Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1916-06-26
KINGSBURY, TELEPHONE EXPERT, TELLS
ADMEN OF NATIONAL IDEALS
Continued from Page One

! Continued from Page One
ama,Pacihc Exposition for San francisco
| after all other methods of persuasion had
| been tried and a rival city had virtually
| grasped the coveted honor.
National advertising has secured hun
| dreds Of manufacturing plants for cite.
| which have made known In this way theii
| advantages as manufacturing centres.
National advertising has improved meth
ods of doing business in hundreds of differ
| ent ways 1t has taught many firms tC
| know more about their own business in
| order that it might be inteligently adver
| tised.
A NATIONS "HOUSE ORGAN"
National governments are buying space
| to advertise for recruits for their armies
| and for loans with which to carry on war,
| Blue books red books, gray books green
books we have heard much about in the last
two years, and, as another has said, they
are the house organs of Europe
1T is high time that the people of the
world came to a realization of the tremen-
dous scope of the advertising business of to-
day No longer is advertising to be con-
sidered as a superficial gloss upon business.
1t rather has to do with the very funda-
mental principles of every business. There
is cooperation in this age-yes-but in or
der to share in the benefits of cooperation,
every business man must cooperate He
must join this great university. He must
adopt your method for the diffusion of
knowledge. He must embrace your Ideal
truth"
Mr.. Kingsbury declared that every ar
tice produced for the consumption Of the
human race should be advertised.
This should be done" he said, be
cause in almost every instance OF pro-
duction in the present age there is a sur
plus in production over what the producer
can possibly consume. Philadelphia cam
not utilize all her steel products Penn
sylvania does not need all the coal she
produces; the farmer cannot possibly re-
quire all the products Of his acres. We all
are specialists; none of us Is self-sutii-
Client. We must know much about what
the other man produces, because we con-
sumo his products and we are entitled to
protection i'm the diffusion of knowledge
which results in education through adver-
tislng. Very few of us produce anything
which we consume Everything must be
bought We have not the time nor the
knowledge to examine what we buy. ANY
one could defraud you and me with false
statements. The old legal doctrine of
caveat emptor should no longer apply, The
buyer cannot beware, because he has
neither the time nor the technical knowl-
edge to examine the things he purchases.
We must be protected in the statements In
defrauded.
mot only is II true that every article Of
fered for the consumption of the human
race must be advertised, but every great
cause in which we are interested demands
that same treatment, The intricate modern
methods Of production. transportation and
communication and consumption have
brought men closer together in mutual in
terests than ever before in the history of the
world. with the result that that which ar
fects one class OF men or one nation or one
locality Of the world also affects every other
class Of men, every other nation, every other
locality, and this makes necessary an accu-
rate. complete knowledge OF great causes
and great events, no matter how far they
may seem TO be separated from our mme-
dlate environment"
THE NEED OF TRUTH,
Mr. Kingsbury said that the endeavor of
the Associated Advertising Clubs In the
direction OF truth was bearing a magniff-
cent fruit. He said;
Truth Is essential, as the National Vigi-
lance Committee has informed as many
times. and the Learor we arrive at truth
IN ali our advertising, the more valuable
viii that advertising be. Consider OF how
little value the advertising Of the American
Telephone and Telegraph Company would
be. even though Il might express nothing
but the exact truth. II the copy OF every
other national advertiser should Be fun OF
lies. IN such an event. Es should be In