Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1916-06-26

| cause of the lack of perslstence because re.
suits were expected in too short tme and
instances have been cited where a campaign
which might have been tremendously. sue
cessful ended in failure because 1t was
stopped Just little bit too soon. There Is
tremendous cumulative force in per-
sstent reiteration and presentation of
product which is nationally important, and
when you have secured this accumulation of
force It is remarkable how long the benefits
| last"
In reference to the advertising campaign
of the Bell Telephone Company. Mr. Kings
| bury said:
"The corporation which I have the honor
to represent, and which spends large sums
of money each year in national advertising,
| does not do so with the direct object of in
ducing people to subscribe for telephone
service. Our president, Mr.. Vail, has said
to me over and over again, You must keep
out of your advertising anything in the ma
| ture of an invitation to purchase telephone
| service; get away from the commercial
| idea Well, that is pretty hard thing to
do but we have consclentiously tried to
| do it,
we advertise In national way because
| we SeINe a ia~',oil'Wiue ~ Puplle anu we want
t,,''' l,uD''G " NM" "', ~ ~"Dou' oui ou9."eaS'
we nave intricate prople'ns we want tne
people 10 uhuersIa'lu 'heii; we nave ioly
purposes and we are entitled to have them
| known. We have high ideals as to civic
| service and you can readily understand
| that a corporation doing business in some
| soroo ,,nosuro nf s,,r,,oth,, F,o,,, tha r,,hIio
| a. e., tr,,Jnrr 20 aor,,a lei a.. .ro,,on,,,,o
| limo,,itios W. hoi,a,, ~ 60, ,,on. t,,,da
| mental nrincinles nc annIicahIe to o,,r husJ
| noss s,,ch og tho nocnssit,, for ,ono rotIn,,
| &c rooards ~ rrarar,I ,,so a., ,,otno,ioSS
| of eyorv toIanbone in the ITnItod stotes
| We believa In one svston, becausa we car-
| NOT connective NJ , notion.yyide serI,ico heing
| nerfornnd nv numbers of ,1nrelated COM
| nanies We believe in universal service
because the ultimate benefits Incident to
o,',,, sei ~, roe oD,touSS oe given
Vi 4eO.'eU ''' ''''''IeN
Perhaps the one great test that can be
applied TO our national advertising is to
consider whether or not 1t has made these
problems purposes, Ideals difficulties. prin-
| ciples and policies known throughout the
United States. II It has made them KNOWN
and TO the extent II mas made them KNOWN
our natlonal advertising mas oeen sue
cess out II we nave spent tnese larBe sums
OF money without that result our national
pose we nave mad IN mlnd'
"As an advertising man l am pleased to
tell you that in our opinion our campaign
in these particulars has been a success,
and there are many evidences which go
to confirm our belief in this direction.
..p,,. ,,,,s, oor,as IN Won that an, I'm
:. srita ~ our nndeoyors 10
Strpa,, NJ VaiI,s ins+rTct,ons the rec
ioiio" guy " ''' ''''. 80, s,,ooass
oru sHows l ,'''ne Nv 49, ~. ~ 4,
lui' anu tIe''.pte ""e'' = -, " ~, -
sure TO learn that somewhere OF other the
commercial idea must nave erept INTO some
or our advertising without our realiy Know
ing II. we nave otten stated tnat we could
not key our advertisements or directly note
results in the way of Increases or business,
but study of the figures shows very
gratifying result when viewed from the
advertising mans standpoint.
,,,r,, 49,,
"hAl lfA CAhFAiSN I'D
"Our national advertising campaign be-
gan in June, 1908. We will assume that the
advertising has affected only the number
of Bell telephones, as shown in the annual
reports of the American Telephone and Tel
egraph Company. The stations of our con-
Meeting companies private line stations
etc, have been omitted in making up these
figures For the five years of 1904 to 1908,
inclusive, we gained l,69O07S subscribers
and this gain was ]. .72 telephones for each
10O Of the total popuIatian of the limited
states, That was before our advertising
camnaIgn begap
.Noy LET MS take the nsriod from, ,ens 90
1a19 inclusive. omittinF, as Won VIII nots
the years 1s14 and 1ei5 in order ~ avoid
The Greet NJ ahnorn,aI corditIons A. -. ~
European war. During these Ave vsarS W. re
while our advertising eamnaiRn was IN
nrosress we gained 100 oeI s{at,ous "a "a
mat gain was /. az teIenhones nar Inn - Az
total population of the country so that dur