Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-08-26

themselves with being held up year
in and year out because they know
that unless they advertise in the
school publications IN their eonlniu-
nifty their competitors will get bust.
ness formerly enjoyed by them. The
student readily appreciates the won
derful charm he has over the mer-
chant in compelling his assistance in
financing the schools publication. He
is given a prejudiced viewpoint and
before entering business develops the
wrong attitude towards business. His
operations are species of petty graft.
for he tells the merchant that in re-
turn for the student body's patronage
the merchant should advertise and in
that way aid in financing the school
publications To call a hold-up of this
nature advertising Is a parody-we
are almost tempted TO say sacrilege.
IF the student is to continue TO
hold up the merchant in behalf of
college publications, let's teach him to
place HIS solicitations on another
plane and not profane the profession
Of advertising by calling this form of
publicity advertising. Let us teach
him that all advertising is publicity,
but that by no means is all publicity
advertising. There is no more reason
why a merchant should express his
appreciation Of our patronage, by Civ
ing Us cash donations or refunds than
there is for him to adopt a similar
course toward students. If mer-
chant gives full value for the money
spent with him, his obligation to the
purchaser, both moral and CONNER
ciai, ceases. Teach these truths to
the boy and girl while he and she are
yet In school and we win have made
a telling blow to the very foundation
underlying the misconception OF adj
vertising and its functions. School
publications and church and other
benevolent programs and the like will
continue to be published, as unques-
tionably they should. but they will
not be imposed upon the public In the
name and under the gnise OF 'adver-
Using In the first place, it is undig-
nified to place ads in school and
church literature; in the second place,
the principle is wrong aiiyhJw.
.The advertising club Is the only
avenue through which the merchants
can successfully cope with the school
and programs. for they
know their competitors will not take
an advertisement in any paper that
has not received the Endorsement of
the vigilance committee. A member
ship in an advertising club is an eco
nomic proposition, for only in harmo-
NOUS organization is there strength. ("
Prof Hixson's communication reads:
Knoxville Advertising Club, City
have just read your ar
ticle in the Cincinnati AID Club News
relative to advertising In school pa |
pers and church publications. and I |
must say that ] agree with you fully |
Such publications are not good adver-
Using mediums, and the business men
and general public know it.
Il have always been of the opinion |
that advertising in such periodicals |
was in bad taste. but | never had the |
courage to depart from the estab-
ished custom Of soliciting such from |
he businessmen until / came to |
Knoxville. Suddenly 1t dawned upon |
ne that if we would only use business
methods we could make our high !
school paper great financial success
without advertising. /, accordingly.
aid my plans with this in view and
hen put my staff and faculty advisers
% work them out. II was signal /
success. To my surprise and TO the
of every one connected with
he school we paid for the first issue
ind had SITS left in the bank. We
rave sold enough copies of SUBSEQUENT
ssues at 10 cents per copy to pay for
III printing expenses. Out of an en-
'olnent of 600 students in the school I
We sold to students 595 copies of the
irst issue and obtained more than 100
at 81 a year from the
businessmen of the town.
Il congratulate you upon the stand
Tou are taking in this advertising re
orin which you are wagiRg, and I E
rust that you may soon have some
hing tangible for your efforts.
Your truly, SAMUEL HIxSON.
Principal Knoxville High School"
. Il