Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1915-06-22
Plea Made For Truth in
Advertising, Added to
Optimism.
CLEANEST PAPERS
BEST MEDIUMS
Convention Of Users Of Printers Ink
in Chicago Listen to Discussions
Pertaining to Best Kinds Of Publicity
Ban to Be Placed on Quaek Adver-
tisins and Advertissrs-euyins OPP
portunity Good News to Readers.

Chicago, June 22-Present day news
papers are better advertising medium
than ever because they have a more
gripping national power-a power
that should be studied by every think
ing advertiser, Joseph H. Finn, OF Chi
cago, told the delegates attending the
annual convention Of the Associated
Advertising Clubs of the World here
today. Mr. Finn spoke Of the News
paper, the Advertiser and the Adver-
tising Agent" He declared that ad-
>vertising Is the news about merchan-
dising and that there was nothing
closer to the hearts Of the reading
public than the live news concerning
buying opportunities.
Il believe in the efficiency OF news.
paper advertising" said Mr.. Finn. "be-
cause / have seen what 1t can do in
varied lines, covering divergency OF
propositions that the potency of luck
or accident must be eliminated from
consideration.
'It is the paper which publishes the
true news that pays the advertiser
best. Generally speaking, the best
newspaper is the one which secures the
best advertising, and the best advertis-
ing is what helps to make it the best
newspaper. Truth is the slogan OF
this convention Truth is the slogan
OF the newspaper that hopes to win the
most lasting success-the widest IN
fuence.
S II have seen almost over night news
paper advertising and merchandise
successes that would have been
deemed incredible ten years ago.
and these successes were solid-they
stayed put.
should Disseminate Optimism.
Undoubtedly the greatest thing that
newspapers can do for advertisers
for the business world. for humanity
is to spread the gospel of optimism, to
chart a straight course Of confidence
A newspaper that deals in unquieting
rumors, that dispenses gloom, and that
is always on the hair trigger of un-
certainty, defeats the advertiser and
defeats himself.
ut is the truth that good times and
bad are each largely a matter OF
Psychology. In this respect the power
Of the newspaper is almost beyond
reckoning"
All sections Of the convention held
business sessions today Among the
sections meeting were Affiliated Asso-
citation Of Advertising Agents, Asso-
ciated Retail Advertisers, Association
Of American Directory. Publishers
Graphic Arts Association, Poster Ad.
vertising Association, Magazine Asso-
citation and the Association Of Ameri-
can Advertisers. :.
There were also conferences OF book
publishers. house organ editors, teacn-
.ers Of advertising and newspaper pub
fishers.
Honest advertising sapped. mined,
and shelled the intrenchments OF So
phistry and deceit amidst hurricane
Of oratory, enthusiasm. and hard cash
yesterday at the general session OF the
eleventh annual convention OF the As-
sociated Advertising Clubs of the
World at the Auditorium Theater.
Following the unprecedented spec
tacle Of an auditorium full Of men
struggling to contribute money for the
establishment Of permanent board OF
censorship Of advertising until 1t was
necessary to check their generosity by
the use Of the gavel lest the outpouring
Of coin occupy the whole afternoon. the
delegates heard two notable addresses
which Il was freely predicted will find
permanent places In advertising his
tory.
& Mr. sidener stirred the Convention by
that henceforth quack-
cry and fraud In advertising be held to
"strict accountability" and that the as
sociated clubs engage Q salaried force
Of lawyers, detectives. physicists, chem
lists. and other specialists to put sus-
picious advertising thru relentless
tests for the elimination Of unsound
factors.
The Recommendation, whichs was
speedily indorsed by the executive COM
mittee and the national commission
AM. tth.;S:. unantmously by the conven.
ton a. q whole, stated that this Or
sganization must provide the sinews Of
war and properly arm its forces with
the equipment needed to find theHrange
Of the enemy and to fire accurately
even tho that enemy be entrenched be-
hind hill Of gold and surrounded by
4 battlement Of inilpential respectable
ity."
The result was the volunteering Of
subscriptions close to $1,000 and which
win DO continued thruout the convsn-
ton.