The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1917-06-04
DOING THEIR 'B|T''
Advertising Men of e. S. Dis
cuss Means of Aiding Nation.
Cooperate With Government
Departments in Many Ways.

St. Louis, June 4.-Herbert S. Hous-
ton, president of the Associated Adj
vertising Clubs of the World. opening
the first business session of the thir-
teenth annual convention of the asso-
citation with a keynote address this
morning, traced the recent history of
the advertising profession in its. SER
vice to humanity.
The spirit of this great convention
is the spirit of our democracy" Mr..
Houston said. "Here in ST Louis at
the nations very heart, we assemble
in time of war to take counsel as to
how we can best serve the nation. No
purpose less patriotic would have JUS
titled our coming together, at much
expense of time and money. in these
days of stress. As a summers holiday
this meeting would have been in eff
feet an act of disloyalty.''
Promoting Efficiency.
Mr.. Houston described the conven-
ton as a great gathering in the inter
est of the country and of democracy,
showing how the meeting would help
steady business and make business
more efficient, and tracing the rela-
tionship between business efficiency
and the winning of modern wars. He
showed that the successful outcome of
the struggle in Europe will depend
upon commercial efficiency as well as
the committee which arranged the St.
Louis convention program found some
of the biggest figures in American
business willing to attend as speakers
because they appreciated the oppor-
tunity thus to do their bit by helping
American business.
Mr.. Houston described the differ
ence between the power of public
lty'-intermitten newSmatter-and
the power of paid advertising space
He showed that the advertiser who
pays for his space and keeps at the
task, has opportunity for continuity
of impression which is all important
and showed how the most successful
advertisers, whether seeking immedi-
ate sales or good will, have won by
keeping everlastingly at it.
Bible To Be Advertised.
Mr. Houston mentioned briefly, the
work which members of the associa-
ton had done in bringing advertising
into the service of the churches of the
country increasing church attend.
ance and enhancing the usefulness OF
the church. He also announced thai
the American Bible society is plan
ming campaign to advertise the HOLY
Bible and that this plan would be de
scribed at the convention tomorrow
morning by the Rev. W. I. Haven OF
! the society.
Mr.. Houston touched upon the serv.
| ice Oh advertising TO the puDl1c. II
| this connection, he spoke of a plar
| whereby the advertising clubs were
! going to have the aid of the depart.
ment of commerce at Washington il
an investigation to determine the in.
| f1uence of advertising on the cost OF
! living There has been an impression
on the part of some people that ad
vertising increases the cost of an arti
| Gle, but this, he asserted, would bt
shown to be an error, for advertising
/ reduces other costs of getting good.
from the maker to the final user t
such degree as to pay for itself.
The Government Co-operates
Mr.. Houston said the advertising
associations work was being recog-
niZed by the government and by great
associatiors-that there was a gov
! ing and encouraging tendency of al
interests to look to the association t,
solve the problems of distribution.
Other Prominent Speakers.
Louis w. Hill. president of the Great
Northen railway: John n. WHY'S
president of the Willys-Overland &C.
and Festus ]. Wade, president of the
| Mercantile Trust Co, of St. Louis, one
the greatest bankers of the Mississippi
Valley, spoke this forenoon.
The advertising convention opened
with an inspirational meeting ad
dressed by United States Senator Hi
ram w. Johnson, yesterday afternoon
and will Continue until Thursday. II
addition t, great general sessions, ad
| dressed by many of the biggest bust
ness men of the country, the conven
| ton divides Itself each afternoon
ious kinds of advertising are inten
sively considered by those directly in
terested in their particular phases O.
the business.