The Detroit times., 1915-12-03
Usher Gives Splen-
Hd Talk in Com
merce Board
I'd. BOYCE
SPEAKS ON WAR
~ Great Conflict
NH End in Practi-
cal Draw

-
ooa democracy and imperialism
- vlll end In . practical draw
- Allies able TO force Ger
"A DoCk into her own borders
~ Dors. II the conclusion OF
9 II Boyce. noted traveller and
GDewn newspaper publisher. In
n10Gooo before the Adcrsft ciub
: Deasd Of Commerce. Thurs
1fo Adeeaftefs also heard Rich.
~ waldo. of the New York
Dr(Do, who discussed The pub
U1 opportunity" laying en-
D - the value Of clean adver-
- eneapest way to get good
1lG1ug b to drive out bad ad-
-" - declared, "and In DO
1nae NE publishsr VIII and his
GsNnify 70 DO GOOD axd to grow
- The same time. And no man
v 1Guptse this combination"
y. Uoycs has probably seen as
k 4 - the European countries
ok Nsr % any other American.
no - only four national nags
- world he has not Travelled un-
~ knew the countries that
oe NAf when they were 1t peace.
- has travelled a. extensively
y - - q Il possible for . neu-
1ooto tosldgersnt 70 travel in
n 0lnce they have been at war.
= result Mr.. Boyce has his
1ooas of me cause Of the con-
~ ~ probable end. And he
~ oWn scheme Of how these
1 otates may protect them
4 0om ever being drawn into
Gon1lct.
Na16e paid . asttering tribute
wv Deosperity Of Detroit, and do
Nat the business history Of
u = he past fsw years con-
M ~ Dtrac3e of acconplish-
EOD rUv090tion IN = foW
y Dessislp opiy b ssnsr-
ftoot - taught the American
RI buy ~ goods By . brand
W oal1 he. 'Csasider for q
k anA ron will sse what mir
~ pesn wrought before our
~ Qssg t70o. 900 900 worth OF
1coP eDSs have been cold by Amer
&0 manufacturers In the current
t5 Detroit has provided half of
Do o1nasing figures. and every dol
= pns laid down against q brand
~ public for many years past
~ GoeWn m increasing tendency
~ N brand. but the tendency
~ - tempered with suspicion.
~vorfislAg has drawn the public,
Ie 11o40Dotntment has driven II
- and Il u only since satisfac-
~ VIA advertissd goods began
e1nG hstter than nfty-nfty with
Do1ntment that the power OF
mG)1g has become . factor that
m - en1culated.
~ % man who gives the mat.
"a eorioue thought can bs satisfied
- tho effectiveness OF advertis-
RI to1nV. The manufacturer who
~ ~ bills and the agency man
- Aqn1les them have Just cause
t ou1ooo0sat that the labortng OF
~ vaGt mountains Of circulation
GonG1 t1etA 20 frequently such tiny
~ g yofugns. But Il ID the pub
Dhoe Who n most gravely concern
= ~ 10 = the man iron whom
~ strongest complaint would come
III 10 but realize the situation In
49,. measured By the standards
8 modern business efiiciency, hs
~ g1lewed himself TO be placed.
suuoe sums are spent by publish
- - Drodnee cisculakion. heavJ
nvootmeats are made In equipDen'
= uDnu1notmre the medium to CIR
l1DoaA oess6ry Increasing salariel
- eoUmissions are paid for thu
|onop1ag Of advsrtisms 70 re-im
qpoo the expenditures. But ther'
j ~ eps publisher in lO--no. not
- n eO--who 10 spending Q penn,
y fOl1eWiug . single well-consid
~ policy to increase the respon
)voness OF his circulation to ad
U>ooomenfs. The only reason fol
D = that they have not yet grasp
= - nnet that IL costs far less u
11toose effectiveness Of circulation
- q does to increase quantity
- simple fact will presently be
80 universal knowledge. driver
|1o tnlat skulls By buyers who pre-
3 q nosekase nnlshs1 steel rather
- Ugu1o ore. known worth rather
~ vague vsjueS.
1Done years ago the methods OF
= Curtis Publishing Co, I'm the
o1ol Geld. and q Hill, Mc0rsw,
~ - others In technical FIELDS.
~ ~ oocssioa to think ahead for
II Duoajoatson with which ! was
- oonnected. There vAs no e.
10 ~ ooaviction that disaster
- npo4 fos the pubiishef vho
c11ee hses suantity nor hign
~ g cjre9onf1Da to sell.
~. I uoQe astsr the
- eo0qcu ~ ~ H. for
~ ~ n1vooou y CIR