The sun. [volume] (New York [N.Y.]) 1833-1916, 1915-04-22

LIS WOrk. lie tod OF Dig retailer VINO
had been convinced OF the merits of
newspaper advertising in a national cam
paign. who is now buying space in 400
newspapers OF another concern which
was going to cut down Its newspaper
appropriation because Of money condi-
tons due to the war, but was con
WINGED of the foolishness OF this step and
Ii now buying space Of 1000 papers
of another company which said II was
disguised with newspaper advertising
and to which the bureau suggested a
change In copy. The company accepted
the suggestion and il now spending
S2j0.000 year on newspapers with good
results.
William Woodhead OF the sunset
Magazine and president OF the Asso-
ciated Advertising Clubs OF the World.
said that most newspapers now have
nothing to reproach themselves with IN
their advertising columns, but there are
still some sore spots"
Pleads for Honest Advertising.
"A great many newspapers are now
cleaning their advertising columns. he
said. and | don't believe there IL 4
single publisher In the country VINO
won't welcome 'the day when he can
look his readers In. the face and say,
The things advertised in my columns
are what they purport to be
I'm order to make advertising OF real
value you have to make 1t believable.
and TO do that YOU must drive out the
quacli and faker.''
Harry Tipper OF. the TeNac Company
ard president OF the Association OF
National Adveitis Richard ".
Waldo OF the New York Tribune. VI. 4.
4 NJ - nd
chairman OF the executive committee OF
the Association OF New York Advertls
ing Agents. all empha sized the neces-
sity or.the newspapers to cooperate in
going after the business OF national adj
vertlsets. Harry C. Brown OF the
Victor Talking Machine Company and
president OF the Sphinx Club also laid
stress on this.
National advertisers spend many
millions each year in buying newspaper
space now" he said. but when you
millions more
The last speaker at the luncheon,
Lafayette Young. Jr.. publisher OF the
Des Moines Capital. spoke for honest
representations in soliciting advertising.
The luncheon over. the publishers
trooped back TO The Aston Gallery for
another session OF the 4. y. +. A. at
which many more topics were taken mp
for discussion. For more than three
hours they sat behind locked doors
threshing out matters which are close
TO their hearts.
Coupon scheme Voted Out.
One group OF topics referred 10 the
coupon form OF advertising. the issuance
OF trading stamps, security vouchers and
similar trade councillors,
Speeches were made by Hilton L.
Brown, Jason Rogers, James Kelley.
Charles W. Knapp and Charles c. Rose
water against this form of advertising
as being a menace TO legitimate busi-
ness and a harm 10 the merchant who
uses il. This resolution. the result OF
the campaign against coupon adver-
Using by the Editor aud Publisher. and
introduced by Mr.. Kelley OF the Chicago
Herald. was adopted:
Whereas the alleged profit distribut-
ing coupon plan and similar schemes
, having attained such growth and having
in the judgment OF merchants become
such q menace to legitimate business
that legislation i pending in various
state Legislatures, and
Whereas IN the opinion OF close stu
dents OF economics such schemes are he
lieved to he fundamentally opposed TO
the growth OF trade and the expansion
/ OF legitimate business. therefore be ii
"RcsOlred. That the American News
paper Publishers Association hereby eX-
presses its belief that the hes; interests
/ not only of the newspapers of the coun-
tiy but Of all business enterprises are
not served by such methods OF exploita-
ton"
/ Approves Bureau OF Advertising.
Another resolution approved OF the
work OF the Bureau of Advertising
which is just two years old. and allowed
any publisher in the United States OF
Canada TO Join it,
Two topics concerning the Federal
law requiring newspapers TO file semi.
/ annual statements with the post office
came in for an hour and halls dis
cussion. one of the subjects was
/ whether or not the association should
seek TO have the Government invexti-
/ gate these sworn statements as to cir.
! culation and debts, and II found false
have the publisher prosecuted criminally
for perjury The other topic was
whether or not the association should
rescind last years resolution supporting
this law.
Neither matter was settled, although
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