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

ADV .rt. fng Clubs of the
:: : !: e: !; e: ; !: !:
HMTT6A ord, in his annual ad
| &%I.l eSA dress this morning at the
| Ge3on nTAA opening sitting of the
| kAA Au&SVAkE5 clubs convention in Con.
! wv ~ vention Hall, Commercial
~LIYB> Museum.
With words that thrilled
and inspired the great assemblage Of ad-
vertisng experts, manufacturers, mer.
| chants and bankers, he told of the never.
ceasing battle of the Associated Advertis-
ing Clubs of the World for honesty in ad-
vertising and a fair deal for the consumer.
He told how the Associated Advertising
Clubs Of the World are cooperating with
the Federal Trade Commission and other
| agencies in an effort to reduce the number
Of business failures in the United States.
LAS we begin our 18th convention today" "
he said, "ln this historic university, we are
| in the presence of the eager. inquiring spirit
| of its founder. Benjamin Franklin, If he
| were here in the body, who can doubt that
| he would face us with many searching ques-
| tons?
He would want to know the things we
| have undertaken to do with the printers
| types he so dearly loved in weaving them
| into advertisements with which to find mar
| KetS ana so 10 Wluen the DOunuarleS OF the
| worlds commerce and civilization.
| And why not face the questions squarely.
| frankly this morning just should
| have to face them If we stood before the
| first great American philosopher and ad-
vertser and Hlet his quizZical eyes looking
us through and through? Who are we and
what do we stand for and, above all, what
are we doing that is worth doing to serve
| our day in the world?
But before meeting the test of those
head-on questions let me as president of the
Associated Advertising Clubs of the World
say TO you. Mr.. Provost Smith, and through
you to the trustees of the University of
Pennsylvania that your association with
the Poor Richard Club In inviting us to
| come to these halls of learning for our con-
vention was a great honor bestowed on
American business. And it seems fitting
that here and now l should announce that
we shall issue as permanent and quicken
ing memorial of this great convention
book to bear the title, Benjamin Franklin.
Printer The author John Clyde Oswald,
editor of The American Printer and a men,
Der of the Executive Committee of the AS
ISOLATED Advertising Clubs, Is a recognized
| authority on both Franklin and printing.
AT last. by steady and sure growth, we
have achieved an organization that has both
fexibility and unity, which recognized the
value of the clubs. distributed geographic
ally, and the value of the departmentals,
interest. Together, the clubs and the de-
partmentals constitute the Associated Ad-
vertising Clubs of the World, strong, united,
courageous in the resolve 10 go forward in
the spirit of service, under their emblem,
the all-conquering word TRUTH.
I'm brief, this describes who we are.
But Franklin would instantly inquire what
we are doing that Is worth doing Poor
Richard was always careful to see that
his Almanack was not a prospectus of
mr. nTfAig hINk ETa ltN,v.. AV,1
even when he sailed a kite TO the clouds
1t was not to indulge in idle sport but
to see how much electricity would follow
down the silken cord into glass jar.
We'll, what are we doing? Merely to
catalogue our activities would put too great
tax on your patience, But 1 must at
least tell you of the outstanding things in
the year since the Chicago convention
But with the clubs effectively organized
and adequately financed what are we doing
that is worth doing? We are making a
head-on drive into the very centre OF a
problem that is basic in the whole ques-
tion of markets. the efficiency OF the re-
taller, the last man in the chain of dis
tribution between manufacturer and con-
sumer You will hear at this convention
that our Committee on Retail Business
Systems has worked out five systems, one
Tor grocers, one for boot and shoe dealers
one for jewelers., one for druggists and one
for hardware dealers and that all of these
systems are practically ready TO go forth,
under the guidance OF the clubs, and do
their upbuilding and benehcent work in the
world
And 1t is with the deepest feeling OF
pride, In which you will share, that l point
TO the fact that the men who have done and
are doing this great and constructive task.
and doing 1t without a dollars compensa-
lion, are men Of our own organization and
that the men who will install these systems
among retailers are men In our clubs
throughout the country.
Now these particular activities have been
directed toward retailers toward the con-
sumlng public toward Legislatures-in a
word, from within toward the world with,
eut' But at the same time there has gone
FORWARD wide range OF work especially
educational work. inside the organization
Fof we stand for the belief that in order to
pulld up general merchandising efficiency
with retailers In order TO spread the knowI-
sase Of advertising with the public. In order
70 give the greatest power of advertising as
: sstkant OF commerce, we must ourselves
NO, not merely for the oncoming gen
efatlons but as well for the generations
now nFing and working, so that please
loo II may build wisely In it's own BRIEF
day Tor the long future days.
IL was our educational work. Mr.. Pro-
Nost smith told me some months ago. that
.As primarily responsible for the decision
ot the University OF Pennsylvania % invite
as . rs halls foF this e0nvsnGlons