The Richmond Virginian. (Richmond, Va.) 1910-1920, 1916-07-09
MORE THAN $4,000 At
GREATEST CONVENTION
Philadelphia Made Place for Ell.
change of Ideas and Promo
ton of Truth.
RICHMOND is FIRMLY ON MAI
Local Delegation Saw City Was Well
Advertised During the Meeting of
Associated Advertising Clubs OF
the World.
tBy GEORGE A. MoRTLAND.)

(By GEORGE A. MORTLAND.)
More than 1900 men and several
hundred women who are engaged In
the fundamental business of holding
old markets and creating new ones
representing almost every calling in
life, supplying the necessities and
luxuries TO all nations and all peo-
pies of the world.
These thousands gathered together
In convention at Philadelphia TO ex-
change ideas and to bring about the
actual practice of truth in advertise
ing.
1t is doubtful II many men have an
adequate conception of the wonderful
growth of this wonderful movement
and what II is doing towards the
building OF better business. what IL IL
really doing for the retail merchant,
tobber. manufacturer, the merchant,
for the church. in fact for every phass
of life.
Holding old markets and creating
new ones"--it has well been said
markets are in human minds and the
! surest way 20 reach human minds IL
through the printed. the painted and
the posted word. That is why advef-
Using is the greatest and most po-
tent force the world knows of in hol
| ing and making markets. But thous
advertising Is the chief factor In mar
( ket making every other factor is the
concern of the advertising club work.
because we undertake to study and
standardize selling and merchandising
as we'll
The greatest compliment that could
have been paid to the work of the adj
vertising clubs is the opening wide the
doors OF the great University of Penn
sylvania and the cordial invitation exc
tended to hold our conferences with
in its walls: and this was due to the
great force OF the educational work
| which Ia being carried on by adver-
tisng clubs. the men taking part in
| the great convention-nen who stand
! ont prominently as leaders In the
world OF business. the recognition OF
the President of the United States,
the Supreme Court OF the United
States. the New York Stock exchanges
and other factors of worldwide recog-
milton All these go to show the trend
that truthful advertising is taking
| and progressive business houses ev-
erywhere throughout the world are
I quidkly realizing the advantage OF
becoming actively interested in this
! fruitful work.
At the Philadelphia Convention the
Richmond delegation acquitted itself
/ magniheentiy. Every one attended
the convention bent on securing all
the information possible so that the
greater part OF each day was taken
mp in getting a ftne on the best and
most effective methods of holding old
and creating new markets. Through
the efforts OF the delegation Richmond
was we'll advertised. thirty signs. each
showing In outline OF the State and
on each was painted some activity
OF Richmond as manufacturing cen-
ter, a banking center. a tobbing cen.
ter, all were carried In the big con-
vention parade in Philadelphia To
this was added the strains OF Dixie.
| "Sewanee River, etc, all OF which
brought forth applause from the on-
looking crowd OF 10000 people who
| lined the street
! The Philadelphia newspapers, too,
were very generous in the mention OF
the Richmond delegation and repro-
auctions were printed on several oc-
easions by some of the papers.
To reflect the potency and enthusi-
asm of the convention to the members
who could not attend the meeting
yesterday at the Lexington Hotel was
given over to brief reports by those
who attended. each one giving a con-
else talk on what interested him most
at the convention. The result was
remarkable In that so many view-
points and constructive thoughts were
expressed all tending towards the
building of better business. nota BILE
feature of the meeting was the Rev.
H. D. G. Maclachlan. OF Seventh
Street Christian Church. who attend-
ed the convention in the interests of
church Advertising. brought before the
meeting q valuable lesson and sug-
gested that the club, early next Oc-
tober call q meeting OF the ministers
OF the city, together with one or two
laymen from their several churches
to discuss and perhaps effect co-op-
erative church advertising not for any
particular church but for churches
generally so that the whole would be
placed on broad principle to invite
non -churchgoers to attend church.
1t Ia in this way the potential fac.
tor Truth" is working in our midst
and business is brought to see that In
this cooperative work we are all
working towards better business.
with the result that everybody is beue-
fitted. the manufacturer. jobber. mer.
chant and the consumer
| 1t Is said that the expenditures for
Advertising throughout the world now
/ represents enormous figures, and now
being reckoned in the trillion mark.
Is 1t therefore any wonder that great
businesses everywhere are taking 80
active part in the councils Of the adj
vertising clubs? The futre. we nnd.
by looking over the past. unfolds nj
vision almost beyond comprehenaton
and this is particularly true in these
times when the business world III
learning. more and more thoroughly,
the lesson of progress through coos
GRAFTON. We all receive by giving. ~.
| let US all cooperate.
s