The sun., 1916-01-30
THE INVESTMENT SIDE
OF NATIONAL PUBLICITY
This Important Factor So Vital to Commerce Has
I Reached New Era-On Higher Plane,
Bringing Better Returns

zine ut from ia tp 81 cents How can
he AFFORD tn give us so much for 80
little' The answer Is Obvious in this
presence. The advertiser. the one seek
ing publicity. pays the greater part of
the cost for 'he reading public.
The development of tina, form Of pub
lic.t> which we call advertising Is one
uf the very remarkable things in this
age. Oul> u comparatively few years
ago 81 900 spent in advertising would
have been considered reckless, while to-
day there are many interests eNpending
Sl,ouO.oOu n year in their advertising
campaigns. and the necessity for adver-
tisne from n business standpoint seems
10 he GroNIug
When We consider that each year now
something over 500. OOO 900 t. spent in
this country for publicity. We can get
some idea or the Importance of return
upon THIS investment not only to the In
Nestor himself hu, to the public at
large, which finally has To- pay the bill.
There is Kind OF publicity which is
So important even TO our Government
ard the business interests Of our day. SO
much discusscd ia the press and from
the Iostrum. that even the old word has
taken on new meaning I refer to
that form Of publicity which has for it's
object the formation and control of pub
lis oplulou--this indeed. IL the one
great purpose and the end OF our mod
,ru publicity
The world to-day n ruled 10y public
opinion. Almost without exception the
ernmcnts ot tine world are govern
meuts by public opinion The aggregaie
Of private opinion giN,s us public
opinion which in nations finds express
sion in the form of government. the
selection of officials and the adopion Of
codes Of manners, morals and laws.
IericleS. bemOst themes aud other great
orators of Greece appealed to the people
and thus shaped the important events of
the great learS - Athcuian supremacy.
Mark AntuuN's add .eSs to the populace
brought uu civil war IN Rome The
Reformation halted until public opinion
pressed it forward and established 1t.
Public opinion demanded and secured
the adoption OF the Declaration OF In
dependence and supported the long war
for freedom. Public opinion IN North
and South brought ON rhe civil war. II
united ltalv, consolidated the German
States into AN empire. caused successive
revolutions iu France. leading up to the
establishment ot tn" republic Public
opinion ha., more recently made an in.
dependent nation ~ Norway. a republic
IN Portugal cnaoS in Mexico, and jus,
now is supporting the most destructive
facts surely point to government by pub.
hcitN. There is constantly the necessit,
for publicity, b. has become an importan,
and vital function Of the State
Not only IN governmental affairs. hui
~ business affairs. more and more mus
We appeal To the people and the people
must answer the appeal and assume tn,
responsibility 10 a greater extent thar
ever before IN the conduct Of business
Business interests In my opinion
have been entirely too slow in appre
ciatinC the necessity of publicity anC
its Influence on public opinion. and
believe that fact * responsible for muci
Of the distrus' and suspicion which mai
arisen In the past with respect to husi
ross affairs Mann business iustitu
tons have doubtless suffered from hos
tile publicity. from seuSdtionalism II
most ~ such Instances the fault II
my oNlnion, has been with the seCre
methods cmnloyei and the constant sus
: p'ion and danger OF instrumentation
, 4 new era In publicity. in advertis
ing. seems to have been inaugurated II
the business world. and | am sure tina
those OF Us who are IN constant toucl
, with the various methods and purpose
: "t publicity vii hail with delight ind
eat .ouS of great Improvement which hlv
, taken place M ~" last few Years
, T0or" vHs time. not far back. wheI