The Birmingham age-herald., 1917-12-16

"In order to know the methods ana equipment necessary to increase ofti- ciency and economy in personal ana business activities, so as to do it's bit toward winning the war, the public nat urally looks to the advertising sections of the newspapers and magazines" said George A. Kissell. president of the k1s- sell Motor Car company.
 "The average man and woman today realizes that 1t is a patriotic necessity to conduct his or her affairs in a highly efficent manner. If the manufacturers of time and labor saving appliances bring out in their advertising the eff ciency and economy features of their business as usual but will be doing the public favor as well.
 This Is a fact we In the automobile industry are recognizing, not only in ad- vertising and publicity activities. but through letters and salesrnen. Automo- bile and motor truck dealers in closing sales find it pays to show prospects how the automobile enables owners to prac- tically double their capacity by econ onaizing time, and how the motor truck increases haulage and delivery area without corresponding upkeep in crease of curtaiiing expenses without curtailing operations.
 There Is no doubt about it, the public | is reading the newspapers more than ever. The publishers brilliant patriotic work. the elimination of the fake adver- tiser, and their activities in stopping the publication of enemy messages in the guise of advertisements are only few , of the watchdog services that have given the public new conception of what a newspaper means to its commu- nity.
 NEWSPAPERS AID
 And there is no class of business men | who are more glad to see the newspa- pers secure the confidence of their read ' CTS than advertisers, because it is the extent of confidence which readers have ! in a publication that makes or breaks 1 it's circulation, Inasnluch as 1t is cir
 cuation which newspapers sell to ad- vertisers 1t can be seen that the future
 of both the newspaper and the adyer-
 tiser will be that much brighter, be-
 cause the better the quality of circula
 ton, the easier it Is to sell from the
 newspapers standpoint, and the more
 the results will accrue to the advertiser.
 When Uncle Sam entered the world
 var advertising was practically the first
 ot the business worlds long range ! weapons to be brought into play tc
 maintain business as usual
 This recognition and use of the power iof advertising has helped the business world maintain it's equilibrium at a time
 when equilibrium Is a necessity.
 TRUCK A NECESSITY
 "A noteworthy example of the results the right kind of advertising will secure Is that of the countrywide adoption oi the automobile and motor truck Just as In the var for increased business which the country's industries have beer was!ng. so the world war for permanen, democracy has emphasized the utility I and necessity of the automobile and mo.
 tor truck. Without the dependable trans portation they offer. the rapid mobiliza. ton of Americas industrial army wouis
 be curtailed. If the millions of tons O supplies now being hauled by moto
 trucks were left for the railroads tt
 transport, they would be literally
 swan,ped. as they now practically hay,
 more than they can handle. The sam,