South Bend news-times. (South Bend, Ind.) 1913-1938, 1916-12-19
AD-SELL LEAGUE
HEARS EXPERTS
Direct Advertising and House
Organs Topics of Discus
sion at Banquet.


OF discussion at the Ad-Sell ban
cuet held at the Nicholson Inn
Monday evening and one of the
largest crowds that ever attended
an Ad-Sen banquet was on hand
tao hear two experts discuss the
subject. The Kiwanis club was the
guest Of the Ad-Sell league on the
occasion. The speakers were II. J.
Buckley. former advertising man
ager of Marshall Fields Co. for
mer president Of the Direct Adver-
tisers club Of America, and head of
the BuckIey-De Mint Direct Adver-
Using Specialists Co. OF Chicago.
Mr. Buckley spoke on Direct Ad-
vertising''. The other speaker was
r. c. Fay, also Of Chicago. editor
Of The Acorn. who spoke on
House Organs L. G.. Manning
presided as POSTMASTER.
Reports handed in at the dinner
as 10 the result Of the membership
campaign of the Ad-Sell league,
which closed Monday night. showed
shat 81 new members had been add
ed as a result of the campaign.
John De Haven, who secured 10 new
members was awarded the South
Bend watch given 10 the man who
secured the largest number Of new
members. ". X. Lamport. president
of the league. won the second prize.
a two year paid up membership IN
the league. and o. i. Genrich won
the third prize.
Explains Direct System.
In his talk on direct advertising.
Mr.. Buckley told OF the workings Of
the direct advertising system Of the
Marshall Fields Co. He declared
that business men the country over
are coming more and more 10 use
the direct system OF advertising and
mentioned the fact that the amount
az direct advertising being used by
the more progressive firms of the
country. was being doubled and
trebled every year.
Mr.. Buckley emphasized the i'm
portance OF neatness. taste, the
personal touch" direct appeal, and
persistence in direct advertising. He
declared that there was no line of
business that could afford TO ne
elect its direct advertising as the
success OF ali its other kinds Of adj
vertising and even of the business
itself. depends upon this part of the
work. He pointed out that, IN the
last ANALYSIS. the success Of direct
advertising depended upon the eff
ficiency OF that entire selling sys-
TEN. He did not fail however. 20
note that direct advertising worked
best in connection with other kinds
Of advertising. After the speech
round table discussion followed. Mr..
Buckley answering questions put 10
him by the league members.
Discusses House Organs.
Mr. Fay in his talk on House
Organs. told of his experiences of
four years as editor Of the Acorn"
and of the things which made for
success in his business. The house
organ" he declared. "can be used
10 advantage and profit in every
line OF business" The results that
are TO be obtained from il can only
be limited by the amount of effort
and skill used in its production. He
pointed out particularly that in
editing a house organ, IL must be at
traCtive both IN matter and appear
ance. The success of the house or
gan depends upon its appeal The
appeal should not be confined TO
The contents alone but il should be
made in the tastefulness of the COW
er. in the carefully arranged table
OF contents and in the use OF we'll
chosen and numerous Illustrations.
According 10 Mr.. Fay. only about
% percent OF the space of a house
organ. should be devoted TO direct
advertising. The principal purpose
81 the pamphlet being properly 10
render service.
Plan Big Meeting.
Plans for . big meeting in jan
uary to be known as National Ad-
vertising Night. were discussed -
the meeting Some OF the leading
experts on national advertising in
the country will be in the city on
this occasion. The meeting will al
80 bring 10 a close another cam
paign for members. This time the
whole league will be- divided into
two teams 20 be known as the Reds
and the Blues. John De Haven and
A. r. Mcdonald viii captain the two
teams and a close contest is eE-
pected
The first OF the fundamentally
round table meetings Of the Ad-SeN
league will be held Jan. g. The
meetings will be held regularly for
the purpose Of bringing the mem
hers together for informal discus
sion OF advertising problems which
come up from time 70 time in the
business. a.. s Barrett. ADVERTISING
manager Of the Studebaker corpor-
alton was appointed chairman OF
the committee in charge OF these