. And you believe them-why
mott Publicity Is certainly purifying
element, and these gentlemen are sup
posed TO have been dipped in its saw
Ing grace.
For fifteen years or whereabouts I
& have directed the advertising efforts
Of my company. and until the present
year. practically without agency help.
4! n make, this statement solely for the
y purpose OF allowing how easy Ii IS
y aRAef MISREPRESENTATION and wrong de-
4uCtiop to hamper and impair our
Il own efforts by neglecting to use the
i holp Of trained assistants.
DO Il yourself" is a nice old-time
x piece OF advice. but necessarily so linn
y Had and restricted In its application to
q modern business methods, that it
means little In the big efficiency move
I! ment Of today.
AZ Right here am very willing to say
that had we used agency help, even
u though that help proved to be uncer-
am and sometimes OF negligible or
4. der, the chances are that We would
A have been the gamer for all, with a
VI eoeeor developed advertising sense,
n, md more accomplished because OF not
III frytuG TO carry the whole load.
ogoadsns Managers Vision.
I'll Il mako this statement because I do
not heliaye, that 1t is possible for any
81 ADVERTISING manager to work intimate
NJ " and undeservedly with an advertis-
II ~ agency deserving the name, with
Il 0ut making Of himself better man
"a tOf the Job, man with a broader
N New. Illusions and a clearer idea OF
Il tne eternal fitness of advertising
"a things.
What you or may be able to get
V nut OF an agency In actual business
building worth must depend a good
S deal upon our own tact and willing
s.. nooo to cooperate. feel sure most
@I u&oucies have the ability to give good
+ u9rv1cG, although In some instances
Y there Will be occasion to say, You are
ne vine Of inspiration, but ! am the
4 corkscrew.'
inject Outside Viewpoint.
First. find the agency who has the
(. ability TO inject an outside viewpoint
WA1ch really means more exact
k1owlUdge with q well-defined and GER
81 t4IQ method Of approach.
believe that an advertising agen-
e ~ is'an opportunity to an advertiser-
! ~ opportunity means nearer port. I
s. oo11eve that even though an advertis-
~ agency may fail In many particu-
\ 0yo TO match up with the commonly
oocoptod ideas of service, their usual
ability 20 serve as cure for self-com-
& u1AoqAcy--a deadly III in business
4; uoRe thar compensates.
n Il BELIEVE that an advertising agen-
- . enforcement to the advertis-
~ an0 sales division OF any wide
04ona understanding organization.
ooonoo only . few Of us are stayed
~ tt4ooed beyond the possible need
1u1(o1e strengthening"
30nn 1fnnnDykA 81 No. on Mc<sr~yor-
o0o- 1eoG eoint blank NJ his wife, ma
l~DQ4 and than went into the alley
WoUndod- himself IN the neck.
~ uIght. because his wife set n