The sun. [volume] (New York [N.Y.]) 1833-1916, 1915-12-02
US. EXPERTS WILL
AID BUSINESS FREE
Advertising Men Told Of New
Scheme Proposed by the
Government.
TO HELP SMALL FIRMS

A new era in advertising. the pass
Ing Of the day of the blatant poster and
lying word. was the keynote of all the
speeches at the dinner of the Associa-
t'on of National Advertisers in the Hotel
Aston last night. Every one OF the speak
ers laid stress on the fact that adver-
Using steadily tends 10 become an an,
an art OF apt expression and high pur-
pose.
TO my mind. there is much more In
advertising han the mere securing OF
customers" said N. c. Kingsbury, vice.
president of the American Telephone and
Telegraph Company. THE securing of
customers. while of course Il necessary
process. Is after all but an incident In
the great. broad scope Of publicity. And
] would go further and say that 10 ad-
vertising IL dishonest-fake advertising
the securing of customers may turn
Out to he the very worst thing thet
could happen to the institution pur-
chasing the advertising.
THE purchaser OF advertising Is mar
row and -h%ortsighted indeed II he does
not take into consideration the gradual
building up OF a public sentiment, a pub
Nv opihioH' WI respect not only 10 the
articles which he offers for sale, but
also to the reputation OF his concern"
The power OF advertising to mould
public opinion was illustrated by Mr..
k!ngsbury by showing how the nations
OF Europe have used II ne a vehicle to
that end.
n greater example Of the fact that
money spent In advertising and pub
iicity has an investment value could
be drawn from human affairs since the
world began" he said. 'than the efforts
which the various warning nations In
Europe have set forth in the last few
months to convince 1heir own people
and the rest of the world that their in
diriduaf cause was the just n right
eous one. And how has this been at
tempted" by exactly the same means
~ those employed TO convince the peo-
pie that a certain brand OF soap is a
good thing to buy"
Edward n. Hurley, vi~ce-chairman of
the Federal Trade Commission. told the
advertising men of the ways In which
the commission Is e~ndeavoring to help
business. Mr.. Hurley showed that there
are about 1900 700 corporations in the
country. but that only Gu. 200 are making
more than $4,000 a year. Quoting the
figures 10 show that only d
lively few do az large ar amount of busi-
ness as they should be expected to do. he
said that II Is the function and aim Of
the commission to aid them In securing
aids to efficiency that will enable them
TO overcome some Of their difficulties.
One of the chief diift ,ulties has been.
he said. that whole industries are suffer
Ing from "a general lack Of knowledge of
what II costs to produce their products,
and AS a result suffer from competition
with concerns having more scientific COS,
systems. To aid in overcoming this de-
ticiency for the SMALL manufacturer, the
commission hopes TO offer him the aid
OF exper accountants and cost experts
to devise systems.
The individual enterprises. the EN-
ployees. the investor and the public will
all benefit from this aid. Mr.. Hurley
said. THE employees will learn TO do
their work 10 better purpose he said.
The consumers will Ice forced TO pay
for fewer inefficient methods, the jobhers
and retailers will get their goods under
more advantageous conditions. and the
bankers will have excellent accounts or
their books"