Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1916-06-27

All phases Of American business and ad-
vertising were discussed today by more
than 10000 ad experts. bankers, manufac-
turers, merchants and business economists
at 20 departmental sessions of the Asso-
ciated Advertising Clubs OF the World. The
convening OF these individual sessions sig
naIsed the inauguration OF the greatest
business educational movement in the busi-
ness and advertising history of the United
States.
The broadslde of departmentals opened
this morning Immediately after the close of
the general session, during which Lewellyn
E. Pratt. chairman of the National Edu-
cational Committee of the Associated Ad-
vertisng Clubs urged licensing OF advertis-
ing men.
Noted clergymen from all sections of the
United States assembled at the session de-
voted to church advertising and discussed
ways and means for reaching the 50,000,O0O
or more persons in the United States with
out church affiliation. 1t was agreed unan.
imously that the best method of extending
the truth of Christianity to the great un.
churched was through the medium of adver-
tising. Noted pastors told how they had
advertised and filed empty pews Before
the retail advertisers department, John L.
Hunter. of Denver. Col attacked bargain
advertising. He declared that the GUS
toners that bargain advertising brings are
spoiled by their continual search for
"something for nothing"
ADVERTISING METHODS.
Before the department for national ad-
veFtisers newspapers and magazines were
urged as the most effective medium for
placing products before the consumers OF
the nation. In the session devoted to bill
posters experts revealed the effectiveness
OF bill poster advertisements II was argued
that II cost the public nothing to read such
advertisements. At the session for teachers
OF advertising college professors urged the
establishment of advertising courses in the
colleges and universities OF the country.
The various methods for teaching adver-
tising were demonstrated. Business experts
addressed the department of financial ad-
vertisers on the effectiveness of the financial
advertisement.
Use of display advertisements in the
newspapers was urged by experts at the
conference on community advertising 1t
was shown how Nashville. Tenn had gained
more than 500 conventions and "a new
Industries by fve-year advertising cam
paign.
COOPERATION ESSENTIAL.
Industrial preparedness was urged by
William II. Ukers of New York. vice presi-
dent of the Associated Trade Papers, in an
address before the Business Press section,
I'VE would urge upon all branches of
advertising" he said. the Importance or
cooperating with the Naval Consulting
Board In the confidential Industrial IN
ventory being made under its direction by
10000 American engineers. Surely there
is no better national insurance against
war"
Before the same section A. c. Pearson.
manager OF the Dry Goods Economist, New
York, said that the successful trade paper
must have a good merchandising plan and
a well-conceived advertising plan J.
Horace Lytle. OF the Shoe and Leather Re
porter, Boston, spoke on the training of ad-
vertising representatives.
@. H. Clark. advertising manager for Rob-
bins and Myers Company, Springfield, O.,
said that TO make advertising effective the
advertiser should know definitely what par
tlcuiar class he is reaching in a given pub
1ication and what particular style OF appeal
is most effective with that class c. A.
Tupper president Of the Chicago Trade
Press Room Association, spoke on the op-
portunity OF the business paper to partici-
pate In the creation Of foreign trade. He
urged the need OF awakening American
business men from the eomplacent dream
Of home markets in which they are now
indulging." He said the abnormal demands
caused By the war would soon cease.
The advertising business Is a business
Tor youth according TO the statement OF S.
Roland Hall. OF Easton, Pa. in an address
before the advertising teachers session.
POSTER ADVERTISING.
s. J. Hamilton. secretary OF the Amer
ican Poster Company, OF New York. told
the Poster Departmental Section that the
cid advertising method Of shouting the pro-
duct Is drawing 10 close
Poster advertising" he said, rs all inn
aastant In this age OF rapid transit. auto
mobiles and general hustle and hustle The
poster appeals 10 the masses. and being free
. read L freely read"
Ivan b Nordham, told how a Brooklyn
Baking Company that wanted 20 impress
people with the cleanliness Of it's plant and
nn1lhodB took the plant 70 the people" by
uay q the billposters brush.
.iCa-eparation" said William A. Thomp-
son. director of the Bureau Of Advertising
q the American Newspaper Publlshers
Association has become a recognized
factor 10 our business q. Edward Buxton.
treasurer Of the Providence Journal. de-
IIFered N address on "A STUDY OF News
H4u1z Cooperation"
Provost Edgar >. Smith presided At the
eznafal session this morning.
A1#aIlgn e. Pratt. chairman OF the Ma
01HHf EdacatEona1 eQul1lfttee of the Asso-
4|ale4 Advertising Clubs. said the time sas
H47 - distant when tne advertising men
8 la4 cQenll4 noald be licensed ~ state
&zaHzainz boards. Lie physicians nov
szs'
Ar1RAcTLsQ THE READER
wa, aItrea1a readers ~ advertising
= fHs tAs|e q al Investigation ~
4r& eateIfI4Ina n'z14seE of London
a et'ee A. stp.s'nza e tsf senslei
es# ezedHzE.a 81 zslszIlan 81 /
aH 81 a.4r tzI4 1za1l