New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1915-06-24
Describes How His Paper
Threw Ont $4,000
Advertising.
1916 CONVENTION
AT PHILADELPHIA
Election Of Officers TO Take
Place To. day Emphasize
Truth in Publicity.

Chicago. jane g. Column cleanliness
paws ~ the long run, A. q. Newmyer'
bushes manager Of the New Orleans
Item" told the convention % Advert's-
ia~ Clubs o. .ha World TODAY. During
the carly stages shore viii be loss
Of business. hc said, but Cor ncws3a-
pc-s strong enough e. survive these
immediate losses, ,re "'o) per cent
honesty" policy pays, he said
zone morning about Two years ago
said Nr. Nenmycr. eth, New Orleans
Item threw out Of its columns approx
ira,e,v $4,000 worth Of Advertising,
simply because il felt at last strong
enough 10 establish = decent standard
Of column cleanliness.
Everybody asks Does it pay"
"In the long run I should say Yes;
m .wm,6.at dollars and cents
should say NO.
81 am almost ashamed 10 say 20 you
buyers that cannot point TO a blessed
contract that has come - US solely
because we were clean. will qualify
that q bit Column cleanliness has IN
perhaps elk or dozen cases been gwen
passing consideration; possibly m one
or two cases 10 aided in bringing bust
ness. but. generally speaking, honesty
in advertising seems % he sublime
subject for convention conversation,
and p zoo busy 90 90 into that sort of
thing when the orators arc back nome.
purse protection Tor the reader
consequent purse protection and IN
creased respect for legitimate adv"r-
tiseIs wi, assured.y pay those news
papers that are strong enough 20 sur
vi,c tho loss Of immediate business
during the early stages. The maya
zines found II 20 pay. Few, If any,
magazines or newspapers which have
given up unclcau copy have returned
20 the old policy.
Honesty. good, o1d-fsshioned 100
Per cent honesty. has always been a
paying proposition for individuals and
institutions. and there, gentlemen, you
have the answer 20 Does il pay
". II. H0tchkln, OF New York, as
serted that the advertising managers
PAY too much attention 20 the big ad-
vertIser. while "a fertile field lies close
al hand among the smaller dealers.
Big Advertising Top-Heavy.
81 believe the advertising Of the big
advertisers has become top-heavy,
while the great big field of creative
development Of small dealers is almost
untouched he said. 81 do not believe
there are half a dozen newspapers in
the United States that are getting a
half. q quarter or even q tenth of the
possibilities out Of the small dealers
IN their cities.
at is my belief that the chief draw
back Of the success Of the solicitor who
works among small dealers is tn" fact
that when the dealer is convinced that
he should invest i'm space he is help
less as 10 what he should print in that
space"
Mr. HotchMn suggested that the
skilled experts Of the newspaper should
be az the small dealer disposal IN his
dilemma.
Speaking Of cooperation between
editorial and advertising departments.
the speaker insisted that stories Of
mems fashions, or those of women,
were Of interest 10 the readers of the
papers, aside from the fact that they
stimulate interest in goods advertised.
J. ". Ginger, Boston; James 5.
Dickerson, Chicago, and Samuel Refs,
Boston, were among those who spoke
before the departmental meeting Of
the religious press. Mr.. Refs spoke on
the Typography Of the Religious
Press" Mr.. Ginger on The Rate and
Circulation Question and Mr.. Dicker-
son on "Co-operation Among Religious
Papers"
Nr Dickerson found little co-opera-
tion existing In the field 'of denomina-
tional journalism.
Can business be conducted on
wholly Christian basis? 1t has never
been tried" he remarked.
Next Meeting at Philadelphia.
Philadelphia was the unanimous
choice OF the nominating board for the
next convention.
The greater part Of the day was taken
up by departmental meetings. Later
a session Of the convention was held
at which committee reports from the
various departments were presented.
The educational movement in the lin"
Of advertising was the principal sub
Jcct Of discussion.
Frank Stockdalc spoke briefly on
How Truth in Advertising Wins He
said:
MANY business men confuse bust
ness building with business getting.
! hear great deal Of talk about
strong ads Can an ad be stronger
than the store behind It? Newspapers
seem 90 suffer most from Objectionable
Advertising This is no fault Of the
newspaper people; IL is the result Of
retailers abuses. which in their turn
are the result Of ignorance. II we can
train retailers 20 the point whore they
do not advertise comparative values
IL. -.