South Bend news-times. (South Bend, Ind.) 1913-1938, 1914-04-17
HONEST ADS ARE
NECESSARY To
BRING SUCCESS
Two Experts in the Art of
Craftsmanship Through Copy
Are Heard at April Dinner Of
the Ad-SeIl League.

Two advertising experts, J. I4tispA
North OF Cincinnati. and John II. I'm
derwood Of piqua. o.. both men we'll
versed in the problems of the retailer
We're the two outside speakers at the
meeting OF the Ad-Sel league at the
Oliver hotel last evening and with the
assistance Of a few local businessmen
gave the diners most interesting
and educational program.
Co-Operation between the various
departments OF a business house, par
ticuIarly between the buying, service
and advertising sections, was the
theme on which the Cincinnati speak
or held forth Mr.. North considered
more particularly the problems OF the
retailer exclusively and touched but
lightly on national advertising and
the questions OF the wholesale bust
ness world.
Honesty and intelligence, combined
with a firm conviction that what you
have before you is right and must
prevail will accomplish wonders. ac-
cOrding TO Mr.. North. Honesty of val
ues is an essential while up TO date
and intelligent selling is another fac
tor which has come to be almost in
dispensable. Mr. North told his hear
ers. The work of the advertising man
is wholly wasted. he asserted. II after
he brings the customers to the store,
salesmanship is faulty.
Progress Is keynote.
Progress is another keynote which
the speaker emphasized. The ideas OF
Marshall Field and John Wanamaker.
that much remains to be done and
that IL never is time to be satisfied.
Mr. North declared 10 be the true doc
trine of craftsmanship. If a man is
not going forward he is falling be-
hind. il is impossible TO stand still. de-
clared the speaker and man behind
the procession is lost.
8. D. Rider OF the South Bend
Watch company followed Mr.. North
and talked at some length on the re-
latiOns of the manufacturer and re-
taller. Mr. Rider favored close and
intimate touch between the two. The
hardest problem TO solve he declared,
at least as far as his business was con-
ceTned was to get the retailers to
abandon the antiquated and apathetic
attitude they are resting in and to get
up and hustle. The greater part OF
the success of the mail order house he
declared to be due TO the apathy of
the local retailer who could retain
the business by hustle and intelligence
and To the apparent indifference of
the local merchant to the loss of his
old and natural customers. Mr.. Rider
believed in the manufacturers fixing
possible the manufacture of high
grade goods by enabling the maker to
assure himself that they would be
sold at "a price that would enable him
TO keep up their manufacture;
biggest Little Man"
John II. Underwood of Piqua, Ohio.
advertising man for the Favorite
stoves and ranges, fully justified the
introduction given him as The biggest
little man in the business" Mr.. I'm
derwood talked on Dealer CO-Opera-
ton" and on problems of national adj
vertising. In beginning his talk on
the latter subject Mr. Underwood
stated that there was no such thing as
a national market" Every manu-
facturer." he asserted, "sells his pro-
duct in spots. He must analyze his
market. He must aim his advertising
accordingly unless he would pay for
large amounts OF publicity which is
absolutely wasted"
Mr.. Underwood stated that he be-
lieved in getting into close touch with
the retailers before beginning any
thing like a national advertising cam
paign 1t has been asserted that the
proper way is TO advertise nationally
AMI SO to force the dealers into the
handling of the product. Mr.. Under
wood went into his subject at some
length and refuted the latter Sugges-
ton by relating some ten or twelve
experiences he had had in mer-
chandisine
Careful and systematic cooperation
between dealer and manufacturer Mr..
Underwood thought essential. He re-
lated a number of examples where
manufacturers had lost promising
openings through lack of cooperation
with the retailers and spoke with great
enthusiasm of what "A carefully plan
ned and executed system could ac-
complish.
A II. Heller. f. G.. Spaulding. T. G.
Munson of Benton Harbor and j. l..
Sailors all spoke briefly at the close
of the regular program Each OF the
spea kers supplemented some idea adj
vanced by the other speakers and eX-
pounded its application in South Bend.
The dinner that preceded the ad-
dresses was of the usual high class
evidenced at former dinners given by
the association. The dinner was we'll
attended and the members present
were enthusiastic.
Dull. lifeleSs eyes, COlOrless lips,
sallOw yellow cheeks give a girl little
chance for a man these days. Don't
lose heart, Just take HOLSTERS Rocky
Mountain Tea-bplOS 70 make Won al