New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1916-06-21

bandits. They are political dema-
gogues, and call upon the editors 10
smash them"
Motion Pictures Praised.
Ivy Lee. publicity agent. said that
the newspaper. with the motion picture
and the Chautauqua and liceum meet
ings, of which more than $500 arc held
yearly in this country, was the great
est force for creating public sentiment.
In speaking Of the problems which
confront the big business interests Of
the United States ne said: zone os
the greatest problems big business has
IS to get the public 10 see its side.
Readers do not care about reading of
business and editors cannot be blamed
Tor throwing news stories about j:
into the waste basket. Therefore. big
business must resort 70 the advertising
page coming It's own phrases and writ
ing its own heads"
CORTLAND Smith. president Of the
American Press Association. discussed
the subject o. foreign advertising in
country newspapers. a form Of adyer-
Using which. he said, was one of the
most lucrative and growing enter
prlses IN the country newspaper to
day.
Ihere are millions in straightfor-
ward, honest advertising for YOU. il
you will do four things" Mr.. Smith
told the editors. First. you must
make fair rates, and then hold to
them. Some Of the biggest blunders,
the most unfortunate deals. involving
losses Of thousands Of dollars. are d.
rectly traced 20 the fact that there is
inordinate instability in advertising
rates throughout the country. Not
always does this mean intentional
variation. In not few instances
publishers actually have forgotten the
first rate quoted. The simplest and
most effective remedy is a little rate
card of advertising quotations, printed
for the guidance OF the advertiser and
publisher alike, which states in UNI
alterable black and white the exact
terms to be expected. I'm a recent ad
vertising campaign we had the copy
to place with papers throughout the
entire country. From 1000 of these
papers we were unable TO secure def
mite rates
"The fourth point for editors to re-
member in enlarging their business IS
the urgent need. as conditions exist to-
dav. Of securing representatives for
their advertising work. There must be
some general clearing house for check
ing proofs, for prompt payment Of bills
and for that great asset Of advertising
work, cooperation, which restores con-
fdence between business and public
Herbert :. Houston, president Of the
Associated Advertising Clubs Of the
World, speaking as magazine pub
Usher. declared that the newspapers Of
to-day form the hub Of publicity. He
lauded publishers who decline TO have
an honest policy m the editorial
column and a dishonest policy IN the
advertising column. The day in which
some editors stood for anything in
their advertising COluNUS mas passed,
he declared, and in closing pleaded for
advertising clubs in every community.
Wall Street Not Power.
"The statement that Wall Street die
tates 10 Park Row is ridiculous said
Professor James Melvin Lee, president
Of the American Association of Teach
ers Of journalism.
Other speakers were William r..
Ukers. president Of the Associated
Business Papers; Representative Louis
c. Cramton. of Michigan; }. II. Derby,
A. y. Pomeroy, Superintendent OF Pub
lie Printing Of Pennsylvania, and Mrs.
George f. Hosmer, of Denver.
Mrs. Hosmers subject was The
Future of the Newspaper Woman" She
told of the increase in the number OF
schools Of journalism in this country
and Of the growing interest among
women In newspaper work.
4 discourse on simplihed spelling
was given by A. Gideon. representing
the Simplhed Spelling Board Of New