The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1914-10-23

hlLION SoNEs
Milton Cone. president OF The Spot
less Company, Incorporated, WAS elected
president OF the Richmond Advertisers
Club at Its third annual meeting held
last night In the Business Mems Club
Other officers were elected as follows:
first rice-president, IL. l.. Layfeld; sec
ond vicepresident, Charles Rose; secre-
tnry, Stacey +. Garrett, and treasurer.
Fred -. Bates. Sfr. Bates was reelected
IL his present position and the other Of
icers were promoted a stop in the SER
vice Of the club. All the officers were
nominated by committee. and the
elections were unanimous.
Addresses on methods of advertising
we're made by Harold $. Bloomhcrg and
r. E. Drinker. of the Advertising De-
rartmcnt OF The Times Dispatch. John
Stewart Bryan had been scheduled to
speak, but -wnA suddenly called out Of
town and could not be present.
CLUB HAS INCREASED
IT'S ,IEMBERsHIP
That the club is in more flourish
ing condition than In any previous year
or ITS existence was shown in all the
reports read iby tho officers. It's MEM
bcrship now numbers 1871 men. and of
these ffty-thrce were newly initiated
last year. The report OF Fred b. Bates
treasurer, showed that the club started
the year with balance of s2.7O and
| ROW has balance OF s270.29. In his an
nual report President G. Edmund Mas
sic congratulated the officers and MEM
bers of the executive committee for
| their efficient work. and recommended
/ that the club be Incorporated az a mat :
! ter of protection TO its m embers; that a
new and moro comprehensive constI-
tuition be adopted: prompt and favora-
bic action on recent resolution reIa-
1--WE TO bringing excursions into the
u tpr
sular intervals: the holding of great
becoming week for Virginians in
Richmond at the time OF the Confed-
crate Reunion in 1915; the sending Of a
large and representative delegation to
the Chicago convention next year. and
careful consideration OF the advisability
OF bringing the convention TO Rich
mond in 1915. These matters will be
brought to the attention OF the next
executive committee and Will be acted
upon by the club as whole.
MRS. CHRISTINE FREDERICK
TO SPEAK HERE NEXT WEEK
Reports were made by the following
committee, chairmen: Rufus S. Free
man. of the entertainment committee;
j. l.. Hill, OF the vigilance committee;
u. II. King, OF the membership COM
mittee; Hamilton Field, of the eduea
;ional committee; ii. L. Staples, of the
publicity committee, and by Secretary
Bates.
Mr.. Leyheld announced that Mrs.
Christine Frederick. OF New York, wife
of r George Frederick. editor of "Ad-
vertising and Selling" and adviser to
several woman's magazines. would adj
dress the club and allied organizations
in the City Auditorium next Thursday
night.
When the tables were cleared after
well-servcd dinner. President Massie
introduced Mr. Bloomberg, who pre-
sented In lucid and instructive fashion
layman's view and ideas of advertis-
ing. The most effective form of COPY"
he said, was that which presented con-
cretely answers to anticpative why's,
Tor, he said I'VE are living in an in
Guisitoriai age, and every why is
fraught with potent meaning Tie ar
Eued that people We're more emil ghtened
now. that shey had the spirit OF in
vestigation, which the advertiser had
to satisfy if he would make his bust
ness effective. The most potent fea-
lures. he said. were quality and price,
and If the public be made to think over
and compare the advertisements they
read. the battle is half won. Above all.
he urged. the advertiser must square
his copy With the truth and back up
his advertisements with merchandise if
he would obtain permanent results.
"COPY" MUST BE BACKED
UP<BY MERCHANDISE
AIR. Drinker. too, said that Copy"
must be backed with merchandise IL the
advertisement were to be made effec-
tive, and he said that more business
people failed because their copy" and
! their merchandise failed each other.
than for any other reason. Advertise
ers should also consider the question Of
proper distribution. he said and with
this should also be considered the qucs-
ton of advertising through proper
medium. 1t would be of no avail, hc
pointed out. to advertise merchandise
in places where 1t was not distributed,
and It liz as useless to advertise certain
commodities through mediums which
the purchasers OF those commodities do
not read. N
Tie meeting was we'll attended. and
the occasion was rendered entertaining
boil. by the talks on advertising and
the enthusiasm with which the new Off
GERS were indicted into office Tokens
of appreciation were given to Mr.. Mass
sic, the retiring president. and AR
Bates, who was reelected treasurer
-------------
Charged with Stealing Rubber Heels
negro. was arrested last night by Pau
trolman Manoley, charged with steal
Ing n lot of rubber heels from l.. H.
Rohn. He was sent to the Colorcd De-
tention Home pending his arraignment
in the. Juvenile Court this morning.
Loses Revolver.
Frank Waller. of the Police Tele-
graph system. stationed M tho Second