El Paso herald. (El Paso, Tex.) 1901-1931, 1915-04-05
WOMEN ARE BEST
READERS Of ADS
President of Adclub Tells
Local Club that Women
Are Best Advertisers.

Women are the best advertisers
and 81 per cent Of the advertising copy
Z is written for them" declared William
/ Woodhead, president Of the Assoei-
I ated Advertising clubs OF the World
at the dinner given in his honor sat
urday evening at the LOtel Sheldon
r. +. Sherman, president Of the Az
club acted as POSTMASTER, and intro
duced Joseph NJ. NealOn, who took
/ the place Of mayor c. T. Kelly on the
program as the mayor was out OF the
! city. Mr.. Nealon referred to the fact
{ that mayor-elect Tom Lea was facing
him and declared. for the retiring city
administration that, as did the glaql-
ators Of old. he and his friends,
( shouted, we who are about 10 die,
in opening his address on the truth
/ in advertising. Mr., WOodhead COM
mented favorably upon the fact that
women We're present at this dinner
and said this was the second time he
had ever attended a meeting at which
women were present Yet, he said,
( 81 per cent of the advertising copy is
written for women and women ad-
vertisers do better than men. lie
called attention to this fact BY citing
the fact that all men dressed alike
and in drab colOrs while women knew
how TO carry the best page Of adver-
, Using copy, their personal attraction,
and said they had something con-
cealed somewhere on their person
which enabled them by a few magic
passes Of that something over their
face to keep their advertising copy
fresh.
Why Is Advertising CIubF
Frequently 1 am asked the ques-
ton, why is an advertising clubT" said
Mr.. WOOdhead, in introducing his sub
ject
This is asked more often in the
east than in the west. When 1 was
elected president Of the Adclubs they
told me that men Of the west were
not advertisers, they were BOOSTERS
he continued.
They declared we have no adver-
Using campaign But We are selling
a different commodity They sell
goods and other things while we are
advertising homes, happiness and
citizenship. There is a lack OF under
standing between the east and the
west. The east sells goods and the
west sells lands Bring these two to-
gether and you have cooperation
Truth means more 10 US than IL does
T. those in the east II a man is
cheated on the purchase Of pair OF
shoes he may be angry for the minute
and sore at the store But he viii
get over il and even 20 back to that
same store He regains his faith But
let a man bring his family from the
east and settle here with his family
and his all and find that the adver-
tisement was bogus and the land was
Ae-lAN anu AAG AAAAA AAAH I1AIA LIZ AANAAN
all in a home that was not a home
and he is sore at tie man who sold
him, at the medium which advertised
IL. sore at the state and sore al the
Whole darn country. One dissatis-
fled purchaser can make more noise
than 1000 satisfied ones and they will
tell everyone they meet about it and
write back about it.
Not Luck Nor Chance.
Advertising is neither luck nor !
chance. nor complex science. It is
an art of studying and knowing hu-
man nature It is salesmanship- So
many men figure out how = thing
should be done and waste so much I
time that they do not have time 10
do il and they argue about the science I
OF advertising but unless they show I
results they do not get far Adver-
Using is successful as il is human and I
the more human IL is the more people !
IL will reach Successful advertising I
is the problem Of reaching your /
friends and your neighbors, with the /
would use in talking 20 them your ]
self Success in business depends up :
on touching the imagination OF the :
crowds
Newspapers Are Honest.
Z am optimistic The skeptic SAYS
look at the rotten advertisements in 4
the newspapers While admitting \
room for Improvement in some yet 4
even they have seen the handwriting 4
on the wall. As I travel I find the i
sentiment growing in newspapersi Of i
the country TO clear up their adVer-
Using columns There is not an honest /
newspaper man in the world who /
would not do it If he could. A man \
in Arizona told me how he had re-
fused a $1,000 ad. and had placed his I
paper on the debit side Of the ledger
by doing it 1t is the duty OF the