The Detroit times., 1915-12-03

volume OF business carried, and over
| 100 per cent in gross revenue. Some
thing less than previous annual ex'
penditures for quantity production
was spent in developing responsive
ness TO advertisers, and the prop
erty is today an exceptional pront-
maker for its owner.
"The cornerstone OF the efficiency
program was a money-back guaran-
tee on every advertisement carried
That In turn compelled careful cen
soring as a matter OF self-protection.
and various special methods were
adopted 10 make the policy known
The resignation OF Or. Harvey w
WiIey from government service TO
pass on all food and drug advertis'
ing was the most spectacular anu
profltnb OF these. yet the astonish'
ingly low cost OF the money'Dack
guarantee remained our gauge oil
| actual results. five mills per cent
the cheapest insurance premium IN
the world, was the highest 1t ever
cost. As for returns to advertisers,
the steadily increased volume OF
business In the face OF steadily ad-
vancing rates was complete evr
dsncs on that alLimportant point.
These facts are cited SO that
you may see the promised land OF
the publishers opportunity as one
flowing With milk and honey. ana
that | may all your hearts with the
desire to enter in, ~ publishers. ad'
vertisers or as simply q part OF the
vitally concerned consuming pubic.
Something over Q year ago
was given the opportunity TO assist
In applying To q Newspaper the poll
cies which has worked so well In
the magazine field. Precisely as
two and two make four In fiddish.
Choctaw or our mother tongue
though the names Of the figures DIFF
fer-so the application OF eficiency
principles produces fcrseeable re-
suits alike on magazine, weekly or
newspaper. Seeking increased sd-
vertising revenue. and securing II
to the extent Of nearly 40 per cent
In the first year. an increased cir
eulation OF over 40 per cent follow
ed in the simplest and most natural
way. And the wheel OF the work
has only begun to spin.
"Ssmuel Hopkins Adams, OF Col
lier's Weekly fame. a writer whose
pen knows no brother and whose
courage knows no compromise, was
chosen to start the movement TO
overcome what engineers know as
"the initial tort" With q rowing
commission. ample funds and the
sky the limit" for his guidance. ne
tackled the Job that he said would
never last. for no newspaper would
dare print what he would write.
But the Job has lasted. and every
word Mr.. Adams has written has
been printed, with only such minor
changes OF phrasing as Col. Ssckett.
the leader OF the New York bar In
libel law, haf suggested.
Libel suits for large figures have
been filed against the paper. but
they have all been OF a defensive
nature Necessary evidence-goods
purchased by experts--is in cold
storage, waiting the day when we
can put the matter up to IL good
men and true. The accounts OF the
trials will make further Juicy read
ing.
Enemies must be made by any
such campaign, for II Is as thiet
that every fraudulent advertiser
must be branded; and the vigilance
committees OF the Associated Ad'
vertising Clubs of the World are
looking after the branding job In
gratifying fashion. But above ALL
Il is the duty--and the privilege
of every advertiser. every agent.
and especially OF every publisher
to nut each such advertiser on warn
ing nrst and over the jumps iatef'
II he dares to come TO grips. IL Is
time that business men realized that
counterfeit advertising is every
whit rs dangerous as counterfeit
money.
THE golden hour has struck
Prosperity Is upon US In wave
higher than any man can see. The
tides of fortune are rising for the
American people. and IN no other
single city so swiftly as In Detroit
Now is the time-the season OF
plenty---to back common sense with
courage, and TO cast out from your
columns every lire OF copy that 10
not like Caesars wife. Do this now.
at the nrst moment that your con-
tracts will permit, and you will pro
vide an insurance for the ieaner
years that will hold your revenue
high where II has dropped low In
times such as those Just passed
The cheapest way to get good sd-
yertisins is to drive out bad adver-
Using, and In doing that the pub
Usher will End his opportunity TO do
GOOD and TO grow rich st the same
time. And no man may despise this
combination"
Mr.. Boyce, IN his address on the
European confiict, said In part:
This war IL being fought entirely
on the issue Of whether the nations