Evening journal., 1916-06-14

"If the Audit Bureau had done
no more than give the National Ad-
vertiser confidence and feeling OF
security in the matter Of iudicious-
ly placing his copy the Bureau
would have accomplished that part
of it's mission which has relation
10 the advertiser and agent More
money has been spent on advertis-
ing during the past twelve months
than ever before i'm a like period
and there can be no doubt that
there has been less waste In this
expenditure than ever before This
increase IN expenditure is in great
measure due to the advertiser by
the A. b. c. The National Adver-
tiser today. in making his appro-
priations. scientifically studies his
field with a confidence to which he
was a stranger heretofore Ad-
vertisers are more and more rely
ing on A. p. G. service in placing
their business--it has become a
necessity
The Directors reported that
during the year the total audits OF
publications completed and under
way was over 500: and that the
Bureau has thirty-two examiners
making audits OF publications all
over the United States and Canada.
These men are specially trained
in a system which analyzes down
to a fine point. paper bills, post
office receipts. gaIley lists OF sub
scribers. cash receipts for sub
scriptions and every other detail
needed by advertisers to guide them
i'm Judging and weighing circula-
ton.
Live. up-to-date advertisers are
thus able to ascertain from state
ments and audits OF publications
that are members OF the A. b. c.
the facts they want and depend on
A. B. c. service Just as the credit
men in commercial houses rely on
companies making credit reports.
II Is estimated that there arc
nearly a hundred million dollars
spent yearly in papers that are
members OF the Audit Bureau for
advertising and the publications,
members OF the organization re-
present upwards OF 60000,000
"above board circulation.
The Board OF Directors also call
ed the Conventions notice 10 the
growth OF the A. y. G. in Canada.
10 stated that all the large dailios
I'm Toronto. Montreal, Ottawa and
Winnipeg were now members and
that the Canadian members of the
Audit Bureau numbered nearly 100
The Convention reelected the fol-
lowing officers Of the A. B. c.:
President. Louis Bruch. American
Radiator Company. Chicago; Vice
Presidents. Curtis y Brady. Wo-
mans World, Chicago. and a. W.
Erickson. The Erickson Co. Inc.
advertising agents. New York F;
Treasurer, Hopowell l.. Rogers. The
Chicago DAILY News. and Secretary
NJ F. Harris. Armour q Co.
Chicago.
l The Board Of Directors OF th'
S Audit Bureau as now constitutes
=. consists of The following ueu
4 hers:
= r. C. Grandin. Postum Cerea
e Co. Battle Creek. Mich; o. {
p Harm. National Lead Co, New York
% Emery Mapes. Cream Of Whea
I. Company. Minneapolis. Mimi;
, G.. Dobbs. Coca Cola Co., Atlanta
Ga: William Wrigley. Jr. william
! Wrigley, Jr., Co., Chicago; Stanley
Clague -Critchiield- Clagu,
Advertising Agency. Chicago; La
fayette Young. Jr., Des Moines. la.
Capital; Curtis p. Brady. Woman's
World. Chicago: Frank ". Long
Farmers Review. Chicago; NJ. G.
Robbins. The Iron Age. New York
Louis Bruch, American Radiator
Co.. Chicago: NJ. r. Harris. Armour
& Co.. Chicago; w. p. Cherry. Mer
rell-Soule Co.. Syracuse. N. Y; r
= r. Davis. General Electric Com
pany. Schenectady. n. ": l.. p
Jones, Eastman Kodak Co.. Roch
} ester. n. Y; +. II. Squier, Pabs
p Brewing Co., Milwaukee; A. W
I Erickson. The Erickson Co. Inc
81 New York; Hopewell l.. Rogers
Y The Chicago Daily News; Franl
e. c. Hoyt. The Outlook, New York
y Charles ]. Jenkins. The Farm
{ Journal. Philadelphia. and r. r
Shaw. Practical Engineer, Chicago
o. Russell r. Whitman was re
s elected Managing Director OF thu
; ! Bureau.