Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1916-06-27

known in every home and carrying with
1t the atmosphere of the community. 1t
Is the one daily means offered to the in
dividual of laying his finger upon the
pulse of the world, and, coming as a we'll
known messenger, 1t personalities the events
of the day
This universally of the newspaper Is
the first thing that attracts the national
advertiser. He knows that he can buy news
paper circulation in exact quantities. He
can cover one city or 1907 one section.
or continent. His advertising represents
the minimum of waste. He goes where the
going Is good and skips the places where
he cannot do business.
STIMULATE TRADE.
"The dealer knows that newspaper ad-
vertsed goods will not grow dusty on his
shelves
"The newspapers of this country and
Canada are doing much to stimulate and
to crystallize this interest on the part of the
retailer In goods advertised in the news
papers. In nearly every city newspaper
men have impressed in some way upon
storekeepers the fact that general newspa-
per advertisers are sending customers direct
to the retail counter, and that II Is in line
with the dealers profit to handle and to
push newspaper advertised goods as class.
class
General newspaper advertising. while
still making up the smaller percentage of
the average newspapers revenue, Is be-
coming each day more important item
on the publishers books Newspapers are
giving closer attention to the problems OF
the national advertiser. They are compiling
facts about merchandising conditions in
their communities which give the manufac-
turer an accurate business map for his
campaign. In word, they are doing their
part to make newspaper advertising an ex-
act business instrument.
GREATEST SOCIAL FORCE
I'VE newspaper advocates are enthu-
slasts, and we have reason to be enthu
slastic. A thrill OF just pride goes with
the knowledge that the medium we rep
resent is the greatest social, political, and
commercial force In the world. Most of
us live and die in the business, not be-
cause the financial rewards are colossal,
but because other music is tame. tuneless
stuff 10 ears that know the hum of the
high-speed presses. And while we are
strongly partisan in advocating our me-
dIum. we do not lose sight of the real
merits and the real values offered by our
competitors. We are cognizant of ad-
vertising ideas and purposes that do not
square with our own: some of them we
respect and of the rest we strive to be
tolerant. But our message to the nation
al advertiser. based upon simple fact, is
this:
.If your purpose in advertising is to get
your goods to the consumer quickly and
profitably, the daily newspaper offers the
ideal route"
HIGH SCHOOLS ATTACKED.
John b. Opeycle, chairman of the Eng
lish department of the Julia Richman High
School, New York city, at the afternoon
session Of the Advertising Teachers. held in
Logan Hall. assailed the high schools
Mr.. Opeycke urged radical readjust- |
ment of the curriculum of the American |
high school 10 make place for adveEtis- |
ing and instruction In modern business
methods instead of long courses on the |
classics and impractical work.
The reason for the introduction of ad- |
vertislng and selling courses in high schools |
Mr., opeycke based upon the fact that 80 |
per cent. OF high school graduates go |
straight into the advertising and selling |
world" The failure Of the school authorities |
to take cognizance of the growing and |
ripened demand for business instruction he |
as '1amentable and disgrace
full"
TEACHERS CULPABLE"
Business men the country over" he de-
clared, complain of the high school grad
uate. He Is an Inferior product, they say,
In view of the@money the State spends upon
him. Thus high school teachers are failures
whether they like to hear il or not. And
one of the reasons for this is that so much
Of the work they insist upon doing is totally
useless and impractical. Teachers are par
Iicularly culpable,"
Mr.. opeycke made no attack upon in
In literature. but rather upon that
form OF literature which treats OF dead
subjects. Urging that the life of liter
ature be extracted for the courses In Eng
sh he declared that Embedded in all liter
ature lie rich mines Of advertising and sales
expression awaiting discovery"
Summarizing a tentative course for the
nigh school student which will better ht
him for mdoern business. MIR. opecycke Of
iered the following:
"The first years work in commercial
English consists OF simple business letters
simple classified advertisements and COM
assorted spelling lists.
.'In the second year the newspaper and
The magazine are studied. with some stress
upon the advertising and sales content.
Pupils are required to write newspaper
English by way OF letters TO editors. re-
ooTts on current topics. news items. new
advertising ana selling together with ad-
yanced letteT-wrlting, are given. Sales
nsanship is taught. Of course, with adyer-
Using -
Emphasizing the defects OF the present
method OF English instruction. Mr.. opeyeke
III you want to see how wrong. how
.bsurd It 4. just attend the average high
chooI commencement and hear the
,edantlo. moliycoddles. effemlnized out
aourlnKs IN oxatory - The great
"a Offenders Of the principle OF economy
re our hizh-iovn hlgh school pupils Of
he third and fourth years fheir tendency
. verbal spillidcatlon has made them noto-
ous The average employer thinkz the
.peraEs hlsh school graduate vastly more
IainbIe ihaa valuable a. 4 BUSINESS asset
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