South Bend news-times. (South Bend, Ind.) 1913-1938, 1916-09-30
AD-SELL LEAGUE
IN FIRST MEETING
j. B. Dignam Gives Talk on
"GutS"-SayS It is Need
ed For Success.

II succeeding meetings Of the Ad-
Sell league prove az interesting and
entertaining as was the first meet
ing OF the new season held at oliver
hotel Friday night. then. as Pres't
W. K LampOrt said in his opening
remarks. the year viii be the best
one in the history OF the league.
Two good speakers were on the
program Friday night. Frank
Stockdale. lecturer for the AssOciat-
ed Advertising Clubs of the World.
and J. =. Dignam. representative Of
Cone. LOrenzen and Woodman ad-
vertising agency al Chicago we're
the gentlemen who held forth fol
lowing "A dinner
Mr.. Dignam had a difficult sub
ject or at least II sounded so when
announced, but when ne had finish
ed with IL IL was III for parlor use
in the highest society. The tile OF
his remarks was the short word
cuts"
Indispensable to Success.
Mr.. Dignam took the word apart.
bisected and trisected it and showed
that IL was Indispensable to success
A certain quality Of it must be in
jected into every enterprise. AT the
top OF the ladder Of success said
the speaker, ARE men with CUTS
At the bottom are the mollycOddles,
and in the middle are the chicken
raisers and after dinner speakers
1T takes CUTS TO get there and il
takes CUTS TO stay there" was the
way the speaker spoke Of the man
who achieves fame.
The word conveys n different
meaning TO every individual, but 20
all il has vital Importance. Al
though it is ugly and unvarnished
IL stands for a subtle quality which
must be possessed by the man who
would get there Shakespeare S /
quotation. All the worlds a stage
and the people in il merely actors,
Is untrue nov, for all the worlds a
market and the people in it are buy
ers and sellers. Advertising and
craftsmanship are the gold dust
twins OF commerce"
Deals With Figures.
In Mr. Stockdale's talk he dealt |
with figures showing The Lost Art /
OF Making a Profit" He unraveled |
a maze Of figures in developing his /
subject and at times seemed to have !
his audience lost, but brought them (
safely back and left them wiser
men.
The speaker dwelt particularly on
the troubles of the retailer in trying
10 make a profit and showed how,
in trying 10 figure percentages of
profit. the small dealer soon gets
tangled up. THE retailer is har
vesting the crop for manufacturers
and jobbers and the manufacturers
must take him into partnership in
advertising the goods which he
wants sold"
In talking Of the angle Of ap-
proach from the manufacturer 10
the retailer. Mr.. StOckdale said
The manufacturer must help the
retailers 10 help themselves not give
chem the idea that the manufacture
or is the one who is helping the re-
taller The manufacturer and job
her must not only sell the retailer
the goods but the idea behind the
goods"
Why Profits Do Not Come.
That the retailers are failing TO
make a profit is due TO the fact that /
they are no figuring their percent 4
ages OF cost and profit correctly, was
the assertion OF the speaker. He
produced figures bearing out his as
sertion stock turnovers control
time expenses. and time expenses
control net profits" said the speak
or. Time expenses attach TO all
lnturned over goods. The man who
knows his stock is superior" 3
=. G. Weir told the members Of
some OF the big men coming during
the year. among them being +. 81.
Elmo Lewis and Robert r. Ramsey
in October. Gridley Adams and the
Chicago Ad Choir i'm November. Joe
Mitchell Chappell in December, and
sam c. Dobbs. the COca-Cola man,
i'm January.
Preceding every meeting the Ad-
Sell News viii be printed and dis
tributed. containing Information and
news Of interest to the club.
p. L. Sims former principal OF
The high school presided over the
affair as toaStmaster. y. q. Faye OF
Chicago. who will speak before the
club later. was introduced by Mr..
Iamport NeSsiCkS orchestra play
"a 7urirrr ina serving oF dinner