Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1915-06-22
PHILADELPHIA TO GET
1916 "AD" CONFERENCE,
DELEGATES BELIEVE
Campaign of Poor Richard
Club Has Swung Chicago
Convention to Favor
Quaker City for Next
Meeting, 1t Is Thought.


Meeting, 1t Is Thought.
CHICAGO, Ill, June 2.-Phlladelphla's
prospects for winning the next annual
convention OF the Associated Advertising
Cluos OF the World approached the point
OF foregone conclusion today. Irving
Faschall, Of Philadelphia, in charge of
EXHIBITS, says, There isn't any argument
ABOUT It. Wen get the convention"
Mr. Paschal's optimism was buttressed
py admissions from advertising men from
other cities that philadelphia has sent
steam roller after the convention, and
is bound to get IT," c. II. Durbin, of
Philadelphia, Is credited with having in
stigated efficient work for his home city
In an unobtruslve way.
There are so many Poor Richard
medals on red ribbons hung around the
necks Of delegates and bearing the word
philadelphia" that to the uninltlated 1t
would appear that two-thirds OF all the
advertising men present hall from the
Quaker city.
Mr.. Paschall has earned the title of
old Man Machiavellp' in his part of
the campaign for bringing the conven-
tlon to his home town. Delegates from
Cincinnati and Richmond, especially, are
Inclined to think he went a trife far
In featuring the Philadelphia exhibit in
the gold room of the Congress Hotel and
seeing to 1t that all attaches OF the ex-
hibit direct visitors to Philadelphia's part
OF the show, silent argument for the
location Of the next big meeting.
DEPARTMENTAL MEETINGS.
The convention today resolved itself
Into score Of departmental meetings on
specialized subjects in advertising. Jo-
seph II. Appel, director of publicity for
the John Wanamaker stores of Philadel-
phia and Now York, delivered an epi-
gramatio address on honesty and common
sense In advertising.
Advertising is the speech of business"
declared Mr.. Appel. Advertising is TO
business what language is to man-lts
mode of self expression. A business that
will not advertise is both deaf and dumb.
advertising that is saturated with
human interest is bound to be most widely
read. The word news" as printed in our
American newspapers, has come to mean
human interest" Stores must tell their
own news In human interest way.
''The only economic reason for adver-
tising is to make more efficient the dis
tribution of merchandise. Advertising,
when efficient, lowers the cost of COM
moditles because 1t becomes the million
tongued salesman, making possible the
multiple merchant, who reaches million
people with less cost and less effort than
the peddler or the crossroads store could
reach one or a dozen people.
Retail advertising Is the peoples guide
in their everyday living. The newspaper
Is the natural medium for retail advertis-
ing and for all advertising Newspapers
circulate in the densest centres of popu-
lation, where are also congregated the
largest stores with the greatest volume
of merchandise; so they are, therefore,
the most efficient mediums for all adver-
tising."
The Boston Pilgrims brought with them
to Chicago a forceful auxiliary of women
exponents of purity in advertising"
committee of the Women's Publicity Club
of Boston, an organization whose purpose
is to see to 1t that the housewife is edu-
Gated to the wiles and ruses of unprinci-
pied advertisers.
HONESTY URGED.
Louis Wiley business manager Of the
New York Times, led a discussion on
"The Effect of Advertising Censorship on
the Cash Drawer" He said:
"There are many newspapers on prof
table basis which carry Objectionable
and fraudulent advertising. 1 know, how
ever, of a number of newspapers now on
the rocks which were once prosperous.
attribute their undoing to lack of self
respect, lack of regard for their own rep
utations and heedlessness In printing un-
reliable news and advertisements An
honest, self-respecting newspaper has the
most enduring success.
There are few editors who will allow
a false dispatch or report In their jour
nails Why should a distinction he drawn
with business news which AFFECTS the
purses of their readers? For the public
is prone to receive advertising as 1t does
news, and there is a close relationship be-
tween those happenings on the social
side of life and the garment depart
ment store offers for sale. There is a
dependence of one upon the other"
A national board OF censorship OF ad-
vertising was proposed as the first pro-
gresslye plan to be launched by the AS
sociated clubs. Merle Sidener, chairman
of the Vigilance Committee, outlined at
a dozen informal meetings the proposal
that the organization employ salaried
force of lawyers, detectives, physicists
chemists and other specialists to eN-
anime all suspicious advertising and put
II to the test as a means of eliminating
fakes and exaggerations which were de-
olared to be unbelievably numerous.
''The Gospel of Optimism" was dis
cussed by Joseph II. Finn, president or
the Nichols-Finn Advertising Co He em-
phasized the necessity for complete CO.
operation between the editorial and busi-
ness departments of a newspaper. He
pointed out that advertising is news about
merchandising.