El Paso herald. (El Paso, Tex.) 1901-1931, 1916-06-23
ROWLANDS SETS
FORTHPOLICIES
Proposes Platform for Ad-
club Which Calls for Work,
Not Entertainment.

An outline OF the program that viii
be followed during the coming year
was decided upon BY the newly elected
officers and directors OF III FL Paso
Adclub at a luncheon held at noon Fri
day in the grill room Of the Hotel
Zeiger.
President A E. RowIands made a
talk, in which ne outlined his policies.
He said in part:
This club has a mission TO perform,
and I propose TO you gentlemen a
hall We call IL a platform
Past the Get-TOgether Period.
W. nave passed through the Eet-to-
gether period where we attended and
ate ~luncheons we never desired, and
listened TO this fellow and that fellow
tell US what a beautiful city We had
All this is. no doubt. very nice in its
way. but this is a club OF men inter
ested in ADVERTISING. Then let US pass
from the 'Eet-together' period into the
more important educational period.
a man joins an advertising club be-
cause he is an advertiser. or he is in
terested in advertising. He does no.
join IL for social purposes
No More Entertainment Committee.
The main reason for the Advertis-
ing club IS a Serious one. With this in
view, we shall have no entertainment
committee but In its place the eduea-
tional committee will have to work
overtime. 7 would Ike to see the
scientific side discussed, lectures on
economics. finance, credits and distri-
button I would go farther and have
classes IN composition and arrangement
demonstrate the laws governing effec-
tive advertising display. We viii have
discussions on technique, copy. policies.
plans. etc All these by authorities on
eve are poinp IN take actuaI adver-
tisements and discuss their merits and
their punch or lack OF it I am hop
ing to introduce a microscope into the
club.
Needs Money and Workers.
This club needs two things. money
more workers. It needs money be-
cause il must do more, and you cannot
do things for advertising unless o
money. Therefore. a finance COM
mittee will be appointed TO find ways
means for creating a treasury.
There will be a membership committee
to find workers. The vigilence com
mittee will be ~broadened in its char
acter.
Tt is very difficult for the newspa-
pers to always discover the
advertiser, as the copy is always
that very recently a number OF get
rich quick schemes have been adver-
tised. and we have proof Of two in
stances where money has been sent
EaEk aLA AQ h20A1 LEAAAAEAa is
doubtful advertisers were all from out
OF town.
Needs Protection From Fakes
Fl PasO is distinctly fortunate in
Its class OF advertisers. but II needs
protection and We all need protection
from the fake outoftown advertising
It will be the duty OF the vigilance
committee 70 investigate any doubtful
certainly not in the clubs name. Should
il prove dishonest. AXE whatever action
be deemed necessary by report
ing to the federal authorities and
bringing 10 the attention OF the pub
Usher. who I am sure will cease to give
the advertiser space in his columns
Day ~LuneheOns; Night Dinners,
On the suggestion Of Mr.. RoWlands
T. was decided TO hold two meetings
per month. n a noon day luncheon
and the other a dinner at night At the
night meeting il is proposed to have
longer and fuller discussions on ad-
Vertisins and the work Of the club.
II was decided that there viii be no
talks fro INVESTORS unless they are In
way connected with Advertising |
Many Subjects Coming Up.
It was voted that the new officers /
and directors shall not take office I'M I
u the second Wednesday in September. Z
TIE president announced that at this
meeting he will talk on the subject. :
Is There a Science in Advertisingr"
A. an early meeting DR.. c. H Rider
will discuss Misleading Advertising"
SRbpects unassigned that will be dis
cussed during the coming year include
Local Retail Advertising" How to
Test the Efficiency OF Advertising"
BY What Test Can I Fix the Appeal
Scope Of Ny CopyT" How Can 1
Measure the Proper Results OF My Ad-
ye~rtising2" Cooperation Between he
taller and National Advertiser" "Th
Duty and Responsibility Of the Space .
seller to the Public and Space Buyer"
DEPUTY TAKES NEGRO To CAPITAL.
Deputy marshal J. 3. DuBOse left 4
Friday morning with Raymond z. /
Jones. negro. for Washington. d. c !
The negro is charged with non-sup- /
Of his wife and child at Wash
ingtOn- /