Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1915-05-14
ADVERTISERS CLUB
ELECTS {. |. LAYF|ELD
Annual Meeting Of Progressive Or.
ganization Takes Place ut Bust
ness Mems Club.
RETIRING OFFICERS HoNoRED
President Layf1eld CongratuIates
Club on Closer Relations Existing
Between Daily Newspapers and
Advertisers.

Marking the close of tho fiscal year
with caberet supper in tho rooms of
the Business Mems Club, at which a.
number OF entertainments were staged
, the Richmond Advertisers Club Inst
! night held It's annual meeting and
elected officers and board OF directors
for the ensuing year. Much gratifica-
ton was expressed ut the results OBJ
tained through the efforts of the club
last year, and the retiring officers
pledged their united support to those
howi! s,ected In their places in maxi
ing the period of their administration
the most successful in the history of
the club.
The mon nominated by the nominal
ing committee were unanimously
elected. and are as follows: president
E. l.. Layheld; first vice-president. i
II. Pattee: second vice president. r. r
King; secretary. s. F. Garrett, and
treasurer, G. p. Walford. Jr. The new
board OF directors is composed of the
Selden. j. p. Fox. W. c. Carpenter. MIL
ton BloomherE and L. H. Johnson.
PRESENTATION FOR A
RETIRING OFFICERS
AS token OF esteem and of appre-
citation for the high quality of ser
vice rendered to the club. Milton
Bloombcrg on behalf of the members.
presented the retiring president. Mil
ton Cone, with a silver cigarette case
and the retiring treasurer, Fred r.
Bates, with an umbrella, which he sa id
was presented with the idea of protect
ing the recipient from the storms of
life to the end that he might finally
reach the haven OF refuge in perfect
safety.
The report of the retiring president
was received with enthusiastic ap-
plause, and was in part as follows:
|, II feel that we have been the means
of crystallizing the opinion of our
members during the past year to n
higher standard Of truth in advertis-
Ing. l. for one, can say that nv adver-
Using hereafter will read differently
because of knowledge gained here par
ticularly, think all reference to price
comparisons will be left out, even
though in many cases the comparison
would prove in our favor.
1--WE particularly want to make a
strong effort during the coming ses-
sion Of the Legislature to have written
into the laws of Virginia the printers
ink statute against fraudulent adver-
Using, and TO educate the public to
greater responsiveness to clean truth
full. honest advertising"
CLOSER RELATIONS BETWEEN
NEWSPAPERS AND ADVERTISERS
The incoming president, on assuming
the chair. expressed his appreciation to
the club for the honor bestowed upon
him, and pledged his untiring effort
toward the accomplishment OF the pur-
pose for which the club was founded,
namely, to maintain a standard Of truth
In advertising. He expressed gratin-
cation at the closer relationship and
more hearty cooperation now exist
ing between the daily newspapers and
the advertisers.
J. G. Pattee, of the Reinach Com
pany, addressed the club on The Re-
lationship Between Business and Adj
vertising." Mr.. Pattce reviewed the
gradual development OF business, from
the days when 1t consisted largely in
the exchange OF surplus products only,
to the giant enterprises OF the present
day. The chief factor. the speaker
said in this wonderful growth was
Advertising. which he defined as the
creating of legitimate desire and
telling where that desire can be graft
fed" For efficient advertising Mr.. Pat
tee said that three things we're neces-
sary: thorough knowledge OF the ar
ticle advertised, a knowledge OF the
people to be reached and the selection
of the proper medium through which
to advrtise. Questionable advertising,
the speaker said. should be barred from
the columns of all newspapers.
HAS AIDED TO PUT RICHMOND
ON COMMERCIAL MAP
Norman H. Johnson. who followed
Mr.. Pattee. had as his subject Sup
plying the Retailer" He said that,
though there was nothing sentimental
in business. a small margin of profit
and a catering to the demands of the
buyers was absolutely essential 10
good business. Mr.. Johnson thought
that Richmond was an excellent market
to trade In, and that the Advertisers
| Club had been largely instrumental in
utting 1t on the commercial map
The club extended its thanks to the
Business Mems Club for the many
| courtesies extended 1t during the past
year, and to the entertainers OF the
evening, who included Messrs. Boards
| 10y, Hester, Sherwood, Brauer, Marten-
| stein and KoblenZer.
1t was announced that fifteen mem
| bers Of the club had already announced
their intention of attending the con-
vention of tho National Association of
| Advertisers, to be held at Chicago from
June 90 to "a, and that n lecture on
| How Truth Wins in Advertising" viii
| be delivered by Harry D. Robbins at
the auditorium of the Chamber of Com
merce on the evening OF May 81
| Sidewalk Closed to Protect Pedestrians.
| Discovery of loose bricks in the para
pet wall above the roof Of the store
OF Kaufman & Co.. at Fourth and