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

"A
Tor the extending of American business into
world markets today engulfed the 10000
or more advertising experts bankers, manu-
( tacturers and merchants who attended the
% departmental sessions of the Associated
Advertising Clubs of the World.
Many plans were unfolded by experts for
building up home trade and placing busi-
ness upon a more scientific basis, The
IDEAS divulged by noted business econo-
mists and capable commercial research
workers were received in an enthusiastic
and progressive spirit by the men who have
come to the Philadelphia convention in
search Of solutions of problems which have
arisen since the advent of abnormal busi-
ness conditions.
Men from all sections of the United
States, who yearly expend huge sums for
advertising were keenly interested when
William A. Thompson. director of the
American Newspaper Publishers Associa-
ton. said that newspapers were rapidly be-
coming supreme as a medium for national
advertisers. For 1916. he said. the news
papers of the United States would carry
total of fully $75.Ooo.OOO in national adver-
Using
INFERIOR PRODUCTS OF SCHOOLS.
Before the teachers of advertising session.
John P. opeycke attacked high schools as
turning out inferior products, more voluble
than valuable" He urged that place be
made in the curriculum OF the American
high school for advertising and instruction
in modern business methods, Before the
same section Dr. Herbert W. Hess, of the
vania, attacked the commerce courses
taught In colleges and universities.
G. A. Tupper, president of the Chicago
Trade Press Association, told the business
press department of the wonderful oppor-
tunity for development OF American trade
in foreign countries.
Shirley Hunter. an advertising manager.
Of Los Angeles. told the retail advertisers
section that every store has personality
and that every advertising man should
strive to express It.
OPPOSES PIoUS PHRAsING.
That copy for church advertising should
tell the truth and be free from pious phras-
Ing was the statement of the Rev. +. I.
keeney. of the First Methodist Episcopal
Church, New York, before the section on
church advertising.
Frank j. McGrann. at the house organ
editors conference, said that house organs
Tor employees should be attentive TO little
personal things about employees, such as
births, marriages. engagements. athletics,
vacations stories, promotions and recogni-
tons
N. Mitchell advertising manager of L. X.
aaga
advertising should be placed in mediums
tnat Will reach the largest proportion OF
women readers, as women do rs per cent
ef the purchasing of the country.
NEWSPAPERS FORGE AHEAD.
Newspapers. now supreme as a local me.
dium for advertising, are rapidly becoming
supreme also as a medium for general or
national advertisers. This was asserted
by William A. Thompson In an address to-
day before the National Advertisers De
partment
Mr.. Thompson sald further that Of $500.
$4,000 spent last year for advertising. sbb,.
$4,000 came from national advertisers, ana
a shat IN the nrst quarter OF 1915, newspaper
advertising IN the general field increased 80
per cent. Barring unforeseen contingencies.
1r' Thompson said the datliss OF The United
states states would carry = total OK fully $4,000
eVo in national advertising alone for the
= @Ao4tipseA9 . ddA4 c1o WAS Asata -
scores OF manufacturers and dealers whose
yearly advertising appropriations run into
large figures
HUGE SUN SPENT.
Mr.. Thompson said In part:
It q OF interest TO look into the rea-
sons back Of this huge sum spent IN gem
efal newspaper advertising. Most OF them
are matters u the earliest record sons
are q more resent development
IN The hrat place. the Newspaper Is q
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