The Wheeling intelligencer. [volume] (Wheeling, W. Va.) 1903-1961, 1914-04-28
ABLE DISCUSSION
ON TRADE MARKS
cIoWRY CHAPMAN, NEW YORK
ATTORNEY. ADDRESSES AD
CLUB.
Lecture Was illustrated With stere-
optiean Slides and Embraced
Many Technical Points.

Declaring that a trademark Is ad-
vertising In tabloid. and that II rep
resents selling power In It's most
concentrated form, Clowry Chapman,
prominent trade mark expert and
member OF the New York bar. deliv-
FRED a lecture last night before the
Wheeling Ad Club. Mr. Chapman
spoke on the subject. Trade Marks
md Trademark Laws" The LECTURE
vas illustrated with steroptican slides
embracing different phases OF trade
mark advertising.
He explained many technical points.
including varieties in trade mark
the dollar and cents Importance of
rare in choosing and using them
pitfalls which surround certain types
Of trademarks. how trademarks can
give permanence TO advertising IN
gestments: systems for building and
protecting profits and good VIII. etc.
In part. Mr. Chapman spoke as FOL
lows:
We will all agree that the trademark
" n force to reckon with Ia business
development \ trademark ~ advertis-
Ing In tabloid IL H. selling power IN IT'S
most concentrated form. II - at once
The smallest and the largest factor IN
many concerns growth.
A trademark can be made concerns
Dne perpetual monopoly. Patents ana
copyrights are protected but Tor limit
I'd dime. secret processes are open 70
discovery and, In that event are sub
lect to use by others franchises or
various kinds all too soon expire. even
when the operations ant the very corpo-
ate existence of "A concern deSend ON
them: but by care in its use. a trade
mark can be made 10 go on forever mo-
nopolizing the demand which grows out
Of the goodwill a attracts and develops.
In spite Of all this. those who are
about 20 adopt a trade mark USUALLY
place sources-the merely personal, the
merely peopraghical or the obviously
initiate or modify such mark already
IN use.
terest demand H. a plain distinction be
tween marks. No trademark can be
nsede too Individual. To spend money
and effort In building up goodwill
fused with the mark Of some one else.
Is hardly less imprudent than to deposit
money in a bank and then be Indifferent
Shether some one elsC's signature can
withdraw the money.
The trademark having been chosen.
the next step - to be sure that IL has
not been uesd before; that IL is absolute
~ individual or distinctive. and cAclu-
ciVely open 10 use by the concern which
In about to adopt it, often II Is as
sumed that II may be az well TO set the
Trademark To work right away. and 10
nave labels and packages and all man
ner OF printed matter made ready. The
thought behind this attitude usually ts
mat, inasmuch "a the trademark is
newly conceived. II must BE- original. and
that no other concern In the same line
Of business has ues dit or the fact would
be familiar In the trade and known to
The men OF the organization. also. thar
the Patent office will advise. when the
time comes for registering the mark
II ~ believed that once through the
Patent office the mark will b. secure.
Rcgistration-whil dcsirablc-is not
protection. II Is. under our laws. merely
public record OF "A claim TO protection.
In this country. trademark protection
Is grounded on priority Of adoption. and
on the character and the continuity ul
a trademark use. Also. the some
what less than hundred thousand
Trademarks which are regtstcrcd-in the
Patent office are "a small portion OF the
Trademarks used. The used trade
marks which never reach the Patent
office run into the hundreds of thou
sands. The trademark chosen must
therefore. be distinguished from each
and all ~ the registered and unrcgis-
Tered marks.