The Birmingham age-herald., 1915-01-19
PRATT SPEAKS AT AD CLUB MEETING Advertising Expert Empha- sizes Cooperation and
 Service
WORK OF COMMITTEE
Tells of Educational Work of Inter- national Association of Advertise ings Clubs - Stresses Use
 of Public Libraries

Cooperation and service were the points emphasized by Lewellyn F. Pratt chair man of educational committee of the In- ternational Association of Advertising clubs, who addressed the Birmingham Ad club in the auditorium of .he Cham ber of Commerce last night It was the annual new years meeting of local ad- vertising club and was largely attended.
 President John Sparrow presided at the meeting which was preceded by dinner in the directors room of the Chamber of Commerce. Music was furnished by the Apollo Instrumental Sextette, com posed of the following: S. Stuart Riddle Miss R. Bennett, Henry Naylor, Basil Manly, J. M. Green, c. Fuller Manly and Mrs. ". A. Logan. Several instrumental selections were greatly enjoyed by the advertising men and all joined in the rendition of "Tipperary'' at the close of the meeting.
 Demonstrates Window Trimming
 Following the opening address of Presi- dent Sparrow in which the plans of the Ad club for the coming year were ex- plained, s. Stuart Riddle gave demon stration of. window trimming and was followed on the programme by Bromfield Ridley, who gave & short talk on The Evolution of a Piece of Advertising Copy. ''' Mir Ridley was followed by MT. Pratt. who gave a lengthy review of the work of the International Association of Adver- Using clubs. MT. Pratt devoted his re- marks mainly to Illustrating the object of the educational committee of his or ganization and also to mpressing upon his audience the necessity for constant cooperation in all lines of business.
 Mir. Pratt first told of the organization Of the advertising clubs and then of the birth of the educational committee. This committee, according to Mir. Pratt, has published three books on advertising which can be procured in all public Ii. braries. MT. Pratt called attention to the fact that women and children make more use of the public libraries than busi- ness men and stated that conditions should be exactly the reverse.
 We are living in very rapid age said Mir. Pratt, 'and everyone of us must watch his step or we will get showed under. Every business man must be on the job all the time. There must be no stop page or the other fellow will pass you. And when I see the women and children patronizing the public libraries to a much greater extent than the business men who can only succeed by education say watch your step.
 "A salesman in my firm informed me the other day that he had made an m- portant discovery. He stated that previ- ously he had considered that when an- other of his brother salesmen made a failure that he had gained something in prestige. Now this salesman avered that he realized that when one member ol the organization made failure the whole -c.plpany suffered And l will explain further.
 Explains Work of Committee
 ''The newspapers and the retail stores are the two great potent forces in this country today. You cannot get along without them. They are the factors oI everyday life l will call attention to one city in particular. There I found two newspapers. If one of these papers advo- cated any measure the other proceeded to knock it.. In that same city if one oi the large stores boosted any article the others derided. There was not any co- operation and. therefore, all suffered from the cutthroat competitions Now I do moi mean to state that such a, condition exist in Birmingham. but it does in other cities l have visited and the educational com mttee is trying to rectify these econom- ioal mistakes.
 We are going to the newspapers and to the retail merchants and by getting tl,em together getting results. We ad. wise the newspapers to get an expert ad- vertising writer to prepare the copy oi establishments that do not employ at writers. There are many such and the proprietor clerk sends out the copy This copy should be written by an ex-